HELLO.
MY NAME IS ALEX.
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I am a creative director born and raised in New York City. I am a passionate creative leader with a proven track record and ability to inspire, motivate and empower those around him. I believe design excellance is earned by the consumtion of it. The connection between participant and design has the ability to bond individuals to brands in deep and emotional ways. An idea, a concept, a masterwork is only as powerful as the message it is able to communicate. I am a strategic thinker and problem solver that takes a holistic approach to every project, making sure every aspect of it gets realized at the highest quality.
I am a creative executive driven by creative ideas
I am an award winning creative director, producer and marketer, with a background in digital marketing, ecommerce, television, film, theater/live events and retail.
A diverse range of skills
My skills are broad, from print to web to theatrical set and environment design. I have leveraged those skills for big brands looking to connect with their consumers wherever they are and in ways that make most sense with a brand’s core DNA.
Creative Direction • Design Strategy • Branding • Package Design • Strategic Planning • Retail Marketing • Brand Experience • Product Development • Business Development • Licensing • Innovation • Design & Color Trend • Consumer Insights • Team Development • Creative Culture
My Experience
2016 - Present
OPUSLA - MY CONSULTANCY
OpusLA (Consulting) – As a brand consultancy I help brands communicate, connect, and differentiate. I create new brands and products, as well as spaces, events, campaigns, UX/UI design, website and app development. What drives me: The need to create emotional connections to consumers and customers that last a lifetime.
PADUA FARMS (An Agricultural start-up)
Padua Farms is an agricultural branding and technology company that develops lines of specialty agricultural products to sell at a higher price than normal commodities sold at the market rate (or terminal value). Currently, the company is selling its first product, traditionally grown strawberries, called “Lovedrops”, in the Greater Los Angeles Area. I created the brand identity, strategy and positioning for the company and the underlying products for launch. Work included brand creation for all channels: product, packaging, digital, broadcast and etc.
2014 - 2016
SPARK NETWORKS
As the Senior Creative Director for Spark Networks I lead creative, design and customer experiences for all of Spark’s products globally; websites, ecommerce, apps, mobile/tablet, social, digital video, print, broadcast, live events, trade shows and alternative media. Spark Networks is a leader in creating niche focused brands and provider of multicultural online personals and media in the United States and internationally. JDate and ChristianMingle are the two major iconic brands in the portfolio of approximately 30 online dating sites.
2012 - 2013
GUTHY | RENKER
Prior to Spark Networks I was a Vice President at Guthy-Renker where I lead digital creative for all domestic and international website, ecommerce, mobile/tablet, social, digital video/still direction and production (display media, digital TV spots and marketing materials) for all brands of the largest direct response company in the world (Proactiv, Meaningful Beauty, Sheer Cover, WEN Hair Care and others).
2009 - 2011
MATTEL
Before joining Guthy-Renker, I ran creative and production for the newly formed Mattel Digital Network. Within 10 months of launch, the Mattel Digital Network became the #2 most-trafficked kids network. I launched the first-ever branded experience around Mattel.com, creating a unique destination for kids entertainment and a new way for kids to interact with Mattel’s complete portfolio of brands
I built a new team to focus on Mattel’s brand identity. The newly formed Mattel Worldwide Communications and Marketing team created a new brand position and identity used globally in Mattel’s corporate functions. The work can be seen in corporate literature, trade shows, office environments, and video. The new brand creative was deployed for consumer channels and launched as the very first domestic Mattel retail store.
2004 - 2009
NICKELODEON
Before Mattel, I created some of the most successful kids’ digital products at Nickelodeon. Among those were Nicktropolis (one of the largest virtual kids worlds) and TurboNick – a video brand that was delivered via web browser, mobile, cable boxes, and Windows Vista. Some other product highlights include: a browser based karaoke app, a patented kid safe messaging system, and numerous browser based games.
I built a new team to focus on Mattel’s brand identity. The newly formed Mattel Worldwide Communications and Marketing team created a new brand position and identity used globally in Mattel’s corporate functions. The work can be seen in corporate literature, trade shows, office environments, and video. The new brand creative was deployed for consumer channels and launched as the very first domestic Mattel retail store.
prior - 2004
Theater, Film and Television
I began my career as an art director in theater, television and film helping create the environments that connected audiences to the settings of the productions. I founded the first large-scale roller coaster fan website (Thrillnetwork.com) and as a child, danced for the New York City Ballet.
Alex in the news
Nasdaq - Earnings Call - Spark Networks
The Hollywood Reporter -12 Hollywood Weddings on the Way - The Hollywood Reporter
Esquire Magazine - Fifty States—Plus D.C.—and Fifty-One Ways to Get Married
Beverly Press - Happy "Paper" Anniversary
The New York Times - A Wing, a Prayer And Presto, It's Web TV
The New York Post - Are You Working Too Hard
Interview on WHNZ - Alex Westerman Interview (audio)
The Ithacan - Thematic diversity expands Horizon
The Ithacan - Unusual dance exceeds limits
Awards
2012 Webaward - Web Marketing Association Best Entertainment Website - PollyPocket.com
2011 IAC Award - Outstanding Website - Monster High - monsterhigh.com
2010 Communication Arts Advertising Annual New Corporate Photography
2010 Webby Award - Mattel Games Portal mattel.com/games
2010 IMA Award - Barbie's 50th website - Best in Class
2009 OMMA Award for Best Social Campaign - Barbie's 50th Anniversary
2009 IMA Best in Class, Celebrity/Fan: Barbie's 50th Anniversary website
2009 WMAA for Outstanding Web Development & Social Media Standard of Excellence; Barbie's 50th
2008 Webby Award - Social Networking - Nicktropolis.com
2008 Webby Award - People's Voice Best Youth Site - Nick.com
2008 Parents' Choice Award - Nicktropolis.com
2008 Parents' Choice Award - Nick.com
2007 Webby Award - People's Voice Best Youth Site - Nick.com
2004 Forbes Best of the Web - ThrillNetwork.com
Testimonials
Dagny Prieto
Alex is a brilliant strategist who stays ahead of the curve and really understands the digital space. He seeks out and advocates for the best and most innovative ideas. He's deeply creative, cares about user experience and still manages to keep his eye on the bottom line. He's a great partner for in conversion-boosting efforts on the web and mobile.
Jacob Ford – Padua Farms
Alex is amazing. He’s done projects for major corporations but can work with amateurs like myself just as well and still produce top-quality work. I can’t recommend him enough!
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