Guthy | Renker

VP Digital Creative

2012 - 13

Oversaw creative for all domestic and international website, e­commerce, mobile/tablet, social, digital video and 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).

Developed creative strategy to best achieve business/project goals, oversaw design and implementation of creative, managed budgets and led team of 25 designers (graphic, illustration, UX/UI, Flash & print), copy writers and producers.

Was involved with new business and strategic partnerships that furthered the company’s digital creative goals: branded channels and sales for YouTube, Facebook, Connected TVs and emerging marketing channels. Created, produced and directed all celebrity/talent photo shoots and digital TV spots.



● Led the creative (design, UX & UI) for a completely new purchase flow. Boosted results by 14% - the most ever achieved via digital e-commerce for the company
● Created and launched new product line digitally for Proactiv - successfully managed and led transition team from old Proactiv to new Proactiv+ product line
● Redesigned both the acquisition and retention digital experiences with a focus on driving efficiencies in production, maintenance and unifying customer experiences
● Created a new testimonial experience to underscore product efficacy

Meaningful Beauty

● Leveraged new purchase flow and customer experiences created for Proactiv and released it for Meaningful Beauty
● Directed video series with Cindy Crawford for social outreach
● Developed new integrated digital opportunities for Cindy Crawford to reach new customers via advertorial channels

WEN Hair Care

● Redesigned both the customer acquisition and customer retention experiences with a focus on re-branding as a lifestyle product line.
● Leveraged new purchase flow created for Proactiv and released it for WEN Hair Care
● Launched seasonal updates of new hair “flavors” to bring a more advertorial approach to the digital direct marketing
● Created multiple full suite display media campaigns to support lifestyle branding