SAURENMAN

SUMMARY

As a highly accomplished Creative Director and Product Designer, I have a proven track record of leading end-to-end customer experiences, UI/UX, and brand marketing initiatives. My expertise lies in overseeing diverse teams and fostering a collaborative remote environment. I am passionate about building and refining brands, implementing user-centric design strategies, and enhancing marketplace engagement through innovative solutions. I specialize in streamlining processes, adopting new technologies, and optimizing workflows.

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SKILLS�Product Design�UI/UX�Creative Direction�Leadership and Mentoring�Branding and Identity�Process Optimization�Marketing Strategies�Cross-functional Collaboration�Remote Team Management�Trend Analysis and Insights

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SOFTWARE

Figma / Sketch

ChatGPT

AI Integrated Tools

Adobe Creative Suite

Microsoft Office Suite

Google Docs, Slides, Sheets

Google Analytics

Content Management Tools

Project Management Software

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EDUCATION

CALIFORNIA POLYTECHNIC �STATE UNIVERSITY

SAN LUIS OBISPO, CA

BS Applied Art + Design

EXPERIENCE

CONSULTANT | REMOTE

Head of Product Design + Creative | 04.2023 – Present

• Zero-to-one product strategy and design, including naming, branding, and marketing for a dynamic AI web app and community startup, Story Squad AI. Launching early 2024.
• Managed end-to-end UX design and integrated marketing creative direction, ensuring a seamless experience from conceptualization to completion.
• Mentored and managed teams to enhance overall efficiency and project management.

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CROWDSTREET | REMOTE

Product Creative Director | 03.2022 – 04.2023

• Created a refined brand style guide and collaborated on lifecycle and segmentation flows, improving overall creative efficiency.
• Led the strategy and design of an end-to-end consumer site, implementing a design-centered experience and segmentation for intuitive user flow.
• Developed a modular design system with dynamic and interactive content, boosting marketplace engagement by 21% and registration by 15%.
• Created paid evergreen ads - promotional and lifestyle campaigns aligning with ad landing pages for a soft landing ensuring the right message for the right audience.

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HELIUM 10 | REMOTE

Creative Director | 05.2020 – 01.2022

• Established and led an 18-person full-service studio emphasizing UI/UX, digital design, and content creation.
• Implemented marketing and lifecycle responsive email templates, increasing performance and efficiency.
• Developed a cohesive branding system with the design kit and style guide, including voice + tone and unique illustrations and patterns library for a scalable and unified consumer experience.

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ZAZZLE | REDWOOD CITY, CA + REMOTE

Senior Creative Director | 08.2015 – 10.2019

• Led a multifunctional creative team, focusing on branding, design, photography, UI/UX, and video.
• Created multi-channel campaigns and a responsive email initiative, resulting in a 13% increase in click-through rates.
• Product research and development creating new automated product rendering experiences on models and lifestyle in-situations for real scale.
• Business cards product launch with improved category and product page experience, increasing traffic, conversion, and bookings increased by 17%.
• Developed yearly thematic content calendars with trend insights serving as a visual guide for creative, marketing, merchandising, and product.
• Created multi-channel campaigns from ideation to in-market execution.
• Managed budget, talent recruitment, and mentored team members to foster professional growth.

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www.jelina.me | jelinafs@gmail.com | 310 729 3801

DESIGNER, CREATIVE DIRECTOR, PROBLEM SOLVER, MENTOR, PARTNER

EXPERIENCE (CONT.)

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GOLIN | CHICAGO, IL

Creative Director | 07.2014 – 04.2015

• Led, managed, and mentored a cross-functional design team, providing creative direction for social, real-time marketing, consumer campaigns, branding, packaging, and corporate communications.
• Directed lifestyle and product photoshoots.

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EDELMAN | CHICAGO, IL

VP Creative Director | 01.2012 – 07.2014

• Established and led a creative studio supporting global marketing initiatives.
• Provided creative direction across various projects, fostering cross-training to broaden team skill sets.
• Developed Edelman's first-ever global brand campaign.

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KOUPON MEDIA | REMOTE

VP Product + Creative | 12.2011 – 07.2012

• Provided creative and product design direction for a white-label app, web app, CMS dashboard, and B2B website.
• Led and managed a cross-functional team of designers and engineers.

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LANDS' END | MADISON, WI + REMOTE

Product Creative Director, Global Brand Concepts | 10.2009 – 01.2012

• Led UI/UX design of navigation, index, product page, quick view, checkout experience, and first mobile websites for landsend.com and landsendcanvas.com.
• Developed overarching digital creative direction of future global concepts for seasonal campaigns and product launches, presenting quarterly to CEO, CMO, and CCO.

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DESIGN TONIC | LOS ANGELES, CA

Creative Director + Co-Founder | 06.2002 – 12.2009

• Established and operated a thriving boutique design and marketing agency specializing in fashion industry clients such as MAGIC International, Block Headwear, and the LA Fashion Awards.
• Orchestrated the leadership, management, and mentorship of a diverse team, including designers, copywriters, photographers, freelancers, and event producers.
• Provided comprehensive creative direction, design, and illustration across a broad spectrum of projects, including ad campaigns, direct mail, editorial content, exhibits, email campaigns, and websites.
• Conceptualized and executed mini trade show environments for emerging fashion brands, overseeing the entire process from naming and brand identity to designing exhibit spaces (booths and lounges), floorplanning, and hosting events such as the High 5 Campground, Platform, Pedestal, Window, and Street Culture for MAGIC International.
• Art directed lifestyle, location, and product photography, from budgeting, planning, casting, and production.
• Recruiting and hiring initiatives lead, ensuring a dynamic and skilled team to deliver exceptional creative solutions.

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SARGENT + BERMAN | LOS ANGELES, CA

Design Director, Senior Designer | 03.2000 – 11.2002

• Worked directly with agency principal to develop and pitch Princess Cruises, becoming agency of record.
• Led designers, production, and photography in creative development for corporate clients and licensing properties including Hello Kitty, Strawberry Shortcake, and Peter Pan.

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MACY + ASSOCIATES, INC. | LOS ANGELES, CA

Graphic Designer | 09.1998 – 03.2000

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