Ashley Joyce
Chicago,IL
Summary
Creative Services Manager equipped to drive improvements in operations, creative development and revenue with hands-on and decisive leadership of team activities and processes. Leads and manages all facets of design strategy for CPG marketing campaigns. Versed in both traditional and digital communications. Results-oriented and accomplished advertising professional with solid understanding of Cannabis industry and customer habits. Forward-thinking and resourceful with superior work ethic and good leadership, problem-solving and project management abilities.
Overview
10
10
years of professional experience
Work History
DIRECTOR OF CREATIVE SERVICES
Good Day Farm
01.2022 - Current
- Set up and launched all creative operations for seven brands, in four states across two verticals in the South with a portfolio of 116 skus and growing.
- Created all branding and packaging for new Codes brand launching $1 million over anticipated profits in first months launch.
- Participated as a key player in all new product strategies balancing artistic vision with practical considerations, such as budget and time constraints and production capabilities.
- Partnered with CMO to establish brand, packaging guidelines and brand voice across all retail, packaging and brand channels.
- Collaborated with National Packaging Director, VP of Supply Chain, and Packaging Engineer to design and produce automated packaging designs for maximum production efficiencies.
- Hired and mentored a team of five designers and one copywriter to deliver agency quality work compliant with Cannabis regulations.
- Established strong relationships with vendors and suppliers, securing favorable pricing for materials and services.
- Hired and vetted agencies, photographers, 3D artists to design high impact videos, campaigns new brands.
- Directed campaigns and packaging picked up in High Times, Forbes, the Dieline, Greenway Magazine, Arkanasas Times and more.
- Nominated 2 years in a row for best brand and best packaging for both verticals.
- Strategized and directed product and lifestyle photoshoots with Director of Brand and Marketing.
- Stayed current on industry trends and innovations to ensure up-to-date knowledge in design techniques and materials.
- Hands on brand and packaging designer, still leading design for new products.
SR. PACKAGING DESIGNER
Cresco Labs
06.2019 - 01.2022
- Successfully set up packaging for 70+ skus across five states IL, CA, MI, OH, MA, PA all compliant with state cannabis regulations.
- Streamlined design processes, resulting in increased efficiency and faster project completion times on high volume deliverables.
- Designed concepts for line extensions, limited time offers and managed the Mindy's edible portfolio.
- Utilized various software programs, creating 3D models of design concepts for social, ecommerce, digital and collateral.
- Worked with vendors on all packaging proof approvals and attended on-site press checks.
- Developed innovative design concepts for improved brand recognition and customer engagement.
- Collaborated with cross-functional teams to ensure cohesive branding across all marketing materials.
- Onboarded and mentored 2 assistant production designers fostering a collaborative and supportive team environment.
FREELANCE DESIGNER
The Motion Agency
04.2019 - 06.2019
- Graphic and packaging design for small to big box retail clients, including Home Depot, Tractor Supply Co.
- Attend design briefs and kickoff briefs with creative director and account manager.
- Rebranded businesses with new logos, color schemes, and fonts resulting in a freshened corporate image that resonated with target audiences.
- Enhanced client satisfaction by delivering high-quality design projects within tight deadlines.
- Crafted visually engaging marketing materials that effectively communicated key messages and promoted products or services.
- Incorporated feedback from clients and team members to optimize designs for maximum impact.
- Stayed updated on industry trends and incorporated fresh ideas into design projects, keeping clients'' brands relevant in the market.
ART DIRECTOR
Publications International
08.2018 - 06.2019
- Book designer with successful purchases by Target, Costco, Kohls, and B&N.
- Art director for children's lifestyle, travel, and science and puzzle books.
- Lead in-house photography shoots for product photography/instructional material
- UX layout designer for children's book app.
VP OF DESIGN & SOCIAL MEDIA
Rainmaker Food Solutions
01.2017 - 08.2018
- Managed and maintained all creative operations for three clients, including high profile celebrity Maria Sharapova.
- Worked with agency Red Antler to develop and launch new product lines, contributing to significant growth in sales.
- Designed packaging concepts for high profile celebrities like Kate Hudson, Shaquille O'neal, and Cristiano Ronaldo,
- Developed and executed targeted business development initiatives, leading to an expansion of the company's client base.
- Fostered new business through participation in trade shows and initiating communications with prospective clients via phone and email .
- Established international relations with new vendors in China to source new form factors custom to the clients "vision."
- In house creative designer and strategist for all client needs.
FREELANCE DESIGNER
Creative Circle
03.2016 - 01.2017
- First Alert: Mobile/web ad creation for Amazon & Best Buy ads.
- Netrix, LLC: In house animation designer, Tradeshow designer and other design needs.
- 1888 Mills Bedding & Towels - Designed over 7 NY Showroom products, including displays, packaging and signage.
SENIOR DIRECTOR OF DESIGN & SOCIAL MEDIA
Baron Chocolatier
01.2014 - 03.2016
- Sole in-house designer and strategist for new product development, line extensions, and private label for Aldi, HEB, Jack's 99 and Walmart.
- Successfully placed products in Costco, $2.5M, Dollar General $4M, and Walmart $2M.
- Developed marketing collateral, video promotions, packaging, ads, websites, and events activations for brand.
- Worked with international vendors in Poland on all packaging production, proofs, and designs.
- Set up subscription box partnerships leading to a significant growth in UGC social media.
- Boosted company reputation, by participating in high profile events like the Oscars, television and radio events.
Education
DIGITAL MEDIA TRAINING PROGRAM -
New Horizons Computer Learning Centers
12.2011
BFA, FILM/VIDEO/PHOTO/ELECTRONIC MEDIA -
University of Illinois At Chicago
12.2007
Skills
- Illustrator
- Photoshop
- After Effects
- InDesign
- Dimension
- Wordpress, HTML
- Canva
- Mondaycom
- Office 365 - Outlook, Powerpoint, Excel, Sharepoint
- Design expertise
- Multimedia production
- Social media management
Websites
Social - Linkedin
linkedin.com/in/ashleyjoycechicago/
Languages
Spanish
Native or Bilingual
Timeline
DIRECTOR OF CREATIVE SERVICES
Good Day Farm
01.2022 - Current
SR. PACKAGING DESIGNER
Cresco Labs
06.2019 - 01.2022
FREELANCE DESIGNER
The Motion Agency
04.2019 - 06.2019
ART DIRECTOR
Publications International
08.2018 - 06.2019
VP OF DESIGN & SOCIAL MEDIA
Rainmaker Food Solutions
01.2017 - 08.2018
FREELANCE DESIGNER
Creative Circle
03.2016 - 01.2017
SENIOR DIRECTOR OF DESIGN & SOCIAL MEDIA
Baron Chocolatier
01.2014 - 03.2016
DIGITAL MEDIA TRAINING PROGRAM -
New Horizons Computer Learning Centers
BFA, FILM/VIDEO/PHOTO/ELECTRONIC MEDIA -
University of Illinois At Chicago