Claire Roche
Houston,TX
Summary
With a career spanning global retail, fashion, e-commerce, and tech, I bring over a decade of experience leading high-impact creative production and digital content strategy. I’ve driven performance for brands like Amazon, Dickies, and Tory Burch—owning digital asset management, post-production, and campaign execution across photo, video, and social.
Skilled in managing cross-functional creative teams, optimizing studio operations, and developing systems that scale, I’ve led digital transformation projects including DAM/PIM integration, global PDP standardization, and studio process innovation. My expertise blends hands-on production (1st/2nd AC, video editing, lighting) with strategic leadership (brand storytelling, SEO, art direction) and a strong command of tools like Adobe Creative Suite, Brandfolder, and Salsify.
I offer employers a rare combination: a creative visionary with sharp operational instincts, deep technical fluency, and a proven ability to scale content systems across platforms and teams—all while driving measurable impact and upholding the highest standards of brand excellence.
Overview
8
8
years of professional experience
Work History
Creative Marketing Manager
Arocha Hair Restoration
Houston, TX
10.2024 - Current
- Produced high-impact social media content across omni-channel platforms, boosting reach by 241%, and increasing average views from 100 to over 5,800 in 30 days.
- Managed social media accounts and campaigns to foster audience engagement and brand awareness.
- Art directed, filmed, photographed, edited, and wrote content using Adobe Premiere Pro and Photoshop.
- Led social media strategy and managed campaigns, improving brand awareness, and driving audience engagement.
- Developed creative brand guidelines, defining layouts, colors, and typography for a consistent visual identity.
- Revamped studio setup with new lighting and backdrops, enhancing content quality and production efficiency.
- Enhanced SEO performance by auditing website pages, optimizing Google Tag Manager, and refining UX.
- Partnered with agency teams to optimize paid media performance and maximize marketing ROI.
- Designed digital graphics, ads, and marketing collateral aligned with campaign goals and product launches.
Global Digital Content Manager and Studio Director
Dickies, a VF Company
Fort Worth, TX
03.2023 - 10.2024
- Designed and standardized PDP brand guidelines in Figma to enhance global consistency and elevate e-commerce presentation.
- Managed a global digital asset library of over 140,000 assets, ensuring organized access, usage rights compliance, and metadata, keyword, and tagging accuracy.
- Led the Amazon Brand Store design and PDP imagery execution, collaborating with the Amazon Tiger Team to resolve asset issues.
- Led global digital content coordination, supporting cross-functional teams across EMEA, APAC, and NORA for ad-hoc requests from merchandisers, DTC, sales, and design.
- Directed creative production processes, from model selection and styling, art direction, to post-production, retouching, and color matching.
- Developed SOPs and trained teams in efficient PDP styling and DAM best practices, increasing workflow efficiency.
- Spearheaded PIM (Salsify) and DAM (Brandfolder) integrations to automate asset distribution for internal and external teams globally.
- Troubleshot and resolved web issues, including server errors, and formatting problems.
- Negotiated vendor contracts for gear rentals and shoot logistics.
- Conducted monthly PDP audits of over 300 images to uphold brand standards across Brandfolder.
- Supervised a team of 10+ freelance creatives, and supported cross-regional content needs across EMEA, APAC, and NORA.
- Hired and trained new team members in photography and software tools.
Digital Technician and Photographer
Amazon
Brooklyn, NY
04.2020 - 03.2023
- Oversaw editorial and PDP asset management for the New York Fashion Photography studio, ensuring timely post-production and delivery.
- Collaborated with operations, styling, casting, and creative teams to develop efficient timelines and workflows.
- Captured high-volume e-commerce shots for Amazon.com and Zappos.com, photographing and making selects for up to 70 looks daily, with same-day asset delivery to retouching teams.
- Conducted weekly audits with business stakeholders to identify and resolve PDP image and video issues, reducing display defects caused by backend catalog errors and internal imaging tool discrepancies.
- Directed global post-production workflows with retouching and editing teams to enhance output quality and reduce errors.
- Authored SOPs for pre- and post-production processes, while automating scripts to boost consistency and reduce manual workload.
- Helped manage over 50 freelancers while leading cross-team initiatives.
- Cataloged, archived, and managed high volumes of image assets under tight deadlines.
- Piloted process enhancements and tooling improvements, facilitating successful feedback loops across creative teams.
Digital Technician and Colorist
Tory Burch
Jersey City, NJ
08.2019 - 03.2020
- Served as a liaison between the retouching and studio teams, enforcing Tory Burch standards on set, and facilitating communication of best practices.
- Partnered with the Senior Director of Studio Operations, the Photography Manager, and the Art Directors, Photographers, and Retouchers to maintain studio and post-production processes, color targets, file preparation and output, and server maintenance.
- Managed studio processes and equipment, and facility readiness for scheduled shoots, ensuring SOP compliance among the creative team, color consistency, monitors are calibrated, and supply replenishment.
- Coordinated accurate daily output traffic with the producer, leveraging Airtable, and connecting the studio and retouching teams for issue resolution.
- Maintained high-quality imagery and video footage in alignment with Tory Burch standards during on-set production.
- Ensured consistent color accuracy across all post-production PDP assets from season to season.
- Researched and tested software, protocols, and equipment innovations to improve workflows.
Photo and Video Producer
Pier59 Studios
New York, NY
02.2018 - 08.2019
- Produced and coordinated high-profile location shoots for top fashion and editorial clients, including budget management and cost negotiation at the top fashion photography studio in the world.
- Managed vendor relations, invoicing, and payments for freelancers, studios, and support services to ensure seamless production workflows.
- Managed daily operations of the Digital Department at Pier59 Studios, supporting 10+ active studios and high-volume client sessions by overseeing equipment logistics, inventory, repairs, and on-set technical support.
- Supported commercial video productions as a Digital Tech, 1st AC, and 2nd AC, ensuring technical precision and efficient on-set operations.
- Operated and maintained high-end cinema equipment (RED, ARRI Alexa, Fisher 10 and 11 dollies, jib arms, and sliders), optimizing camera setups and rigging.
- Managed software licenses, and ensured studio systems remained production-ready before client arrival.
- Provided technical support during shoots, managing focus, loading digital media cards, exposure, and camera operations to meet creative direction.
Wedding Videographer and Editor
Cover Story Entertainment
Boston, MA
08.2017 - 05.2018
- Collaborated with the bride, groom, and planners to establish timelines and creative goals for wedding day coverage.
- Captured high-quality video and audio using multi-camera setups, ensuring dynamic footage from various angles.
- Edited one 30-minute highlight film and a 3-minute teaser per client, incorporating color correction, sound design, and effects.
- Managed post-production workflows, resolving sync issues, and optimizing footage for consistency and impact.
- Operated and maintained cameras, audio recorders, lighting, and AV equipment; transported and set up gear across locations.
- Delivered polished, story-driven films aligned with each couple's vision and expectations.
Education
Bachelors of Fine Arts - Photography
Lesley University College of Art And Design
Boston, MA01.2017
Study Abroad Program - French Cinema, French Language, And French Fashion History
Institut Catholique De Paris
Paris, France05-2016
Skills
- Digital Asset Management (DAM)
- Project management and workflow automation
- Creative strategy and art direction
- Brand strategy and style guide creation
- Team leadership and cross-functional collaboration
- Growth and performance marketing
- Content creation and audience engagement
- Vendor negotiation and budget management
- Video and photo production
- Color management and retouching oversight
- Visual storytelling and model direction
- Lighting techniques and photography equipment maintenance
- Graphic design and creative deck building
- Seo optimization and website maintenance
- Marketing campaign management
- Auditing and process improvement
- Adobe Creative Suite (Premiere Pro, Photoshop, etc)
- Capture One, DaVinci Resolve, Helicon Focus
- Brandfolder, Salsify, Trullo, Cloudberry, Cyberduck
- Terminal, PowerShell, AppleScript, ChronoSync
- Microsoft Office, Quip, TextMate
- Strong public speaking and communication
- Bias for Action & Problem Solving
- Incredible attention to detail
- Team player with a positive attitude
- Upholds the highest standards
- Highly effective under pressure
- Resourceful conflict resolution
Freelance Photo Publications
- The INDX, The Daily Front Row, Barrett Art Center, C-Heads Magazine, VOGUE UK, The Fashion Law, ODDA Magazine, Naked Magazine, ShootingFilm, SHOOTT, Aesthetica Magazine, Lufkin Daily News, St. Cyprian's Episcopal School, Harvard University, Lens Culture, Charm Magazine of East Texas
Community Service
- Catholic Charities, Houston, TX 2025
- Homeless Reach, Houston, TX, 2025
- Community Runs Organizer, New York, NY, 2020-2023
- Girls on the Run, New York, NY, 2021
- The Daily Front Row, Boston, MA, 2017
- Lufkin High School, Makeup Artist, Lufkin, TX, 2012
- Ellen Trout Zoo, Zoo Keeper and Vet Assistant, Lufkin, TX, 2010-2013
Affiliations
- Athlete / Runner, Team Affiliation: Houston Harriers, Houston, TX 2025
- Member: Catholic Young Adults Groups, at St. Anne, St. Joseph, Holy Rosary, St. Michaels Catholic Churches, Houston, TX 2025
- Athlete / Runner, Elite Field, Team Affiliation: Distance Project NYC, for Dallas Half Marathon, Dallas, TX 2023
- Athlete/ VIP Runner, NYRR NYC Half Marathon, New York, NY 2023
- Athlete / Runner, New Balance NYRR NYC Marathon, NYC Half, and Brooklyn Half Campaigns, New York, NY 2023
- Athlete / Runner, Nike NYC and Orchard Street Runners, Midnight Half Marathon Campaign, New York, NY 2019
- Athlete / Runner, Team Affiliation: Distance Project NYC, New York, NY 2020 - 2023
- Dancer / Choreographer, New Balance, Boston, MA, 2015
Accomplishments
Director, Digital Marketplace at Dickies®, a VF Company
Steve Wertz:
- In our time together at Dickies, Claire was one of the most responsive and complete individuals that I worked with. Anytime she was in a cross functional meeting, I knew the follow up would come promptly. Not only was she quick to respond, but her work was creative, accurate and on-brand - pivotal for creating best in class experiences within Amazon PDP, A+ content and brand store refreshes. She was an overall pleasure to work with!
Global Chief Marketing Officer; Board Member, REI, Dickies, DSW
Sarah Crockett:
- Can’t say enough about what a catch you are for your future team Claire!
Senior Director of Marketing at Huckberry
Kyle Martin:
- I'm with Sarah Crockett. Absolute all-star and a pleasure to work with (+ chase around the track). In your corner!
References
References available upon request.
Internships
- Gallery Assistant, Bruce Silverstein Gallery, New York, NY, 2018
- Equipment Assistant, Pier59 Studios, New York, NY, 2016
- Fashion Design and Production Assistant, TOSIA NYC, New York, NY, 2016
- Photo Assistant, Billboard Magazine, New York, NY, 2015
- Photo Assistant, Women's Health Magazine, New York, NY, 2015
Timeline
Creative Marketing Manager
Arocha Hair Restoration
10.2024 - Current
Global Digital Content Manager and Studio Director
Dickies, a VF Company
03.2023 - 10.2024
Digital Technician and Photographer
Amazon
04.2020 - 03.2023
Digital Technician and Colorist
Tory Burch
08.2019 - 03.2020
Photo and Video Producer
Pier59 Studios
02.2018 - 08.2019
Wedding Videographer and Editor
Cover Story Entertainment
08.2017 - 05.2018
Bachelors of Fine Arts - Photography
Lesley University College of Art And Design
Study Abroad Program - French Cinema, French Language, And French Fashion History
Institut Catholique De Paris
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