Kirsten Caldwell
Little Rock,AR
Summary
Creative Director with 10+ years of experience leading brand, product, and digital design across healthcare, SaaS, e-commerce, and marketing environments. Proven leader in building scalable design systems, optimizing creative workflows, and aligning cross-functional teams around clear business and user outcomes. Known for strategic thinking, calm leadership in deadline-driven environments, and translating complex requirements into clear, effective creative solutions.
Overview
15
15
years of professional experience
Work History
Creative Director
Patient Guide Solutions
Little Rock, AR
08.2024 - Current
- Lead creative strategy and execution for a national healthcare publishing company producing custom patient education guides for hospitals and health systems
- Oversee a multidisciplinary creative team, establishing standards for quality, brand consistency, and production efficiency
- Own the end-to-end creative workflow across print, digital, and marketing deliverables, from intake and concepting through proofing, prepress, and final production
- Partner cross-functionally with leadership, marketing, sales, print production, and client success teams to align creative output with business goals and client needs
- Built scalable templates, design systems, and process documentation to improve consistency, reduce errors, and streamline turnaround times
- Serve as final creative authority on patient-facing materials, ensuring clarity, accessibility, brand alignment, and regulatory sensitivity
- Support marketing initiatives including campaigns, email design, sales collateral, and brand assets to position PGS as a strategic solutions partner to hospitals
- Act as a key stakeholder in risk mitigation, deadline management, and operational improvement across high-volume, deadline-driven projects
UI/UX Product Designer (Design Lead)
Apptegy
Little Rock, AR
03.2019 - 02.2024
- Led the design of a proprietary web-builder platform that became the foundation for all Apptegy websites
- Partnered closely with product management and engineering to deliver scalable, user-centered solutions across multiple products
- Directed and collaborated with a distributed team of designers and developers across web, branding, and marketing initiatives
- Established design systems and workflows to support rapid company growth and improve design consistency
- Conducted client-facing strategy calls to align product functionality with real user and stakeholder needs
- Contributed to long-term product vision while supporting iterative improvements to existing platforms
Creative Director
TheGiftbox.com (formerly Treatsie)
New York, New York
04.2016 - 01.2019
- Directed the full creative lifecycle across branding, packaging, photography, and marketing materials
- Led brand evolution initiatives to strengthen visual consistency and customer recognition
- Oversaw SEO-optimized email campaigns, packaging systems, and print production
- Produced and art-directed product photography and promotional campaigns
- Designed white-label packaging for candy products sold at scale
Web & Creative Designer
BLKBOX Labs
Fayetteville, Arkansas
01.2014 - 04.2016
- Managed all in-house creative needs including print, digital, UX/UI, illustration, and photoshoots
- Designed websites, email graphics, animations, and illustrations
- Supported marketing and social media initiatives through visual content creation
Creative Circle
Freelance Designer
Los Angeles, California
01.2014 - 01.2015
- Supported a variety of client projects through contract design work, meeting tight deadlines across print and digital deliverables
- Executed creative concepts with accuracy and efficiency while adapting to different brand standards and team workflows
- Collaborated with cross-functional teams to deliver polished creative assets under short timelines
Graphic Designer
Transamerica
01.2011 - 01.2014
- Designed magazine advertisements, direct mail pieces, and marketing collateral for internal and external campaigns
- Created infographics to visualize monthly performance data and business metrics
- Supported trade shows and corporate events through signage, presentations, and promotional materials
- Designed packaging and 3D gift concepts for internal awards and recognition programs
Education
Bachelor of Arts - Graphic And Digital Design
University of Arkansas
Fayetteville05-2010
Skills
- Creative Direction & Vision
- Brand Identity & Design Systems
- Design Leadership & Team Management
- Cross-Functional Collaboration
- UX/UI Strategy
- Print & Digital Production
- Process Optimization
- Stakeholder & Client Communication
- Marketing & Sales Enablement
- Accessibility & Clarity in Patient-Facing Content
Timeline
Creative Director
Patient Guide Solutions
08.2024 - Current
UI/UX Product Designer (Design Lead)
Apptegy
03.2019 - 02.2024
Creative Director
TheGiftbox.com (formerly Treatsie)
04.2016 - 01.2019
Web & Creative Designer
BLKBOX Labs
01.2014 - 04.2016
Creative Circle
Freelance Designer
01.2014 - 01.2015
Graphic Designer
Transamerica
01.2011 - 01.2014
Bachelor of Arts - Graphic And Digital Design
University of Arkansas