Purvi Raval
Somerset
Summary
A little about who I am -
With creative talents I was driven to textiles naturally and acquired a Masters degree in Clothing & Textiles from the reputed Maharaja Sayajirao University in Gujarat, India. As part of my research paper I worked on eco-friendly pigment printing on natural fabrics like cotton banana & jute, which was later published in Journal of textile association back in 1999. Being a very sincere, hard-working candidate, I knew I had to equip myself with CAD skills. I completed my certifications in Adobe Creative Suite products, and since then, I have never looked back. I acquired ample experience in technical design and moved from fashion to graphics to home textiles, and that's when I realized that I was a natural when it comes to home textiles.
Now a Strategic Leader and VP of Product Design, Content, and Branding, I will be responsible for overseeing the strategic direction, development, and execution of both the visual design and content elements of a company's products, enhancing the brand DNA and positive brand positioning, ensuring a cohesive user experience while aligning with business goals by leading design and content teams, setting standards, and collaborating with cross-functional teams to deliver high-quality products across all touchpoints.
This role embodies a unique blend of foresight and adaptability, not just by managing products, but by shaping the future of how the organization creates value.
Overview
22
22
years of professional experience
Work History
VP of Product Design, Content & Branding
Lush Decor
East Brunswick
01.2025 - Current
- Monitored progress by establishing plans, budgets and measuring results.
- Drafted marketing plans for newly launched products or features.
- Created effective business plans to focus strategic decisions on long-term objectives.
- Managed the budget for all product initiatives, ensuring cost efficiency.
- Delegated work to staff, setting priorities and goals.
- Provided leadership, insight and mentoring to newly hired employees to supply knowledge of various company programs.
- Used excellent verbal skills to engage customers in conversation and effectively determine needs and requirements.
- Implemented successful business strategies to increase revenue and target new markets.
- Developed and monitored ongoing metrics for product success.
- Created detailed user stories and specifications for each feature of the product.
- Prepared staff work schedules and assigned team members to specific duties.
- Reviewed financial statements and sales or activity reports to measure productivity or goal achievement.
- Participated in brainstorming sessions to conceptualize new products.
- Analyzed customer feedback and metrics to refine existing products and services.
- Collaborated with cross-functional teams to identify customer needs and develop new product features.
- Implemented campaigns and promotions to help with developing goods and services.
- Cultivated relationships with partners that enabled access to new technologies.
- Collaborated with product teams to interpret requirements and develop innovative product offerings.
- Coordinated efforts between departments such as sales, marketing, operations.
- Collaborated cross-functionally to assess product value, usability and feasibility.
Head of Global Content Factory
Lush Decor
East Brunswick
06.2024 - 01.2025
- The Head of Global Content Excellence defines and sets the organization's strategy for Creative and Content in the context of the Science of Brand Growth.
This role leads a team that works across brands, agencies, and markets to define and continuously improve creative and content development processes, execution, and outcomes, and drives our Marketing Communications process. - This role leads brand growth for distinctive assets and brand experiences, determining how to assess and improve effectiveness, driving accountability, and mental availability metrics across the portfolio.
This role is responsible for tools, workflows, technologies, measurement, and partnerships that streamline ways of working, and improve the organization’s ability to deliver effective creative and content with consistency. The Head of Global Content will also work to create a culture of continuous learning and development—creating detailed learning plans and looking internally and externally for best-in-class examples. This role requires an experienced business leader who has built effective teams, collaborated cross-functionally, and worked with external partners to create a significant shift in organizational capability.
Roles and Responsibilities (Business Goals – Customer Needs – Develop, Plan, and Publish Content) • Content Planning and Performance (scorecard, experimentations, gap analyses, audits, etc.)
• Understand business goals and customer needs for brand growth. • Developing standards and best practices – consistent brand "voice." • AI innovation applied to content.
Cross-department collaborations and processes are set up across internal functions and with external partners.
• Project Management, Team Management. Sent from my iPhone.
Design Director
Lush Decor
East Brunswick
12.2023 - 07.2024
- Developed and communicated industry-leading creative concepts consistent with brand.
- Facilitated new processes within department, alleviating repetition and boosting overall team productivity.
- Managed own accounts and projects, working within budget and scheduling requirements.
- Organized workshops with cross-functional teams to brainstorm new ideas for product innovation.
- Oversaw and trained highly talented teams of designers, providing guidance, and support to complete work on time and within project parameters.
- Translated marketing objectives into creative strategies, designs and plans.
- Maintained project timelines and budgets by tracking progress against goals throughout the development cycle.
- Created detailed wireframes, storyboards, mockups and prototypes to communicate interaction ideas.
- Supervised several projects simultaneously, maintaining profitability of each and consistently exceeding design expectations.
- Worked with creative directors to develop design solutions.
- Presented concepts and designs directly to senior leadership teams at various stages of the project lifecycle.
- Conferred with creative art department heads to discuss client requirements and coordinate creative activities.
Design Manager
Lush Decor
East Brunswick
08.2016 - 12.2021
- Drafted project briefs for designers outlining objectives, deliverables, timelines, and budgets.
- Facilitated coaching and feedback for newer team members to guide their ideas into workable, practical design.
- Resolved customer inquiries and complaints requiring management-level escalation.
- Hired team of service designers to develop smooth workflow through creation of procedures and guidelines.
- Managed implementation of human-centered design approaches to standardize design methodologies.
- Recruited and trained new employees to meet job requirements.
- Interviewed prospective employees and provided input to HR on hiring decisions.
- Managed relationships with external vendors such as photographers and illustrators.
- Proposed or approved modifications to project plans.
- Remained calm and professional in stressful circumstances and effectively diffused tense situations.
- Established procedures for archiving completed designs for future reference or reuse.
- Oversaw day-to-day operations of the department by delegating tasks among team members.
Product Development Specialist
Trade Lines Inc
Piscataway
02.2007 - 12.2011
- Responsible for the concept and development of a new product line for home textile products.
- Execution of CAD artwork using Adobe Creative Suite products.
- Works directly with printing and manufacturing companies, and collaborates with other departments to ensure the accurate and efficient implementation of design elements in the final product.
- Extensive market research is conducted to predict design and color trends.
- Packaging design for in-house products, like headers, tags, labels, and inserts.
- Responsible for making color cards for customers, lab dips, and comments for special buyers.
- Involved in Market Week showroom setup and presenting the new line in customer meetings, demonstrating excellent communication skills.
- Monitored industry trends in order to anticipate future product development needs.
- Supervised daily activities of assigned department personnel, quickly addressing questions or performance issues.
- Supported efforts to develop and launch new product offerings and enhancements for existing products.
- Researched competitive products in order to create a unique product offering for customers.
- Maintained accurate records of all product development activities throughout the life cycle of each project.
- Directed and coordinated fabrication of models or samples from sketches.
- Provided technical support during the production process to ensure quality control measures were met.
Technical Designer
Skiva International (Consultant)
New York
01.2005 - 02.2007
- Responsible for spec'ing and grading women's junior, missy, and large-size hi-fashion garments, including writing worksheets, fit comments, and communications with overseas.
- Sketching for vendor orders using Adobe Illustrator.
- Responsible for preparing tech packs for sampling and production overseas.
- Responsible for making color cards for customers, lab dips, and comments for special buyers.
- Involved in fit sessions for special buyer requirements.
Merchandiser /Design Assistant (Internship)
Rafty By Sahara, Ltd
New York
02.2004 - 11.2004
- Responsible for coordinating tech packs for sampling and production with overseas vendors, including writing spec sheets, grading, and fit comments from prototype through production.
- Responsible for preparing lab dips, organizing swatches/catalogs, and creating layouts using Illustrator and Photoshop.
- Responsible for maintaining files, shipping and tracking samples, and creating packing lists and bills of lading using Excel.
- Collaborated with vendors to negotiate pricing, delivery dates, and other terms of sale.
- Monitored weekly, monthly and quarterly achievement goals.
Logo Designer (Internship)
Non Profitable Organization
Piscataway
07.2003 - 08.2003
- Designed logos and graphics for the website using Adobe and Macromedia software.
- Designed a web page for the website using HTML and Macromedia Dreamweaver.
- Attended trade shows and conferences related to the field of graphic design.
- Oversaw product design, print design and marketing collateral from concept to completion.
- Optimized logo designs for various digital platforms, including web and mobile devices.
- Submitted design ideas to plan projects with customers and managers.
- Maintained organized digital files of completed logo designs for future reference.
Education
Nedgraphics - Home Textiles
Fashion Institute of Technology
New York, NY05-2016
U4ia - Textiles
Fashion Institute of Technology
New York01.2015
Certificate in E-Commerce - Digital Communications and Multimedia
County College of Morris
New Jersey01.2002
Certificate in Multimedia - Computer Graphics
Arena Multimedia
India06.1999
Masters in Clothing & Textiles -
M. S. University
Gujarat, India01.1999
Bachelor in Clothing & Textiles -
M. S. University
Gujarat, India01.1997
Skills
- Product strategy
- Cross-functional collaboration
- Content development
- Brand strategy
- Team leadership
- Data-driven decision making
- Product lifecycle management
- Product launches
- Cross functional leadership
- International expansion
- Design thinking
- Product positioning
- Scalability planning
- Product metrics
- Cross-functional team leadership
- Proficient in Adobe, Microsoft, Ned-Graphic, and SEO tools
- Organizational skills
- Process improvements
- Resource allocation
- Budget control
Personal Information
Title: Textile Designer / Digital Specialist
Additional Information - Areas Of Expertise
- Product Development - Initiate original design concepts through extensive market research and prediction of design and color trends to final product development.
- Package Design - for home textiles and paper industry.
- Computer Proficiency - Adobe Illustrator, Photoshop, Indesign, Flash and Microsoft office tools. Trained in Printing suite by Ned graphics to create design repeats, recolor and color separation.
- Analyzing Market - Trends to predict Design & Color forecast for new product development.
- Good knowledge & understanding of technique/terminology/repeat sizes for textiles & graphic elements with excellent color matching skills.
- Customer Interaction - Excellent interpersonal and communication skills. Experienced in showroom setup and presenting new product line for Market week buyer presentations.
Accomplishments
A study on Eco-Friendly Printing Methods on Cotton Banana and Jute Fabrics, 1999
Timeline
VP of Product Design, Content & Branding
Lush Decor
01.2025 - Current
Head of Global Content Factory
Lush Decor
06.2024 - 01.2025
Design Director
Lush Decor
12.2023 - 07.2024
Design Manager
Lush Decor
08.2016 - 12.2021
Product Development Specialist
Trade Lines Inc
02.2007 - 12.2011
Technical Designer
Skiva International (Consultant)
01.2005 - 02.2007
Merchandiser /Design Assistant (Internship)
Rafty By Sahara, Ltd
02.2004 - 11.2004
Logo Designer (Internship)
Non Profitable Organization
07.2003 - 08.2003
Nedgraphics - Home Textiles
Fashion Institute of Technology
U4ia - Textiles
Fashion Institute of Technology
Certificate in E-Commerce - Digital Communications and Multimedia
County College of Morris
Certificate in Multimedia - Computer Graphics
Arena Multimedia
Masters in Clothing & Textiles -
M. S. University
Bachelor in Clothing & Textiles -
M. S. University
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