SABRINA TOY
San Francisco,USA
Summary
Visionary Chief Creative Officer and Executive Designer known for revitalizing iconic brands and increasing brand value through the execution of impactful design strategies. Expertise in merging traditional craftsmanship with innovative design to create globally recognized collections. Esteemed for strong organizational and communication skills, driving cross-functional collaboration to enhance market positioning and revenue growth.
Overview
26
26
years of professional experience
Work History
Design Director & Lead Designer
RANDY FENOLI BRIDAL
San Francisco, California
04.2021 - Current
- Rejuvenated brand with a relevant creative strategy and design execution for bridal collections.
- Designs increased brand value by 353% during the first year, and achieved sustained growth of 125% entering the fourth year.
- Articulate design objectives, collaborate with cross-functional teams, and adjust prototypes with Taiwanese factory design teams throughout the product life cycle to ensure that designs are implemented accurately and efficiently.
- 60 initial samples generated annually, operating remotely, and joining essential seasonal meetings.
- Evaluate market trends to inform design concepts and enhance customer appeal, incorporating feedback into final products.
- Boosting productivity by establishing design standards, facilitating new company-wide processes, ensuring consistency across all product lines, and alleviating repetition.
- Maintain project timelines and budgets by tracking progress against goals throughout the development cycle.
Chief Creative Officer
MODECA
San Francisco, California
04.2021 - Current
- Revitalized MODECA brand and image with innovative design and styling approach
- Executing design and creative direction for multiple brands: MODECA, Le Papillon, and Couture by MODECA.
Developed brand identities for Curves and LUX by MODECA, strengthening their market positioning. - Consistently increasing revenue, despite challenges posed by the Covid-19 pandemic crisis.
- Coordinate with cross-functional teams to align on branding strategies, product design, and objectives.
- Cultivate relationships, and articulate design goals to perfect prototypes alongside Taiwanese factory design teams.
- Working remotely, participating in critical seasonal meetings, and generating 70 initial samples annually.
- Direct aesthetic and creative vision for marketing materials.
- Brand face for digital media outlets including Instagram, Facebook, TikTok, etc.
- Manage budgets for creative projects while maximizing resource efficiency.
- Analyze market trends and competitor activities to inform strategic, creative product development decisions.
Principal Officer
Sabrina Toy Designs, L.L.C.
San Francisco, USA
04.2021 - Current
- Company Overview: Independent executive design services tailored to unique client objectives and strategic goals, aligning with varying company needs.
- Develop a strategic vision for product innovation and market expansion.
- Lead cross-functional teams to enhance operational efficiency and effectiveness, fostering strong relationships to support business objectives.
- Managed financial planning and budgeting processes
- Evaluate industry trends to inform strategic decision-making and product offerings.
- Develop creative solutions for complex problems facing the organization.
- Negotiate contracts between companies and suppliers.
Senior Designer
Maggie Sottero Designs
San Francisco, CA
06.2007 - 08.2020
- Recruited to enhance design quality and elevate brand recognition for Sottero & Midgley, Maggie Sottero, and Rebecca Ingram
- Designs achieved top-ranking 'platinum' status with continued success.
- Consistently increased annual revenues by 25% for Sottero & Midgley while working remotely, traveling to Salt Lake City, Utah, and Sydney, Australia, for pivotal seasonal meetings.
- Anticipated trends through comprehensive research.
- Designed and managed complete product life-cycle for over 200 gowns annually,
- Led merchandising of approved sketches and coordinated with factories for production.
- Crafted tech packs to facilitate global understanding.
- Streamlined telecommunication, perfecting muslins, lace placement, artwork, beading revisions, price negotiations, and first sample approvals.
- Orchestrated visits to factory design studios, providing direction to designers, pattern teams, and hand-work finishing teams for sample precision.
- Applied hands-on techniques for draping and lace placement design
- Managed the domestic design team to modify and optimize the initial sample fit while participating in executive sample selections in Salt Lake City offices.
- Engaged in personal appearances at trunk shows up to two times each year
- Directed design team product development schedule to fulfill corporate deadlines while delivering support for up to 7 Asian factories daily
- Illustrated gowns for press/media use.
- Mentored junior designers to success in project execution and design techniques.
Head Designer/Design Director, Bridals
Mon Cheri Bridals
San Francisco, CA
09.2004 - 06.2007
- Selected to innovate brand image for Mon Cheri Bridal, Mon Cheri Flower Girls, 2Be Bridals, 2Be Couture, 2Be Flower Girls, and Allie Renee Bridals.
- Designs amplified annual sales by 20% for Mon Cheri, Mon Cheri Couture by Sabrina Toy, and Flower Girl.
- Launched new high-end collection, Mon Cheri Couture by Sabrina Toy.
- Ghost designed for James Clifford and JCH labels.
- Achieved design success with reorder ratios across all brands.
- Executed full-time remote work while traveling to Trenton, New Jersey for seasonal meetings
- Oversaw and advanced efficiency in timeline management and streamlined revision protocols across all departments to maintain uninterrupted production deliveries
- Managed overseas design teams during the product development phase, perfecting muslins, lace placements, artwork, and beading swatches.
- Director of Design, Advertising, and Merchandising Departments.
- Creative Director for photo shoots and overall aesthetics.
- Attended trunk shows for personal appearances up to two times annually.
- Illustrated gowns for press/media use
Designer
David's Bridal, Inc.
Conshohocken, USA
01.2002 - 09.2004
- Recruited to elevate the designer brand presence of the Oleg Cassini brand.
- Created innovative designs for bridal lines, and enhanced brand recognition for Oleg Cassini, consistently cultivating top-selling gowns.
- Directed technical design teams on sample revisions, and supplied tailoring expertise support for production approvals.
Designer
Jessica McClintock, Inc.
San Francisco, USA
06.1999 - 01.2002
- Recruited as Designer-in-Training and promoted to Designer within 3 months
- Spearheaded design initiatives for top-tier labels, including Jessica McClintock Signature, McClintock, and Gunne Sax.
- Initiated and rolled out Jessica McClintock Signature Bridal
- Collaborated with various celebrities, creating bespoke evening and bridal gowns for high-profile clients, including country singer Reba McEntire, Olympic gold medalist Kristi Yamaguchi, actress Jane Seymour, journalist Jan Yanehiro, and California State Representative Jackie Speier.
- Directed operations of in-house Design Atelier with a team of 45 individuals
- Lead fashion shows in design, direction, and coordination; proceeds impacted local charities.
Education
Certificate of Advanced Fashion Design -
Fashion Institute of Design And Merchandising
San Francisco, California06-1999
Associates of Arts Degree - Fashion Design
Fashion Institute of Design And Merchandising
San Francisco, California06-1998
Skills
- Design
- Illustration
- Flat sketching
- Expert trend analysis
- Concept direction
- Draping
- Pattern-making
- Sewing
- Tech pack creation
- Excellent global communication skills
- Understand Mandarin fashion terminology
- Strategic mindset
- Organized critical thinker
- Motivational leadership
- Logical negotiating
- Curious quick learner
- Creative problem-solving
- Talent development
- Office 365
- Adobe Suite
- Brand strategy
- Product innovation
- Design management
- Cross-functional collaboration
- Project management
- Creative direction
- Contract negotiation
- Effective communication
- Problem solving
- Relationship building
- Data-driven decision making
- Budgeting and cost control
Accomplishments
- 2020 Best Bridal Collection and Best Bridal Brand for Maggie Sottero, awarded by the British Wedding Awards.
- 2019 and 2018 Best Bridal Gown Collection for Maggie Sottero, awarded by the British Wedding Awards.
- 2019, 2018, and 2017 Best Designer Gown Collection for Sottero & Midgley, awarded by the Retail Bridalwear Association.
- 2017 Couples' Choice Award for Maggie Sottero, awarded by WeddingWire.
- 2016 Best Wedding Dress Designer for Sottero & Midgley, awarded by the UK Retail Bridalwear Association.
- 2016 and 2015 Best International Bridal Collection for Maggie Sottero, awarded by the British Wedding Awards and UK's Wedding Ideas.
- 2015 Best Bridal Manufacturer Award by the Bridal Buyer Awards.
- 2013 Best Bridal Manufacturer Award by the UK's Wedding Ideas Magazine.
- 2012 Best Bridal Collection Award for Maggie Sottero by the readers of Perfect Wedding Magazine, UK.
- 2011 Best Bridalwear Supplier Award by the British Bridal Exhibition Retail Bridalwear Association.
- 2011 Best Dress Collection Award by Wedding Ideas.
- 2010 Hall of Fame Award by DEBI.
- 2009 Best Wedding Gown of the Year Award for the IRELAND Gown by Bridal Buyer.
- 2007 DEBI Award winner for Best Bridal Gown Manufacturer.
- 2006 DIVA Award winner for Mon Cheri Flower Girls.
- Featured cover designer in Modern Bride, Brides, and Modern Weddings magazines.
- Featured cover designer on Brides, Modern Wedding, Bridal Guide, Bridal Buyer, and Bride & Groom magazines.
- Recognized as featured designer within San Francisco Design Center News '30 under 30' editorial in 2002
Volunteer Experience
Founder/Co-Chair, Jim and Mae Yea Toy Scholarship for the Arts, San Francisco, San Francisco, CA.
2014 - Present
Founded and developed this scholarship to motivate children to create and experience art. Continually design challenging guidelines for annual contest with a mission to instill a sense of achievement, community and awareness.
Affiliations
- philanthropist
- coach elementary & junior high championship volleyball and baseball teams
- acrylic canas painter
- hapkido student and kickboxer
PORTFOLIO
- sabrinatoy.com (access available upon request)
References
References available upon request.
Timeline
Design Director & Lead Designer
RANDY FENOLI BRIDAL
04.2021 - Current
Chief Creative Officer
MODECA
04.2021 - Current
Principal Officer
Sabrina Toy Designs, L.L.C.
04.2021 - Current
Senior Designer
Maggie Sottero Designs
06.2007 - 08.2020
Head Designer/Design Director, Bridals
Mon Cheri Bridals
09.2004 - 06.2007
Designer
David's Bridal, Inc.
01.2002 - 09.2004
Designer
Jessica McClintock, Inc.
06.1999 - 01.2002
Certificate of Advanced Fashion Design -
Fashion Institute of Design And Merchandising
Associates of Arts Degree - Fashion Design
Fashion Institute of Design And Merchandising
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