Summary
Overview
Work History
Education
Skills
Websites
Languages
Personal Information
References
Timeline
Generic

SAMANTHA SHAW

Los Angeles

Summary

Award-winning Global Creative Director with over 20 years of experience in the beauty, fashion, and luxury sectors. Achieved a significant 286% sales increase and 85% year-over-year growth in earned media value at Kitsch. Expertise in leading multi-touchpoint campaigns from concept to execution, infusing strong aesthetic vision and innovative storytelling to engage audiences effectively. Proven ability to collaborate with diverse stakeholders to produce impactful branding and advertising campaigns that drive meaningful business growth on a global scale.

Overview

24
24
years of professional experience

Work History

Creative Director

Kitsch
Los Angeles
01.2023 - Current
  • Reported directly to the CEO, spearheading Kitsch's comprehensive rebranding efforts, including visual identity and brand storytelling
  • Achieved an impressive 85% year-over-year growth in earned media value (EMV) in 2023
  • Drove 84% year-over-year sales growth in 2024
  • Devised a cohesive creative vision, expanding retail distribution into major retailers such as Target, Amazon, and Ulta
  • Engineered innovative creative concepts for licensing collaborations with esteemed brands like Barbie and Disney
  • Led a team of over 10 designers and creatives, fostering a collaborative and innovative environment
  • Oversaw integrated marketing campaigns across multiple channels, ensuring alignment with brand objectives
  • Managed the production of high-quality content, maintaining consistency with brand guidelines

Global Creative Director

Hourglass Cosmetics, Unilever | Hourglass
Los Angeles
03.2020 - 01.2023
  • Conceptualized and executed the creative vision and brand aesthetic, achieving a remarkable 286% sales increase in Korea
  • Tripled brand size since the Unilever acquisition in 2017, significantly enhancing market presence
  • Attained 30% year-over-year growth, driven by the successful launch of the Vanish Airbrush Concealer
  • Recognized by Sephora as 'Best in Class' for Creative three consecutive years, underscoring excellence in the field
  • Assembled Hourglass's in-house Creative and Content Studio, establishing a collaborative production environment
  • Mentored a creative team of over 10 individuals, managing timelines and optimizing content production processes

Content Director

Unilever | Hourglass
Los Angeles
12.2015 - 02.2019
  • Served as the global creative lead overseeing campaign creative, social media content, and brand events
  • Accelerated Instagram following from 150K to over 1M in less than 9 months, significantly enhancing brand visibility

Lead Content Creator (contract)

The Estee Lauder Companies | Bumble + bumble
Los Angeles
09.2014 - 11.2015
  • Developed impactful social and digital content, resulting in an impressive 200% growth in engagement over a 6-month period

Director, Global PR/Comms & Fashion Relations

The Estee Lauder Companies | Bumble + bumble
New York
09.2013 - 09.2015
  • Devised a comprehensive brand sponsorship strategy for over 60 Fashion Week shows annually
  • Oversaw high-profile celebrity collaborations and developed strategic PR initiatives for successful product launches
  • Directed production for more than 60 Fashion Week Shows annually in NYC and internationally.
  • Headed all celebrity, influencer and artist collaborations (including top fashion designers, stylists, models, and "it girls”).
  • Liaised with celebrity managers and PR reps to initiate new opportunities for collaboration.
  • Cultivated relationships with Bb. Editorial Stylists and mentored up and coming salon Stylists/Colorists.
  • Developed PR strategies for product launches and campaigns including launch parties, editor previews, consumer events, and photoshoots.
  • Cast and styled models/talent for all photo and videoshoots.
  • Acted as key liaison to the professional hairstylist community including high fashion editorial, TV, Film and Theater.
  • Provided support and product to more than 75 shows such as SNL, HBO GIRLS
  • Launched Bumble and bumble’s Instagram, executing creative and art direction for the brand’s social channels.

Director of Public Relations & Editorial Styling

Alexis Bittar
New York
03.2008 - 12.2013
  • Developed and executed strategic PR campaigns that enhanced brand visibility and shaped public perception. Notable campaigns and OOH postings featured Joan Collins and Absolutely Fabulous! cast.
  • Secured high-level media coverage by crafting compelling pitches and fostering relationships with top-tier press.
  • Oversaw client accounts, ensuring seamless execution of campaigns, and delivering best-in-class service.
  • Created and refined press materials, including media alerts, press releases, and brand narratives.
  • Lead client communications, serving as a trusted advisor and strategic partner to Alexis Bittar.
  • Managed and mentored junior team members, guiding workflow, and fostering growth.
  • Identified and cultivated opportunities for brand collaborations, celebrity partnerships, and influencer engagement.
  • Coordinated and oversaw media presence at events, red carpets, and industry activations.

Senior Public Relations Director

Shecky's Media
New York
04.2007 - 03.2008

Director of Public Relations, Brand Management & Events

Lounge
New York
04.2006 - 03.2007

Senior PR Account Executive

Think PR
New York
02.2005 - 03.2006

PR Account Executive

Tractenberg & Co
New York
02.2004 - 02.2005

Makeup Artist

Chanel
New York
06.2001 - 05.2003

Education

Bachelor of Science - Theater Arts

Skidmore College
Saratoga Springs, USA
05.2003

Study Abroad - Spanish Language & Culture

Universidad de Valencia
Valencia, Spain
06.2002

Full Immersion Semester Program - Theater Arts

Oxford University
Oxford, England
08.1998

Skills

  • Creative Vision & Strategy
  • Photo & Video Art Direction
  • Brand Stewardship
  • Campaign Development & Execution
  • Content Creation & Management
  • Trend Forecasting & Analysis
  • Re-Branding & Visual Identity
  • Product Development
  • Licensing & Design Collaborations
  • Packaging Design
  • Casting & Photoshoot Production
  • Product & Wardrobe Styling
  • Set Design
  • Post-Production
  • Event Production
  • Team Leadership & Mentorship
  • Team Management
  • Creative Direction
  • Brand strategy
  • Visual identity
  • Content creation
  • Team leadership
  • Trend forecasting
  • Multimedia production
  • Art direction
  • Creative team leadership
  • Design
  • Content strategy
  • Strategic communications
  • Visual storytelling
  • Brand messaging
  • Strategic thinking
  • Cross-functional collaboration
  • Design leadership
  • Vendor negotiation
  • Creative vision development
  • Storyboard creation
  • Photography direction
  • Print production
  • Concept development
  • Creative positioning
  • Team development
  • Concept pitching
  • Creative team collaboration
  • Video editing
  • Problem-solving abilities
  • Multitasking Abilities
  • Brand identity creation
  • Visual product development
  • Department development
  • Client relations

Languages

  • English
  • Spanish

Personal Information

Title: Creative Director

References

References available upon request.

Timeline

Creative Director

Kitsch
01.2023 - Current

Global Creative Director

Hourglass Cosmetics, Unilever | Hourglass
03.2020 - 01.2023

Content Director

Unilever | Hourglass
12.2015 - 02.2019

Lead Content Creator (contract)

The Estee Lauder Companies | Bumble + bumble
09.2014 - 11.2015

Director, Global PR/Comms & Fashion Relations

The Estee Lauder Companies | Bumble + bumble
09.2013 - 09.2015

Director of Public Relations & Editorial Styling

Alexis Bittar
03.2008 - 12.2013

Senior Public Relations Director

Shecky's Media
04.2007 - 03.2008

Director of Public Relations, Brand Management & Events

Lounge
04.2006 - 03.2007

Senior PR Account Executive

Think PR
02.2005 - 03.2006

PR Account Executive

Tractenberg & Co
02.2004 - 02.2005

Makeup Artist

Chanel
06.2001 - 05.2003

Bachelor of Science - Theater Arts

Skidmore College

Study Abroad - Spanish Language & Culture

Universidad de Valencia

Full Immersion Semester Program - Theater Arts

Oxford University

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