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Click here or scroll down to respond to this candidateBIOGRAPHYGetting inside the mind of the shopper and their relationship with brands is what I do best. Fluent in shopper marketing, retail strategy & design, branding, omni-channel campaigns, creative management, and overall making the journey to purchase easier. PROFESSIONAL EXPERIENCEGreenridge Naturals, Creative Director over Shopper Marketing Chicago, Illinois September 2023Present Head of retail activation, overseeing shopper-programs for our full line of premium, natural, meats and cheeses while transitioning the brand to a new visual identity.Usonian Creative, Design and Brand Consultant Chicago, Illinois January 2005Present Key Achievements: Led the environmental graphics component of an international store redesign project for T.J. Maxx, enhancing the overall brand experience. Worked on multiple concept hotel projects for hospitality brands such as Hilton and Marriott in collaboration with FRCH Design Worldwide, ensuring alignment with brand standards and customer expectations. Played a pivotal role in collaborating with Saatchi & Saatchi X on transformative shopper marketing and packaging initiatives, including the insite-driven redesign of the gastrointestinal aisle for Prilosec OTC and a strategic overhaul of the salty snack aisle for Frito Lay. Led the successful execution of a comprehensive, international re-branding for Easy Spirit shoes under the Nine West Group umbrella. Overseeing the project from concepting to completion, the initiative was rolled out over a 12-month period, effectively bridging the gap between a pragmatic brand identity and its more stylish counterpart.E. & J. Gallo Winery, Creative Director (remote contract) June 2021 to October 2022 Worked on Gallo's activation and e-commerce initiatives. Was re-engaged from a previous full-time role to help during pandemic transitions. Key Achievements: Developed and executed several seasonal programs aimed at enhancing the relevance of the Direct-to-Consumer (DTC) website. Notably, a grilling promotion that correlated specific steak cuts with complementary wine types achieving a record-high engagement for the site, showcasing the website's effectiveness in catering to consumer interests and education. Directed comprehensive e-mail and digital campaigns to educate consumers about wine, and streamline the on-line ordering experience, resulting in increased brand awareness and customer satisfaction. Led in-store projects for prominent retailers such as Target and Whole Foods, aligning seasonal wine-forward campaigns with the retailers' existing marketing calendars to optimize the shopper journey and drive sales. IN-Connected Marketing, Creative Director Chicago, Illinois August 2020 to April 2021 Key Achievements: Oversaw the J.M. Smuckers Company, Airly, Naturelo, and Sara Lee accounts, developing multi-channel promotional campaigns aligned with their above-the-line strategies. Managed and mentored a team of nine designers, art directors, copywriters, and associate creative directors, fostering collaboration and creativity. Unfortunately, due to agency layoffs, my team was disbanded, necessitating an early transition from the role. AND Agency, Creative Services Director Chicago, Illinois March 2019 to August 2020 Led the creative department, guiding full-time internal and external designers in executing international branding, CX, UX, UI, and brand placemaking projects.Key Achievements: Contributed to enhancing, reviewing, and establishing protocols and procedures for the rapidly growing firm, spanning offices in Toronto, Chicago, San Antonio, and Monterrey, Mexico. Directed signage and retail communication for special initiatives within AT&T retail locations, ensuring effective brand representation. Led placemaking projects for AT&T call centers nationwide, integrating regional geography and culture into wayfinding, super-graphics, dimensional installations, immersive video walls, and digital content. Successfully transitioned the creative team from full-time in-office status to a fully-remote working model, optimizing productivity and flexibility during the pandemic.E. & J. Gallo Winery, Creative Director over Shopper Marketing Modesto, California July 2015 to March 2019 Creator of Gallo Shopper 360, the internal shopper marketing agency serving the E. & J. Gallo portfolio of over 120 wine and spirits brands. Key Achievements: Built Gallo Shopper 360 from scratch to an internal shopper marketing agency of 18, supporting retail, on-premise and direct-to-consumer channels. Creative direction and conceptualization of "Ros Your Way," an omni-channel program showcasing Gallo's Ros portfolio. The campaign generated over 20.9 million impressions and facilitated more than 180.5k interactions. It resulted in a +124.6% increase in dollar sales compared to the previous year. Within the first two months, the Ros category exhibited a growth of +67% in dollar sales and +66% in volume from March to April. Gallo's Ros SKUs experienced significant growth, with an +83% increase in dollar sales and a +112% surge in volume during the same period. This positioned Gallo brands as a market leader, surpassing the industry average by 15% in dollar sales and nearly doubling volume. Led re-branding initiatives refining the DNA of several legacy flagship brands, keeping the lines relevant with consumers. Collaborated with national retailers on various prototype projects aimed at reinventing departmental designs on a category scale. Represented the shopper-view on the team responsible for developing Gallo's KUBE system, a sophisticated segmentation model tailored to shopper, consumer, and occasion-based insights. Additionally, contributed to designing intuitive formats for presenting these findings internally and to customer partners, facilitating actionable decision-making and strategic alignment. JAMIE WILLIAMSONCHICAGO, ILLINOISPHONE: PHONE NUMBER AVAILABLEEMAIL: EMAIL AVAILABLELINKED-IN: LINKEDIN LINK AVAILABLEPORTFOLIO: WWW.WILLIAMSONJ.COMPROFESSIONAL EXPERIENCE continuedTOMY International, Director of Creative Services Chicago, Illinois August 2014 to July 2015 Provided leadership and project management for the Creative Services team across multiple offices, overseeing TOMY toy brands such as Chuggington, John Deere, Pokmon, Battroborg, Sonic, Inside Out, and Miles From Tomorrowland. Responsibilities encompassed packaging design, branding, graphic design, copywriting, shopper marketing, trade marketing, digital initiatives, and collateral development. Key Achievements: Mentored and led a team of eleven packaging, POP, catalog, and digital designers, fostering a collaborative and innovative work environment. Served as the creative liaison with Disney Consumer Products, strengthening TOMYs relationship as a licensee and ensuring alignment with Disneys production calendar and package design standards. Implemented industry best-practices and procedures to optimize workflow efficiency and enhance package design quality control processes. Played a pivotal role in securing the Zootopia property by delivering innovative packaging and structural solutions, effectively showcasing TOMY's capabilities during pitch presentations.Ryan Partnership, Creative Director Chicago, Illinois March 2010 to August 2014 Lead creative for Nestl Purina Shopper Marketing. Initially was responsible for pre-store, in-store and in-aisle creative for PetSmart, Kroger and HEB. Responsibilities were increased by Purina within six months to also include Target, Walmart and Sam's Club, helping triple the business for Ryan. Later, Meijer, Petco, Ahold and Dollar General were also added. Key Achievements: Secured a brand's permanent end-cap placement in a national pet specialty store through the development of an innovative pop-up tray shopping system, enhancing visibility and driving sales. Led several prototype "dream-state" projects for multiple retailers, facilitating departmental re-inventions on a category scale, and fostering unique shopping experiences differentiated for each retailers shopper. Designed and implemented themed FSCIs for Walmart, introducing a breakthrough format that enhanced product visibility and consumer engagement within the category. Successfully managed the implementation and art direction of a $500,000 multi-location photo shoot for Purina, ensuring high-quality visual assets for marketing campaigns and promotional materials. HONORSMeijer Supplier of Excellence AwardMeijer, 2019 The Progressive Grocer Award for InnovationProgressive Grocer Magazine, 2018 Path to Purchase InstituteJudge for the Path to Purchase Institutes's POP Awards Competition, 2016, 2018 Path to Purchase Institute & Shopper Marketing MagazineWho's Who in Shopper Marketing, 2016, 2017, 2018 Design of the Times MagazinePlatinum Award, Nestle Purina Purpose Target Focal Endcap, 2015 Design of the Times MagazineGold Award, Nestle Purina Lift Test Quarter Pallet, 2014 Design of the Times MagazinePlatinum Award, Nestle Purina Lift Test Half Pallet for PetSmart., 2014 POPAIOMA Award, Gold, 2011EnescoBest Brand Reinvention for Foundations, 2009 POPAIOMA Award, Gold, Outstanding Marketing at Retail, 2008 P&G Health CareBest National In-store Advertising and Best National In-store Commercial Innovation, 2007 Advertising ClubADDY AwardSilver, 2007International Council of Shopping CentersMaxi Award, 1997, 1998, 1999, 2001, 2002, 2003, 2004 EDUCATIONCoaching for Greater Effectiveness, Center for Creative Leadership, Certification Central Academy of Commercial Art Cincinnati, Ohio, Graduate |
