Executive summary

As Senior Design Director, I led creative direction and hands on execution for The Wine Group's retail media business across a broad mix of digital channels and platforms. Working directly with the client and partnering closely with media, account and production teams, I helped scale creative support across a multi brand portfolio while maintaining cohesive storytelling across Walmart Connect, Kroger Precision Marketing, CTV, programmatic display, rich media, interactive and social campaigns.

The challenge

The Wine Group required creative support across a rapidly expanding portfolio of brands, retailers, channels and campaign formats. Each platform introduced different technical requirements, audience behaviors and creative constraints, while each brand demanded its own distinct visual identity and messaging.

The challenge was delivering high volume creative at scale while ensuring every execution remained cohesive, polished and tailored to its platform.

Leadership and responsibilities

As Senior Design Director, I served as the creative lead across The Wine Group retail media business.

• Leading creative direction across The Wine Group portfolio

• Maintaining creative consistency across multiple retail media platforms and digital channels

• Directing creative quality while remaining hands on in execution

• Partnering directly with client stakeholders and brand teams

• Mentoring and collaborating with designers Lamar Tittle and Danny Khan

• Supporting the continued growth of the partnership through scalable creative execution