“Operations keeps the lights on, strategy provides a light at the end of the tunnel, but project management is the train engine that moves the organization forward.”
— Joy Gumz
The Bank of New York Mellon
Creative Operations
During my time with BNY, I’ve led project management efforts for the company’s internal creative team supporting various lines of business across the world. Key initiatives that I supported include:
New Branding Implementation
A major accomplishment in my role was the facilitating the successful implementation of updated branding across hundreds of creative deliverables around the world including commercial LED signage, internal and external communications, digital assets, event deliverables, etc.
Onboarding New Systems
I’ve gained invaluable experience in change management across a global enterprise, specifically for CMS platforms. Originally handling all project management within Optimizely, I supported the planning and successful launch of Workfront to cross-functional partners around the world.
Process Development
An integral skill I bring to the table is developing and implementing standard operating procedures for processes such as file saving/sharing, team stand-up meetings, resourcing matrix development, intake form development, self-service options, etc.
Volunteer Work
Outside of supporting creative operations, I am a member of various Employee Business Resource Groups (EBRGs) and participate in volunteer work to support national and local causes. Some organizations I volunteered with include Project Helping, advocating for mental health wellness nationally and Hilltop Farms, supporting local agricultural education opportunities.
Aerie by American Eagle
Brand Content Production
During my time with Aerie, I oversaw the content creator program by tracking campaign delivery and timelines, facilitating product fulfillment, and managing ad trafficking hand off of seasonal media creative assets. Key initiatives I supported include:
Social Media Content
At Aerie, I reviewed and coordinated social media plans with creative and copy teams based on a seasonal marketing plan to execute content placement across various platforms such as Instagram, TikTok Snapchat, Facebook, Pinterest, etc. Example shown above is Aerie's official instagram page.
Streaming Ads
I reviewed and coordinated digital media plans with creative and copy teams based on a seasonal marketing plan to execute content placement across various platforms such as Hulu, Youtube, etc. Following cross-functional review rounds of creative, I handed assets off to our ad trafficking team. The example shown above is a video ad that I supported during the 2023 holiday season.
LED Displays
Larger initiatives included the planning of digital displays across various locations such as NYC, Las Vegas, etc. My team was responsible for reviewing each round of creative and handing off final approved creative for delivery. The example shown above is an Aerie LED billboard ad that displayed in Times Square NYC during the 2023 holiday season.
#AerieReal Campaign
The #AerieREAL makers campaign partners with content creators across the country to show off Aerie product on a diverse range of girls to promote realistic body standards and authenticity. I assisted in casting creators based on content needs and composed briefs detailing creative guidance for creators. The example shown above is an Instagram reel posted from one of the #AerieREAL parters I briefed.
Media Activations
Media activations were a hit across online and in-person platforms including Bumble, Nativo, subway signage, airport pop-ups, etc. I provided product to content creators to promote within the activation as part of the AerieREAL Makers program. The example shown above is the Aerie Chill Lounge activation located in O'Hare International Airport in December 2023.
Email Promotion
A pivotal role I had at Aerie was collaborating with digital marketing and creative partners to request email designs based on seasonal marketing plans. Providing guidance to the creative team on photoshoot assets to utilize, I would review creative deliverables and hand off to digital marketing partners. The example shown above is a graphic used in a 2023 holiday sale email promotion.
DICK’S Sporting Goods
Content Production
During my time with DICK’S Sporting Goods, I served as central liaison for campaign execution across cross-functional teams to ensure execution of marketing content across email, social, eCommerce, print, and TV. Key initiatives I supported include:
Email Promotion
By collaborating with partners across email planning, marketing planning, eCommerce, and creative design teams, I assisted in the planning, scheduling, and execution of various departmental emails based on performance insights. I worked closely with merchandising partners to review and approve placement of their product and key promotions. The example shown above is from a storewide promotional email in which I coordinated content placement for men's athletic apparel.
Website Content
I determined content needs for dickssportinggoods.com by partnering with eCommerce and merchandising partners to review landing pages for various promotional categories and identify product exposure needs. I provided imagery and/or coordinated photography shoots to capture product for website display. The example shown above is a studio shot that I coordinated to promote cabin accessories for the 2021 holiday season.
Social Media
I reviewed social media plans with creative design, social media, and marketing planning teams to determine content placement across various platforms such as Instagram, Snapchat, Facebook, Pinterest, etc. I also worked closely with merchandising partners to review and approve placement of product and promotions. The example shown above is a laydown shot I coordinated for an Instagram display to gain exposure for the featured men's and boys' athletic apparel brands.
Photoshoot Planning
I provided photoshoot outlines based on shot needs for quarterly, campaign, and specialized photoshoots. Working closely with merchandising partners, I determined looks based on key product needs and assigned casting based on style and target audience. I provided styling guidance and reviewed each look with cross-functional teams to ensure the photography of the product successfully captured all business needs. The examples shown above are shots that I helped coordinate for the 2021 Q3 photoshoot.
Print Catalogs
Teaming up with vendor partners such as Nike, Under Armour, adidas, etc. I supported the promotion of influencer campaigns across various platforms such as social, email, and eCommerce. I built templates for these deliverables and provided brand-approved copy from the vendor, and worked closely with merchandising partners to ensure availability of product shown in vendor-approved assets and plan asset exposure. The examples shown above are assets from a Project Rock launch campaign that I partnered with the Under Armour Merchandising team to promote.
Vendor Campaigns
I had a very involved role in building catalog templates based on designated page allocation and partner with merchandising teams to submit product styles and pricing using promotion planning software. I collaborated with cross-functional teams to ensure the successful execution of brand exposure and creative direction. The example shown above is from the 2021 Holiday Catalog where I coordinated the display of men's adidas product and pricing.