Profile

Accomplished designer and writer with 25+ years of experience in marketing communications. Able to work independently, as part of a team, or lead a team (both in-house and freelance talent). Comfortable working directly with clients, leading meetings and presentations, and managing vendors. Able to leverage strategic vision, business acumen, and artistic talent to deliver high-impact marketing, print/design, and brand strategies. 

Experience

Creative Director, Gen4 Dental Partners | Phoenix, AZ | 2022 to Present
Provide creative strategy and vision for Gen4 Dental Partners, both for the corporate entity and its 100+ independently branded dental practices throughout the United States. Gen4 Corporate work includes the development of branding, corporate standards, digital advertising, trade show/exhibit materials, new practice onboarding materials, training materials, marketing playbooks, and promotional materials for corporate events. Creative work provided to support individual dental practices includes nomenclature and logo design, rebranding, quarterly marketing campaigns, website design, direct mail, print ads, digital ads, social media marketing, outdoor, collateral materials, and signage.

Marketing Director (Branding + Culture), Smile Dental Partners | West Michigan | 2018 to 2022
Member of Smile’s leadership team responsible for overseeing all marketing efforts from creative to operations. Helped the company expand from one local practice to a dental group with five regional practices and one surgical center in just four years. Developed and executed annual marketing strategies—including broadcast, outdoor, print, and digital advertising—designed to attract new patients and increase brand recognition. Managed community events including dental health program at elementary schools, as well as children’s events at area festivals and parades. Worked with clinical and operations teams to design patient forms and team training manuals. Collaborated with CEO and leadership team in the implementation of EOS (eosworldwide.com). Developed investor deck to facilitate corporate acquisition of the company.

Owner / President, Gazillion & One | Grand Haven, MI | 2004 to 2017
Propose, lead, and administer branding strategies and marketing plans in support of clients’ business objectives. Collaborate with creative, media, and consumer engagement teams to develop and execute comprehensive advertising campaigns for various B2C organizations. Manage client/ agency relationships and facilitate brand development workshops. 

Selected Achievements:

• Created and launched new brands for over 14 Michigan organizations including North Ottawa Community Health System, Bekins, Mike Schaap Builders, Sandi Gentry Real Estate, and multiple credit unions.
• Developed name, logo, and advertising campaign to launch The Culinary Institute of Michigan and grow enrollment to one 4,400 students annually.
• Helped brand and re-launch California-based St. Francis School of Law as the nation’s first online, non-profit law school.
• Managed Baker College marketing efforts across nine Michigan campuses and online school with national advertising budget of $15 million annually. 

Vice President / Creative Director, YH Inc. | Grand Haven, MI 49417 | 1998 to 2004
Hire, manage, and lead in-house creative department, freelance resources, and vendors in the creation, development, and production of all forms of marketing communications. Meet with clients and present creative work. 

Selected Achievements:

• Created and launched new brands for West Michigan organizations including Hudsonville Ice Cream, G&L Chili Dogs, Pioneer Construction, Goodwill Stores, and over 50 others.
• Managed Baker College brand and the development of advertising creative to help grow the college from four Michigan campuses to nine. 

Art Director, YH Communications | Grand Haven, MI | 1994 to 1998
Direct and implement a broad range of brands and marketing campaigns from conception to launch. Translate business requirements into effective advertising campaigns. Ensure projects meet all milestone, deadlines, and budget requirements. Intuitively adapt to new technology while ensuring compliance with corporate standards.

Graphic Designer, Young & Hermanson Advertising | Grand Haven, MI | 1992 to 1994
Develop and manage ideas and design concepts through production of advertising campaigns. Prepare estimates, manage budgets, and project manage workflow. 

Skills

• Consultant / Workshop Facilitator / Presenter
• Brand Development / Strategy
• Logo / Print Design
• Traditional / Digital Advertising
• Concept / Copywriting
• Newsletters / Brochures / Catalogs / Flyers
• Social Media
• E-mail Campaigns
• Staff, Vendor, and Media Relations
• Project Management
• Client Service

Education

Bachelor of Arts | Indiana Wesleyan University | 1990

• Major – Studio Art (with an emphasis in Graphic Design)
• Minor – Art History 

References

Available upon request