The Chops
Creative Director
Deluxe Corporation
December 2018 – September 2023
I played a key role in evolving the internal creative agency into a critical partner as the brand transforms from a 100+ year-old manufacturer to a FinTech payment company who’s products touch approximately a third of the US economy. Significant to this evolution was the hiring, retaining, and training of top creative talent who positively impact the quality of our creative product and corporate culture.- Co-partnering in building careers for 40+ member team- Directed creative deliverables for seasons 3 – 6 of the reality show Small Business Revolution,which had an audience of close to 500K subscribers across multiple digital channels including Hulu- Directing UI experiences for over 150 different web experiences including e-com and enterprise platforms- Representing Deluxe as expert/speaker at many internal and external events. Leading teams to deliver 7X ROI for creative portion of marketing programs
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In 2021, we delivered 6146 tactics in 2526 projects, a 20% increase from 2020 with no added headcount.
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In 2022, we delivered 5564 tactics in 2221 projects.
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In 2023, year to date, we have delivered 2802 tactics in 1108 projects.
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For 3.5 years, through the worst of the pandemic, we a had 100% retention rate.
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We operated at a below market rate of about a third of an outside agency
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When McKinsey audited sales and marketing, they described our team as the best value at Deluxe.
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In Q2 of this year, we drove $4.2M in our core emails alone.
Group Creative Director
LIFETIME Fitness
February 2016 – December 2016
Charged with leading the creative staff on the acquisition and retention team which produced marketing for new-member sales leads, accounting for 80% of total company income. This team was involved in evolving the LifeTime brand and highlighting the numerous companies within to new audiences across the print, digital, and social media channels. I was also charged with developing agency culture – creating a successful creative environment, finding efficiencies in projects, monitoring budgets and expenses. I reported and presented regularly to the CEO, c-suite executive team, and various other business owners, especially on unique strategic opportunities on behalf of the CEO.
Group Creative Director
The Lacek Group
June 2010 – February 2016
Responsible for many blue chip brands’ 1:1 data-driven, multi-channel creative solutions, developed in partnership with cross- functional teams. In doing so, was also responsible for helping expand financial objectives for business development within each client portfolio. While there I significantly impacted company culture, defined project process and earned local and international awards.While managing creative teams, we achieved impressive results: 16% year-over-year increase in member acquisition for National, a whooping 150% increase in club membership – the strongest acquisition growth in program history — for Alamo, and delivered an 80% higher response rate than the any previous year’s campaign and generating more bookings than any direct marketing campaign in the recent history for Carnival Cruise Lines.
President of the donut club.
"You have to keep busy. After all, no dog’s ever pissed on a moving car." – Tom Waits