MADISON REED vp executive creative director | May 2016-March 2022
Created brand voice, look & feel. Oversaw strategic brand creative for photography, radio,TV, FaceBook Ads, DM, OOH, storytelling, digital, video, UI/UX, ULTA store experience and all things brand love. Opened 60 Hair Color Bars nationwide. Launched MADISON REED Mr.® for men. Launched brand in ULTA x Target and on Amazon. Directed product positioning, naming, packaging and go-to-market integrated seasonal and product launch campaigns. Two Allure Best in Beauty Awards. Creative leadership. Madison Reed was recognized by Fast Company as one of the Most Innovative Companies of 2021. 

HALEECREATIVE.COM branding consultant | 2015-2016
Branding, strategy, creative direction, concepts, org/process, photo art direction, design direction, brand voice, storytelling and creative solutions for clients including Kendo/Sephora, butter LONDON™ (earning an Allure Best in Beauty Award), First Aid Beauty, Honest Beauty x Periera O’dell, The Wine Group, and Madison Reed. 

BARE ESCENTUALS global creative director | 2009-2014
Led company-wide creative working closely with the CEO and founder to launch bareMinerals and Buxom cosmetics globally. Inspired and managed a department of 30+ art directors, designers, writers, and production artists. Developed creative strategies for national print campaigns, TV, social media, digital, experiential marketing, packaging, PR, and video. Led naming and product positioning—winning 2 Allure Best in Beauty Awards. Directed monthly campaigns and in-store promotions in bareMinerals boutiques, Sephora and ULTA. Redefined the brand voice with disruptive headlines and engaging copy. Produced on-figure photoshoots overseeing photographers, casting, styling, retouching, and makeup artists. Translated marketing objectives into compelling creative. Smiled under pressure. 

SMITH & HAWKEN creative director | 2008-2009
Responsible for overall creative direction and strategies for TV, catalog, web, radio, in-store signage, packaging, and PR. Mentored and maximized diverse talents of the creative team—20+ art directors, writers, photographers, stylists, and production artists. Reinvented the catalog and e-commerce. 

BENEFIT COSMETICS editorial director | 2006-2007
Concepted and wrote national print advertising, web, press releases, catalog, direct mailers and product copy—working closely with Founder Jean Ford. Created product positioning, product names, storytelling and new product concepts. Managed and edited copy and product claims through regulatory/legal approval.

MACY’S WEST BROADCAST creative director editorial | 2000-2006
Concepted and wrote seasonal and promotional TV commercials for fashion, fragrance and home. Cast and directed actors, voice-over talent, and stylists. Supervised TV shoots and post-production editing sessions. Directed, wrote, and produced radio commercials. Managed copywriters, art directors, freelance motion-graphic artists and musicians in the creation of original tracks for TV and radio. Developed and executed branding initiatives and strategic campaigns. 

GAP INC. senior copywriter | 1995-1999
Lead writer in the creation of the Old Navy brand voice. Wrote national TV, print and OOH advertising campaigns. Wrote and directed national radio campaigns. Developed original names and identities for Gap, babyGap and Old Navy products and franchise businesses. Created concepts and wrote copy for press releases, packaging, promotional programs, and in-store marketing. Managed junior copywriters. 

UNIVERSITY OF COLORADO AT BOULDER
School of Journalism: Advertising BA with Honors | University of Seville, Spain: Art History