ABOUT
Executive-level creative brand director, strategist, and content creator. Mission-led to unlock brand and contributor visions and bolster enthusiasm. Blend authenticity and researched-backed marketing techniques to drive brand strategy & engagement.
Two-time New York Times Bestselling author, multi-award winning photographer, wilderness first responder, seasoned backpacker, cyclist, and health enthusiast committed to making wellness and the outdoors more accessible.
EXPERIENCE
Designs for Health — Executive Creative Director
January 2021 - Present
Founded and led a centralized, in-house creative marketing department to support six brands across the Designs for Health portfolio with a yearly revenue of over $250 million.
Managed a team of 11 highly skilled mid-to-senior direct reports with yearly learning targets on hard and soft skills.
Company sales increased 20% YOY on products during my tenure through strategic digital marketing techniques to increase online ranking and visibility.
Collaborated cross-functionally with departments to launch new campaigns, products, and digital promotions across multiple platforms on schedule and within budget.
Developed creative decks and project outlines with clear scope, vision, and desired outcomes, fostering effective communication and alignment with company targets.
Spearheaded a marketing-focused brand audit that resulted in a fully updated brand book used across global marketing channels, resulting in a stronger, more cohesive brand identity.
Transitioned a 30-year legacy B2B brand to include B2C by creating a strategic user journey and CRM framework for the new consumer market without excluding a loyal practitioner base.
Weekly meetings with the C-suite team to ensure creative brand vision aligned with company initiatives.
Stayed up to date with digital marketing and social media trends to ensure best practices were being addressed, generating more effective and innovative campaigns.
Created team-building initiatives to address healthy work-life balance, resulting in more engagement and a boost in team productivity.
Developed real-world brand activations and supported the convention team in our booth build-outs.
Support the long and short-term goals of the business by setting OKRs and delivering on KPIs.
Fx Chocolate — Creative Director
November 2019 - January 2021
Developed, and launched a brand identity for Fx Chocolate to promote health and wellness through supplement-infused chocolate.
Went from the brand concept stage to launching into KeHe and Unfi for distribution in Sprouts, Whole Foods, CVS, and Market of Choice.
Directed a comprehensive branding and marketing campaign, including packaging design, logos, brand standards, tone of voice, brand personas, welcome series, geotagging, website, CRM framework, and social media program.
Established and managed creative teams to develop ongoing brand assets, as well as increase market awareness and recognition.
Crafted content direction for PR, marketing, shipping collateral, and point-of-sale systems, ensuring consistent brand messaging and alignment with the brand identity.
Worked closely with the Development team on web and digital marketing and user experience using Figma and Adobe Suite to communicate creative functionality.
Carli Davidson Productions — Owner, Executive Creative Director
FEBRUARY 2009 - CURRENT
Launch to 5 years achieved an impressive average YoY revenue growth of 133%, with peak annual revenue exceeding $400k.
Create engaging content for major publications and brands such as The Atlantic, Wired, Fast Company, Vice, HuffPost, Rolling Stone, Slate, Nike, The New York Times, Vanity Fair, Mars, Pfizer, Nestle, Petco, and National Geographic Channel.
Work with agencies including BBDO, Ogilvy, Publicis Group, Dentsu, and many other mid-level and upcoming companies.
Negotiate commercial contracts, conduct production analysis, and ensure line item budget accuracy.
Scout talent and build production teams for location-based shoots across the country.
Execute high-pressure projects while maintaining a positive and professional on-set environment.
Awarded Subaru’s annual Make a Dogs Day as Art Direction, Director of Photography, Photographer, and Co-Producer for the 2021/2022 campaign.
Foster a social media following of 160k+.
Featured presenter: CES Las Vegas, Photokina Germany, and PhotoPlus NYC on behalf of Nikon.
Lead wildlife photography safaris in Tanzania, Botswana, and the USA 2017-2019.
HarperCollins Publishers / Chronicle Books — Book Creator / Designer
CONTRACTED FOR 8 BOOKS FEBRUARY 2013 - NOVEMBER 2017
Two-time New York Times Best Seller for photography books Shake and Shake Puppies.
Eight books were released between 2013 - 2018 with market success leading to repeat contracts.
Photographed, edited, and designed content from cover to cover.
Over 250,000 books sold worldwide and over 5 million views on branded promotional videos driven by highly effective PR campaigns.
Who I am, and why you want to work with me?
01.
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As a certified Wilderness First Responder I have managed some harrowing emergencies while keeping my cool. Yes, I can get your dislocated shoulder back in place and then make you a killer cup of coffee by rubbing sticks together.
02.
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I’m always down for an after work expedition around the block, or around the globe. Solo backpacking around volcanos and mountain ranges is my favorite. I love riding bikes, backpacking, rock climbing, and eating questionable street food.
03.
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I used to train birds of prey to perform for flight shows and use them to teach conservation education classroom programing, leather gauntlet and all! Because of this, I can give a gripping zoom presentation.
04.
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During the early 2000’s I was studying to be a trauma informed therapist. I worked with refugee women to build support groups in their communities in Bosnia and the United States. I can manage a group crisis while keeping my cool.
Hard and Soft Skills
EDUCATION & CERTIFICATIONS
Evergreen State College - Bachelor of Arts Concentration Sociology 2002 - 2006
Wilderness First Responder - current certification with NOLS
CPR / ACT certified + Pet CPR certified
AWARDS
“PDN Photo Annual 2014” Award, Video / Multimedia for SHAKE
Brand Ambassadorships - Nikon Cameras / Wacom / Peak Design
COMMUNITY INVOLVEMENT
Board Member, Team Snacks Cycling - Bike team for women, trans, and non-binary people to grow bike skills and foster community.
Backpacking Educator - Share experience with solo backpacking for various nonprofits encouraging women/trans/femme people to get outdoors.