At Uline, I worked at the intersection of brand strategy and creative execution, helping shape how a $10B B2B leader expressed itself across every customer touchpoint. Partnering with marketing directors, analysts, and a 140-person in-house creative team, I developed integrated campaigns that translated data-driven insights into clear, commercially effective storytelling. Every concept I developed was presented directly to senior leadership. I regularly pitched campaign strategies to marketing directors, VPs, and executives—walking them through audience insights and creative rationale These sessions were not just creative reviews but strategic conversations, where I articulated how each idea advanced brand positioning and market differentiation. This constant dialogue built trust and alignment, reinforcing my ability to translate strategy into executive-level storytelling.

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My approach began with understanding behavior—using Power BI analytics and consumer feedback loops to uncover what moved buyers to act. Those insights guided the planning of omnichannel programs spanning catalog systems, direct mail, digital banners, and email campaigns. Each initiative was built around measurable intent: to increase relevance, drive response, and strengthen perception of the Uline brand.

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I also led art direction for hundreds of photo shoots, creating a consistent visual language that elevated brand credibility while maintaining operational speed and precision. Working in constant dialogue with leadership, I refined campaign narratives, messaging hierarchies, and channel strategies to ensure every asset not only looked right but worked right.

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This combination of strategic rigor, creative discipline, and business acumen helped Uline evolve its visual and verbal brand coherence—turning everyday marketing into a unified system of communication and growth.