CAFFEY 

CREATIVE DIRECTOR

caffey.ashleigh@gmail.com

Hands-on, high-end, design-forward, conceptual CD/ACD with expertise in creating 360º campaigns, strong focus on digital & social content creation, and UX/UI design; offering a successful track record of developing engaging visual-storytelling from concept to execution using best practices and user-centered design.

EVOLUS/JEUVEAU, ASSOCIATE CREATIVE DIRECTOR 

07/2023 – current (contract)

• Led a cross-functional team in the conceptualization and implementation of innovative design strategies, resulting in the launch of new product lines and digital interactive experiences that engage consumers of the Botox-adjecent brand. 

• Crafted compelling brand narratives and visual identities that resonated with diverse audiences, leveraging consumer insights and market trends to create authentic and aspirational brand experiences.

• Collaborated closely with marketing, merchandising, and sales teams to align creative vision with business objectives, effectively translating brand strategy into impactful marketing campaigns and retail activations that drove engagement and conversion online

• Championed diversity and inclusion in creative work, actively promoting representation and authenticity in brand storytelling and imagery, leading to increased brand affinity among underrepresented consumer segments and fostering a more inclusive industry landscape 

SEPHORA, ASSOCIATE CREATIVE DIRECTOR

02/2023 – 04/2023 (contract)

• Provided art direction, visual storytelling, and design guidance to internal and external teams, ensuring brand consistency

• Developed and executing projects by conceptualizing and implementing innovative user interface design, wire frames, and prototypes to optimize user experience for their internal Digital Style Guide to streamline workflow and achieve business goals.

• Led multidisciplinary teams, providing creative direction, and fostering collaborative relationships with clients, stakeholders, and cross- functional teams to deliver high-quality design solutions.

• Demonstrated ability to oversee and manage a complex design project from concept to completion, ensuring adherence to timelines, budgets, and quality standards while maintaining open lines of communication with key stakeholders.

• Conducting user research, usability testing to gain insights into user behaviors and preferences, and translating findings into actionable design

VERIZON, SENIOR ART DIRECTOR

05/2022 – 12/2022 (contract)

• Supported the continued expansion of the creative and technical potential of the 140 agency/ in-house design studio

• Introduced and develop new high-level visual identity and branding system to be used across multiple platforms.

• Led teams to deliver projects that are exceptional creatively and impeccable technically using best practices and latest software; Sketch, 

• Collaborate with in-house partners including: Marketing, Project Managers, Animators, and Executive teams to create compelling campaigns with engaging graphics and storytelling

HOUSE OF CREED / ICP, CREATIVE ART DIRECTOR

June 2019 – April 2020 (and on retainer after/furlowed)

• Provided concepts through hands-on digital layouts for omni-channel content: web, email campaigns, social ads

• Partnered and collaborated with UX and marketing teams for weekly, holiday, and seasonal campaigns

• Led and managed team of creatives: designers, photographers, and retouchers on all creative using the PM tool Wrike

• Directed photo shoots and balanced budgets for planned and impromptu (as needed) campaigns; Directing creative on-set

EILEEN FISHER, DIGITAL ART DIRECTOR 

10/2018 – 06/2019

• Conceptualized and designed 360º digital campaigns weekly email campaigns: storyboarding, design explorations, email marketing campaigns, and social executions in partnership with the Creative Director 

• Translated business and marketing objectives into ideas that are clear, compelling, visually exciting, intuitive, and engaging, ensuring the concept and deliverables meet high-end design expectations, as well as engage consumers’ interests to reach proposed marketing analysis 

WEDNESDAY AGENCY / CLIENT: SEPHORA ASSOCIATE CREATIVE DIRECTOR 

(FREELANCE), 06-07/2019

• Developed and executed projects from high-level concepts onto production and post, working within a fast-paced, small team

• Created pitch decks, provided copy, designed layouts, and managed Fall’19 and Holiday ‘19 season campaigns

• Created 360º digital content: videos, gifs, design identities, and interactive social experiences with various applications for ecommerce site and all social channels: IG, Facebook, Snapchat, and Twitter/X

• Executed and oversaw all elements of the digital holiday campaign which provided framework for launch site

• Provided live assets for homepages, landing pages, banners and widgets; Promptly delivered assets before deadlines

DESIGNOW/NYC ALLIANCE, SENIOR ART DIRECTOR

Sept 2017 – Oct 2018

• Translated B2B business and marketing objectives into clear compelling, visually-engaging, and intuitive UI/UX for DTC sites• Elevated brand identity of multiple knit wear brands, such as 525America.com and 89thandmadison.com

• Managed a team of designers and a video editor, ensuring design execution is on brand, and on time

• Provided art direction, casting direction, retouching notes, cropping, and post-production direction

LA MER / ESTEE LAUDER, DIGITAL ART DIRECTOR, Nov 2016 – Sept 2017 (Freelance)

• Partnered with marketing and social teams to create seasonal and weekly campaign content for global markets: NA, SA, and EMEA

• Created UI/UX Design, e-commerce, created digital layouts for 3rd-party brand shops and collaborators such as Sephora and Mr. Porter

• Provided concepts and art direction for campaign shoots

• Updated websites and guidelines, and directed junior designers on campaign strategy and UI

CALVIN KLEIN / PVH, DIGITAL ART DIRECTOR / SR. DESIGNER, Sept 2014 – Sept 2016 (FT)

• Storyboarded, created decks, and omni-channel content for the #mycalvins campaign, managing site continuity by driving the brand voice across CK Underwear, Collection, Platinum, and Performance

• Directed design for better UX and targeted more user-interaction on CK’s e-commerce initial site, which increased conversion rates 

with gradual increase of 8% quarterly

• Created motion graphic digital ads for e-commerce site and social platforms reaching global markets, using AfterEffects

• Led a team social media campaigns in aforementioned markets as well as Australia on all socials

• Developed UI/UX on the Calvin Klein App, using Illustrator and Sketch; now on the App Store

• Transposed and migrated the old site run by a small developing company, to a new responsive sites

EDUCATION: THE COOPER UNION FOR THE ADVANCEMENT OF SCIENCE AND ART, BFA MAY 2006

SKILLS

• Hands-on, Full-Stack: Creative Direction, Campaign Strategy, Branding, Strong Typography, UI/UX, Adobe CC, including After Effects Figma, Sketch, SEO, FTP, Zeplin, Pitch, Keynote, Microsoft Office: PowerPoint, Excel, all CMSs, HTML, and Shopify Plus 

AWARDS

i-D Magazine 2006, Global i-D Competition, Honorary winner, USA • Houchschule Luzern Kunst and Design, 2013 Graphic Design, 1st place, CH