Ana Leon: Design Consultant: Creative Direction / Art Direction in La Mirada, CA

Strategically translate the direction of a client’s business, brand, service, or product into a creative solution with a focus in the digital space. Balance business objectives with impactful creative bringing brand experiences to life across digital (websites, digital ads, landing pages, apps, social, and email) and traditional advertising campaigns, marketing collateral, events, and video production. • Current Role: Evolve a consumer-facing digital MVP product for Capital Group. Responsible for visual design and UI to convert static product into a responsive experience. Design decisions were based on user testing, customer feedback, and best practices. Implemented material design components and created a design pattern library to increase design efficiencies within an agile environment. Responsible for elevating the design and effectiveness of email templates, landing pages and direct mail pieces using analytics and research to make informed decisions. • Delivered traditional and digital advertising campaigns for American Career College and West Coast University. Responsible for concepts and art direction including social and digital advertising, landing pages, micro-sites, out of home (OOH), and print collateral for two nationally accredited healthcare universities with operations nationwide and overseas. • Created consumer-facing hospitality app for Knappsac. Responsible for research, naming, brand positioning, identity design, copy messaging, packaging collateral, and UX / UI for mobile application. • Created Ford’s Facebook app “Plug & Play in Electric City” - Won “FWA Site of the Day” for agency Something Massive. Responsible for art direction and visual design of the app to promote Ford’s Focus EV and communicate the ease of finding charging stations. Other consulting clients and agencies include: Wunderman, Foote Cone Belding, Grey Advertising, DNA, Biggest Loser Resorts, Liehr Marketing, Toyota, and Lexus.

Deliver creative leadership at a leading global investment bank with annual revenues of $700M+. Champion creative innovation. Elevate the voice of design across the company. Inspire and infuse the company spirit, brand, and visual design language into design, products, and the marketing team. Manage internal client relationships. Build a strong, design culture and process. Manage the execution of marketing strategies across product lines working closely with the CMO. • Transformed ‘Year-end Accomplishments’ Creative Approach. Transformed a key marketing piece from a dry, limited experience into a richly engaging annual print and digital showpiece using effective storytelling, engaging photography and memorable user experience design. Increased views 35%; engagement 72%. • Launched content marketing pilot program yielding 3,000+ new leads. Created a new branded content channel, “Insights & Ideas”, aggregating existing and new content across business lines. Drove traffic through direct email marketing, web, and social channel strategies. • Helped drive a steady increase in event attendance year over year. Implemented pre and post-marketing efforts, including promotional videos, topical interviews, discussion panel content, as well as theme development that turned dry topics into humorous and engaging presentations. • Evolved company’s brand visuals, copy, and tone. Humanized transactions through impactful storytelling. Communicated the company’s #1 market position consistently across all channels and infused a modern, visual design expression. Upgraded email communication templates to responsive mobile experiences resulting in increased CTR of 22%.

Provide leadership and vision for the digital department. Effectively pitch new digital business and lead all aspects of the client’s digital marketing and project launches. Hire and manage internal and external resources (design and technology teams), write and respond to RFPs, manage budgets, project timelines and provide creative strategy and vision. • Helped Dole Foods, Inc. launch new brand direction online. Consolidated content across four disparate websites into one engaging environment that communicated its new message and easily guided visitors through a deep product offering. Information architecture, wireframes, • Successfully developed and executed multiple initiatives. Launched and managed all aspects of digital projects for websites and digital advertising including, planning, strategy, branding, UX, UI, IA, visual design, content, video, animation, and programming. • Implemented best-of-breed software and systems to improve efficiency throughout development processes. Implemented rapid and high-fidelity prototyping systems for earlier validation and a better final product. Simplified creative workflows to improve throughput.

Design the brands’ visual direction, information architecture and user experiences of online e-tailer, DVD Express. Lead the design team and work closely with the Creative Director, content and development teams to ideate and launch original content using streaming technologies. • Contributed to catapulting E-commerce company to receive top rankings. No. 1 ranking by Forrester Power Rankings, Top 10 music site by Wall Street Journal, and earned the second-highest conversion rate among all e-commerce sites. • Reduced production costs and improved net revenues by vetting and eliminating excess third-party vendors, training internal staff through effective software education coursework and implementing site-wide design standards to deliver a uniform message with reduced development investments.