I am a creative leader and collaborator with a strategically-minded business brain. Through my experience in the luxury, beauty, fashion, CPG and hospitality industries, I've created award winning impactful work for a number of clients such as Ralph Lauren, Huda Beauty, Neutrogena, Rag & Bone, Puma, L’Oreal, Netflix, FLOR, Equinox, Gallo Wine and more.
Approaching design and problem solving holistically, my skills and expertise include branding, innovation development, strategy, UI/UX, digital, experiential, e-commerce, social, package design, new business and interior design.
Kellar Williams, NYC-based Global Creative Director with a conceptual & systematic approach to design, brand and storytelling.
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Global Creative Director, Astound (prev. Fluid) 2017 - 2022
SKINMEDICA / FLOR / EL PALACIO DE HIERRO / RALPH LAUREN / PUMA / NEUTROGENA / CALVIN KLEIN / L’OREAL / HUDA BEAUTY / PGA TOUR SUPERSTORE / CARTER’S / SKETCHERS / TOYS R US / GALLO WINERY / FRUIT OF THE LOOM / CRYSTAL CRUISES
Working with a range of clients such as Ralph Lauren, Puma, Louis Vuitton, Huda Beauty and Cartier - I lead a diverse global team of UX and Visual designers from our New York, San Francisco, Colombia and Kyiv offices, running full-site redesign projects, branding, as well as integrated marketing and strategic innovation road-mapping. Additionally, my responsibilities included leading pitches internationally, client facing kickoffs & presentations, collaborating with senior management on future visioning and Astound’s first product offering: Velocity, bringing best-in-class design at an Enterprise-level on SFRA, to any company, no matter where they are at in digital maturity.
Contract Creative Director, Ralph Interactive 2017
NETFLIX / NBC UNIVERSAL / STARZ / AMAZON / SONY COLUMBIA RECORDS
Bridging the gap between traditional marketing and social, I oversaw all development, design, pitching and strategy of campaigns for high profile programs on Netflix, Amazon, Starz, NBCUniversal and brand development for emerging talent at Sony Columbia Records. Show titles include: Stranger Things, Master of None, Big Mouth, Mindhunter, American Gods, Mr. Robot, House of Cards, The Grand Tour, Outlander and The Keeper's.
Innovation and Design Director, VMG Creative 2016-2017
HENNESSY / L'OREAL / PACIFICA / EVER SKIN / RIPPLE FOODS / JUST SALAD / SKIN CLINICAL / PREMAMA / TIO GAZPACHO / RELATED / HFZ CAPITAL
As the Design and Innovation Director I brought years of design and entrepreneurial experience to companies in the start-up and advanced stages of funding, branding, marketing and strategy development within the Beauty, CPG and Technology industries. Projects have included digital overhaul: site-mapping / ui/ux / design, brand guidelines & identity for beauty and CPG clients, social and experiential marketing, business structuring and pitch development for capital investment and product consulting on beta phase through launch.
Creative & Marketing Director, Moinian
2014 - 2016
As the Creative Director at the Moinian Group, I worked closely with our CEO and Board Members to achieve a standard of brand which elevated our company to a new level. As the leader of Moinian’s Marketing Department, I headed all PR, branding, design, strategy, events, digital and marketing initiatives company wide for our entire portfolio of hotel, residential and commercial real estate across the United States, totaling 20 million square feet with a pipeline of over 4 million square feet of new development in Manhattan.
Creative Director, Pink Stone Capital
2011 - 2014
Founded in 2010, Pink Stone owns and manages a portfolio of over 50 residential and commercial assets in New York City, consisting of more than 2,700 residential apartments and approximately 500,000 square feet of commercial space. In addition, the Company currently has a $500M development pipeline comprising over 700,000 square feet of multifamily and hotel projects.
In keeping with the company's entrepreneurial culture, I founded and built Pink Stone's Creative Group of 16 designers, copywriters and digital developers - to uphold its core values: Creativity, Innovation and Responsibility. The Creative Group brands Pink Stones buildings to craft both an exceptional lifestyle for its tenants as well as a symbiotic relationship with the surrounding communities.
Designer/Founder, Klik Klik Jewelry
2009 - 2013
After conceiving my initial idea, wrote a 50-page business plan for investors and successfully pitched and raised seed funding of $300,000. From there, conducted all R&D of rare-earth metals, physical properties and materials leading to final product design and product sourcing - successfully hiring factories abroad, negotiating pricing, timing, and performing quality control checks in Shanghai, Ningbo and Yiwu, China.
This led to Creative development and execution of all design, branding, package design, marketing materials, digital presence and photography, finally launching, marketing and cultivating all PR, earning the company features in Lucky Magazine, Cosmo, Cool Hunting, The NYT’s and Wired UK.
Art Director, Fallon
2007 - 2009
EQUINOX / HOLIDAY INN / NYSE / JOHNSON CONTROLS / PURINA / GENERAL MILLS / NESCAFÉ
As an advertising Art Director I concepted print, TV, OOH, digital and 360 interactive campaigns across a vast portfolio of clients and new business pitches spanning the tech, CPG, hospitality and finance industries, interfacing with clients everyday and winning a total of 3 new blue chip accounts with my work.
Education
Harvard Business School Online, Disruptive Strategy
Art Direction, CHICAGO PORTFOLIO SCHOOL
BFA, School of the Art Institute of Chicago
BArch, Auburn University
Facts I put on my first Resume
Both my first word and favorite food is Cheese
Nationally ranked tennis player in Junior High and High School
Played AAA Midget girls ice hockey and was on the Illinois all-star team
My first language was Tagalog and I took 5 years of Japanese, neither of which seem to live in my brain anymore
Mensa Member since age 11
C-list starred in a Fall Out Boy music video