Resume

Creative Director | Marketing Director

daniel@danielwill.com | 949 701 7099 Download Resume

Digital | Print | Social | Experiential | Packaging | UI/UX

Talented senior creative director with 15+ years of leadership and a track record of success generating measurable results for Fortune 500 brands across diverse industries. Utilizes a hands-on approach to lead teams to conceptualize and deliver powerful designs that generate consumer awareness and engagement in crowded markets. Known for ability to propel significant growth in online impressions, email open and read rates, and overall sales and revenue growth. Persuasive communicator adept at pitching novel ideas to win top-tier clients and accounts.

“Daniel’s organization skills and attention to detail is reflected not only in his work but also in the way he communicates creative concepts to our clients at Honda. He is also a big part of the program’s success in delivering and managing highly variable communication pieces in both our email and direct mail campaigns.”

Bay Pang Wong

Program Manager—Honda, Minacs Marketing

“Daniel is a visionary who truly sees the whole picture, which creates success and allows for proper planning and cost savings. He does not seem phased when confronted with impossible tasks and limited time frames. Daniel is a true team player who manages his team at Sena Cases very well, making sure that all questions are answered as well as the ability to inspire every member of his team to think beyond. His work is not only quick but also accurate and always a success in the marketplace.”

Ramsey Oten

CEO, Sena Cases

EXPERIENCE


2018 – 2021

Natrol, LLC | Chatsworth, CA

Head of Creative

Led a best-in-class team of four delivering compelling packaging, print, digital / social media, and broadcast creative for 200+ omnichannel products featured by global retail partners including Amazon, Walmart, CVS, and Costco. Collaborated with senior leadership and define brand standards and story, consistently balancing form and function to drive revenue growth.

Aligned retail partner requests with internal standards, consistently solving design challenges and producing multiple product iterations and targeted visual stories while staying true to brand guidelines and goals.

Inspired team members to reach peak creative performance through engaged management and mentorship.

Liaised cross-functionally to anticipate and remove obstacles for team members, maximizing quality and efficiency.

Lead creative briefing sessions cross-departmentally to help align business needs with brand story and standards.

Collaborated with Product Team to understand and communicate new product features and innovations.

Balanced budget constraints and creative vision to drive consumer engagement while improving net margins.

Managed partnerships with external agencies and contractors to optimize ROI on multi-platform campaigns.

Key Achievements:

Refocused, revitalized, and mentored the creative team to produce more effective deliverables, resulting in a 15% top-line growth in sales in two years.

Redesigned Amazon A+ page content to better communicate product benefits and align with brand standards, creating a sales lift of $2M+ within three months.

In immediate response to Covid-19 pandemic, refocused Natrol’s immunity product line packaging designs and advertising creative, resulting in top-line sales increase of $55M.

Implemented robust, cloud-based, creative project management platform that improved collaboration, reduced change rounds, and became invaluable with the shift to remote workspaces.

Redesigned and relaunched Natrol website, adding eCommerce direct-to-consumer functionality and creating powerful new sales and advertising channels.


2016 – 2018

Cotton Heritage | Commerce, CA

Director, Marketing & Creative

Steered creation of highly conceptual print and digital ads and cultivated relationships with editors at top industry publications to grow brand through advertising and editorial exposure. Led team of five marketing and creative professionals in design, development, and production of engaging collateral closely aligned with brand standards.

Fostered a positive group dynamic by facilitating cross-functional collaboration and open communication.

Spearheaded complete rebranding initiative to align all marketing and creative assets with “clean and soft” product image while elevating and rejuvenating the brand in the marketplace.

Collaborated with senior leadership to design brand stories and standards.

Leveraged copywriting expertise to craft attention-grabbing headlines and ad copy.

Drove cost reductions while increasing value at the department and company-wide levels.

Managed eCommerce site and delivered highly effective user interface and user experience (UI / UX).

Key Achievements:

Conceptualized and launched aggressive marketing plan, triggering dramatic 724% increase in marketing exposure.

Secured first-ever company placement on cover of Printwear Magazine, a leading industry publication.

Transformed email strategy: boosted read rate from 0.2% to 34% by retooling email marketing program and delivering an open rate of 77% with introduction of behavior-triggered campaign.

Generated 35K targeted impressions per month by deploying a robust digital retargeting campaign.


2013 – 2015

Minacs Marketing Solutions, A Concentrix company | Irvine, CA

Creative Director

Led team of 14 in California and Michigan to develop effective, on-brand creative. Orchestrated complete overhaul and transformation of program creative to exceed expectations. Advised top Honda executives on creative direction.

Conducted nationwide focus groups to test and refine communications prior to launch.

Provided conceptual and hands-on direction for multichannel web, email, digital, and direct mail campaigns.

Designed and produced highly variable, personalized digital and print communications and responsive digital UI / UX.

Key Achievements:

Designed multi-year program to grow brand awareness, increase owner satisfaction, and lift purchase rates.

Oversaw creative design across interactive, print, and social channels for multiple Honda programs, including the $37M Honda Owners Lifecycle Communications (HOLC) program.


2008 – 2012

Sena Cases, a Targus company | Irvine, CA

Director, Marketing and Creative

Managed marketing, creative, and related staff for multiple brands, including key clients Sena Cases and Michael Kors.

Delivered compelling web design, print design, photography, illustration, and copywriting.

Effectively liaised with product team at Apple to facilitate sales of Sena cases at retail locations nationwide.

Key Achievements:

Grew revenue by 583% in three years by leading rebranding effort and effectively positioning products within market.

Played key role in securing licensing agreement with Michael Kors for Sena to produce Kors-branded cases.

Enhanced web presence, refreshing eCommerce store UI/UX and launching highly effective social media campaigns.

ADDITIONAL EXPERIENCE



Daniel Will—Marketing | Branding | Creative

Creative/Brand Consultant

Led design team for the nationwide dealer launch of Scion brand

Created branding and designed experiential dealer events for most major automotive brands

Helped advertising/marketing agencies improve existing creative

Helped advertising/marketing agencies pitch and land new accounts



Daniel Will | Photographer, NYC | LA | PHX

Commercial Photographer, Children’s Fashion & Editorial

Editorial: Vogue Bambini (Italy), Child Magazine, Healthy Kids Magazine, Earnshaw’s Magazine, Bop Magazine, Bravo Girl (Germany)

Commercial: Gap Kids/Baby Gap, Converse, Levi’s, Playskool, French Toast, Absorba, Elite Model Management

Celebrities: Brittany Murphy, Joshua Jackson, Jeremy Jackson, Tatyana Ali, Danielle Harris, Ariana Richards, Allison Porter, Edward Furlong, Jonathan Brandis, Benjamin Salisbury, The Moffatts



Redbird Group

Contributing Digital Photo Editor, Interactive

Sourced and selected photography & artwork to appear on industry specific-websites

Managed digital assets and placement reporting

Hands-on photo correction and manipulation for original mash-up artwork

GIVING BACK



Operation Photo Rescue

Restoration Volunteer, Digital

Retouch photos damaged by natural disaster

Perform hands-on expert level Photoshop manipulation/correction

Restore irreplaceable memories for disaster survivors



American University Alumni – Bangkok, Thailand

Teacher of English as a Foreign Language

Over 1,200 hours of classroom experience

Developed intriguing and effective lesson plans which generated interest

Lead classes of up to 30 teen to adult, beginning to advanced level students

Used the communicative approach

EDUCATION



Art Institute of Seattle

Associate of Applied Arts, Commercial Photography

Best Portfolio in Graduating Class



Collins College

Certificate, Graphic Design

Dean’s List

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