Working on all aspects of restaurant marketing, from social media to brick and mortar communication, has been really rewarding. It was a fun challenge to understand how each department contributed to the overall picture. We were always encouraged to think creatively while staying true to the brand’s voice.

With big projects like Broadcast and Menu shoots, there was always a balance between incorporating franchise input and evolving the brand. Daily collaboration with Brand Managers, Production teams, and Deliverables was key throughout every project.

Working within tight budgets and timeframes is something we deal with every day, but the real thrill comes from finding ways to motivate the team and deliver exceptional results despite the challenges. That hands-on experience is what makes it all so enjoyable.

Each brand had its own set of design standards, which I worked to preserve while pushing the boundaries to attract new demographics. From high-end wines to playful accessible spirits, the key was in balancing the luxury perception with an approachable and fun twist. This helped the brands appeal to both traditional consumers and newer, more adventurous audiences.

POS amplification with limited resources and no extra budget or time for retailer amplification, I focused on maximizing existing assets to produce impactful, original creative. Working under tight deadlines meant designing with a sense of urgency but still maintaining quality and consistency. Every piece had to work hard—whether it was a simple shelf talker, window display, or digital asset—to capture attention and drive both awareness and sales.

With quick-turnaround creative, leveraging existing imagery, logos, and brand guidelines, I produced a variety of marketing tools that could easily be adapted for different retail environments. The focus was on making a visual splash, whether through elegant wine labels, bold spirit signage, or playful point-of-sale materials. My approach was iterative, with a focus on delivering fast, effective campaigns that could be deployed across a variety of touchpoints, both in and outside liquor stores.

During my time at P&G, I had the opportunity to work on some of the most creatively challenging and multifaceted projects in the consumer goods industry. Collaborating behind the scenes with global brands, I gained invaluable insight into the intricate network of products that define household needs on a national scale.

One of the most formative aspects of my role was developing in-store promotions. This experience deepened my understanding of the proven processes behind successful retail campaigns while honing my ability to craft visually compelling metaphors. Creating promotional assets that aligned with brand identity while accommodating retailer requirements was an unpredictable yet exciting challenge.

Each project—whether a seasonal push or a category innovation—demanded a nuanced approach. Working closely with above-the-line agencies, I helped translate brand objectives into creative solutions that resonated with both consumers and retailers. This process required balancing the strategic goals of brand teams with the practical realities of the retail environment, often leading to innovative new ways to present products on the shelf.

Additionally, I collaborated with R&D teams to ensure creative executions effectively supported product innovations. It was fascinating to see how superiority claims, "before and after" comparisons, and even full aisle reinventions came to life through strategic design.

Overall, my time at P&G was a unique opportunity to operate at the intersection of strategy, creativity, and product development. It refined my ability to manage input from multiple agencies while staying true to brand goals and enhancing the consumer experience.

When your target demographic is out for a good time, their normal habits and behaviors tend to shift dramatically. Freed from the constraints of their everyday lives… it’s time to get creative. By visualizing the interpretation of their, at your finger tips, fantasies.

Procter & Gamble’s intricate web of product development, marketing, and consumer insight research speaks to the depth of their strategy. The amount of data and consumer knowledge they have at their disposal helps inform everything from product formulation to the messaging they craft for marketing campaigns. The challenge of bringing together diverse departments—R&D, design, marketing, and sales—into a cohesive vision takes strong collaboration and careful planning.

For creative professionals, this process requires a great deal of empathy. Understanding the consumer's real-life needs and turning those insights into powerful visuals and stories is not just about making a product look appealing, but also about forging a connection. This emotional connection can be the difference between a brand being seen as just another product and one that feels integral to a person’s daily life. This is where creativity meets purpose, driving brand loyalty and ultimately, consumer behavior.