Contact: baca@arrex.com

I’ve been in this for 24 years, came up doing every job in a creative department, so I don’t just direct the work, I understand it from every angle. I think strategically, but I’m instinct-driven when it matters. I’ve led everything from global campaigns to the systems behind the scenes that actually keep teams moving.

What I care about is authenticity. Not in a buzzword way but in a “does this actually feel real?” way. Taking what a brand truly stands for and translating that into work that hits, connects, and holds up.

I have a strong point of view visually and creatively. It’s intentional, it’s refined, and it’s always pushing forward. I know how to read a brand, protect what makes it matter, and still evolve it, whether that’s reaching a new audience, stepping into a different space, or tapping into a moment that actually means something.

Drove OluKai's Largest Month in Company History Concepted and led the Holiday campaign end-to-end resulting in e-commerce revenue of approximately ~$16+M, Amazon revenue of approximately ~$10+M, and December growth of approximately +21% YOY. The largest single month in OluKai's history.

67% Category Growth — Alpinestars Lifestyle Rebrand Reported directly to the brand owner and led a full rebrand of Alpinestars' lifestyle division from the ground up. Built a distinct identity using the brand's 1960s heritage logo paired with a contemporary design language that separated the category from the core racing aesthetic. Celebrated internally and by global distributors with a 67% category growth in year one.

$2M Incremental Revenue — New Product Launch Directed the Ahi Performance Marine campaign for OluKai, creating category-authentic content that resonated with core fishing consumers and drove approximately ~$2M in incremental e-commerce revenue. The most successful new product launch of the year.

Brand's Most Profitable Year — VonZipper As Creative Director reporting directly to the Founder and President, led the creative strategy and execution behind VonZipper's largest growth and profit year in the brand's history and its most profitable year as part of the Billabong corporate portfolio.

Personal...

• Currently Art Director / Creative Director scope at OluKai

• 24 years design industry experience

• Graphic Design Certificate from UCR 2001

• Associate of Arts - LTCC

• 10 month mentor program led by Fabien Baron focused in high fashion 2017

Professional...

OLUKAI:
Art Director / Creative Director scope

ALPINESTARS:
Creative Director for Lifestyle

VONZIPPER:
Creative Director

FREELANCE: ROARK / FOX RACING / ELA ADVERTISING (VERIZON) / DC SHOES / LEEWARD CINEMA
Art Direction & Graphic Design

SIERRA NEVADA MEDIA GROUP - SWIFT NEWSPAPERS:
Senior Graphic Designer / Ad Flow Coordinator

HOT SPOTS MULTI MEDIA STUDIO:
Graphic Designer / Senior Designer