Where creativity meets strategy
Good marketing starts with a business problem and ends with something people remember. For nearly 20 years I've worked in between, setting the strategy and leading the work that delivers it, from rebrands for Parker Bows, Varco Pruden and Butler to helping a global business put new technology to work.
Parker Bows
Creative Director · 2010–2019 · Staunton, VA
One mark instead of three
Before 2017 Parker ran three different logos and no real system, so the brand looked like a different company on every shelf. I led the rebrand and worked with an outside designer on a mark that honored Parker's history in archery and gave the company room to grow. Keep scrolling to wipe from before to after.
A window that changed the aisle
Walk an arrow aisle back then and nearly every box had the same square window, so every brand looked the same. For RED HOT I designed a triangular window instead, shaped to frame the fletching and Parker's newly patented nock. After it launched, triangular windows started showing up across the category.
A new store, and the sales to show for it
The centerpiece of the rebrand had two audiences to serve: hunters ready to buy and the dealers Parker depended on. I led it from the RFP through launch, chose the agency from four bids, and worked side by side with their team on a mobile first store with a dealer locator built in.
400,000 followers and subscribers
I built Parker's direct line to its customers. On Facebook and Instagram I ran ads and promotions and produced new content every week to keep fans engaged. In email I grew the list and designed the campaigns that sent traffic to dealers and the online store.
Full pages in national magazines
I ran Parker's annual ad program, from budget and schedule to creative. The ads appeared in Deer & Deer Hunting, Bowhunting World and Game & Fish, and others in the category often followed their lead.
Out in the Blue Ridge
I directed and shot Parker's lifestyle photography to match the new brand, with real hunters in real light and real places. It ran in Inside Archery and across the ads, catalog and social.
The screening room
A good video earns its runtime. These put Parker on national TV, launched new bows and promoted a Parker partner, and on many of them I wrote the script, ran the camera and cut the final edit.
From sketch to screen
Parker's sales team was running on spreadsheets. I planned and designed a CRM that put every dealer and prospect on one map. It was my first internal technology project, and the start of the work I do now.
Prospect Database
A custom CRM that mapped every dealer and prospect, with three years of sales a click away.
BlueScope Buildings
Sr. Graphic Designer, then IT Solutions Marketing Manager · 2019–Present
Three colors, one system
I led creative direction for VP's refresh and wrote the brand guide, so every agency, designer and builder partner works from the same rules. Deep Blue and Orange Blaze carry reliability and energy, and Sky Blue adds the trust that fits VP's work alongside its builders.
Rebuilt piece by piece
More than 60 pieces for Varco Pruden and more than 40 for Butler, each moved onto the new brand and onto templates that make the next piece faster to build and easier to keep on brand. Plus a welcome box for new builders and the mailers that bring them to our builder meetings.
From builder meeting to user conference
For years, Varco Pruden's builder meeting was built around a new theme every cycle. Ahead of 2024 I pitched a different model: a user conference, where builders come to get hands-on with products, ideas and each other. That became VP Converge. I led the creative direction and the full event experience with our agency partner, then brought the same model to Butler. Both brands still run their builder events as user conferences today.
The voice of IT to the business
Most of the business never sees how much enterprise IT does. I turn platform launches, AI enhancements and major system changes into stories people understand, then help them put the technology to use.
From release notes to headlines
When IT ships something new, from a platform launch to an AI enhancement, I write the story the rest of the company reads: what changed, why it matters and what it means for their work. Those articles have earned recognition across BlueScope's global business.
A first look at what's next
When IT has enhancements on the way, I give the business and our builder partners their first look at what's coming. I shape the message, design the visuals and produce the video that carries it, and those pieces have played to crowds at Butler and Varco Pruden builder events, each drawing more than 1,000 attendees.
A tech series people show up for
Our monthly IT learning series, now more than a year running, covers everything from Power BI to getting more out of Outlook. I built the engagement model around it: promotion that brings people to each session, visuals that make technical topics approachable, surveys that measure what landed and a SharePoint library that keeps every session available on demand. It has reached more than 930 employees and consistently rates 4 to 5 out of 5.
SquintyReads the fine print so you don't have to
Almost nobody reads privacy policies, terms of service or credit card offers. Squinty is a browser extension I created that grades them in plain language and points to the exact sentence behind every red flag. I took it from idea to launch on my own time, designing it and building it with AI as my development partner.
- Brand
- Chose an asterisk for the mark over the obvious eye, a nod to the fine print itself, and designed letter grades anyone can read at a glance.
- Model
- A free tier of three reviews a week, plus a shared library of popular policies that loads instantly and keeps costs down.
- Risk
- Ads and screenshots use made-up companies to show low grades, so the marketing never singles out a real business. Inside the extension, every policy still gets an honest grade.
- Launch
- Live on the Chrome Web Store, with its own site, waitlist and usage dashboard.
A grade and a summary of what you're handing over, in seconds.
Selected work
The projects above and a few more, in one place. Open any of them for images, results and the full story.
Résumé
Summary of qualifications
Nearly two decades in creative strategy, marketing and brand development across B2B and B2C. I lead teams through collaboration, clarity and shared purpose, blend storytelling with strategy to make complex ideas simple, and connect creative work to measurable business results.
| Role | Years | Professional experience |
|---|---|---|
| IT Solutions Marketing ManagerBlueScope Buildings North America · Kansas City, MO | 2024 – Present |
|
| Sr. Graphic DesignerBlueScope Buildings North America · Kansas City, MO | 2019 – 2024 |
|
| Creative DirectorParker Compound Bows, Inc. · Staunton, VA | 2010 – 2019 |
|
| Marketing SpecialistVirginia Panel Corporation (VPC) · Waynesboro, VA | 2007 – 2010 |
|
Technical
UX / UI
Design, art and more
Education
B.S. Video Production / Theater
Missouri Western State University · St. Joseph, MO
December 2006 · GPA 3.6
Let's talk
I bring strategy and craft to the same table. I can set the direction, lead the team or agency that brings it to life, and step in on the work itself when that helps. That approach grew online sales 540% and created a builder event model both BlueScope brands still run. If that sounds like what you need, reach me on LinkedIn or by email.