CAREER HIGHLIGHTS

FOUNDER & HEAD OF CREATIVE
Shroud Cosmetics | Santa Barbara, CA | 2010 – Present

I built a cult-following indie makeup brand, formulating over 300 SKUs, driving six-figure product launches, digital community-building, and viral influencer marketing.

Administration

• Managed day-to-day operations: sales channels, marketing, finances and accounting, supply chain management, warehouse management, inventory management, CRM, visual identity, art direction, e-comm UX, social campaigns, influencer partnerships, campaign rollouts, and more.

Product Design & Production

• Formulated, designed, developed, and manufactured over 300 SKUs, including color cosmetics, nail polish, body care, fragrances, accessories, and more.

• Packaging: from concept, to design, to fully realized product.

• Developed clear production timelines and calculators to streamline campaigns.

• Designed and built interactive product displays for conventions and retail spaces.

Marketing & Sales

• Championed social media marketing early on, focusing on customer experience, influencer marketing, and gamified loyalty.

• Directed photo/video shoots, e-comm content, and omnichannel campaigns.

• Grossed over $200,000 in Q4 of 2020, selling over 3,000 units in less than 2 hours during our It’s Freakin’ Bats eyeshadow palette launch.

• Launched into brick and mortar retail via Riley Rose (Forever 21’s sister brand), and expanded into the EU via digital retail partnerships.
  
  

PRODUCT DESIGNER & CONSULTANT
Undisclosed Cosmetic Manufacturer | Los Angeles, CA | 2016 – 2019

• Assisted R&D team in design concepts and formulation (eye, lip & face products)

• Forecasted future beauty trends and innovations.

• Built color stories and concepts for multiple seasonal campaigns.