Erica K. Reyes

Le Tote - Fashion Company | 2017 - Current

ART DIRECTOR 

• Concept and Art Direct editorial photo shoots. Own and evolve the Le Tote identity through brand imagery, photography and customer communications (email and print) 

• Partnered with VP of Marketing to establish a creative process. This included building brief templates, organizing a dashboard for prioritizing design projects and developing a streamlined way to give constructive feedback on creative assets 

• Create all facebook ads; top performing ads consistently support over $500k of spend, drive 50M impressions and consistently lower CPAs by 30% 

• Design all outbound communications with members and nonmembers. Including various drip series, promotional campaigns to drive new members and editorial emails to increase engagement

Walmart eCommerce | 2014 - 2017

ART DIRECTOR 

• Oversee creative design; seasonal campaigns, style guides and tool kits that are 

leveraged by the entire creative team. Partnered with Art Directors to set design standards, and approve vendor created assets while maintaining brand integrity 

• Build and manage a team of 5 designers, ranging from Production Artist to Senior Designer 

• Led major brand initiatives and site experiences that combine commerce and content 

Including the holiday campaign; which produced $688 million in revenue (up 6%), 5.9 million orders (up16%), 160 million in visits (up 12%) with a conversion of 3.68% (up 3%) 

• Art Directed and concepted photo shoots for the apparel category 

• Collaborated with internal site and marketing teams to drive best business results through 

strategy, site flow and design

Walmart eCommerce | 2012 - 2014

SENIOR DESIGNER 

• Lead designer for global campaigns and exclusive product launches to Walmart, such as Pioneer Women, which merges product, video and content. The sales were projected at $250k in the first week, exceeded plan with $310k in the first day this went live 

• Created workflow efficiencies, developed site standards, processes and templates to 

improve consistency throughout design department 

• Worked with site partners, copywriters, marketing and merchants to develop ideas 

and stories for clothing, baby, toys and home categories across Walmart.com

Walmart eCommerce | 2011 - 2012

DESIGNER 

• Top performing designer on my team, creating site assets while adapting design from style guides and marketing briefs 

• Teamed with cross-functional partners to redesign the site experience for multiple categories, specifically the toys department page

Design Works Gaming | 2009 -2011

DESIGNER 

• Developed brand style guide, identity, all marketing materials for print and digital for Design Works Gaming and it’s subsidiary Faro Entertainment. Created game user interfaces and animated characters 

• Design marketing pieces which are distributed to prospective clients internationally, and play a part in generating new business

 Blufish Design Studio | 2006 -2009

GRAPHIC DESIGNER 

• Developed branding packages, marketing materials, websites, multimedia promotions, 

micro-sites and other media for clients ranging from homebuilders to emerging brands 

• Update and manage corporate collateral (local and national builders) 

• Performed pre-press production for all printed pieces and prepared files for interactive department

ADOBE CS

SKETCH 

DIGITAL + PRINT DESIGN

PHOTO SHOOT ART DIRECTION

CREATIVE STRATEGY

BUILD + MANAGE TEAMS

BRANDING DEVELOPMENT

MS OFFICE