Lead Creative Director
At Merrithew, I led the creative vision to elevate and unify the three internal brands: Merrithew, STOTT PILATES and Merrithew Connect across all touch points—digital, print, packaging, and social media—delivering a cohesive, premium brand experience.
Highlights & Key Achievements:
Merrithew Connect Launch: Successfully introduced Merrithew Connect, the company’s first online video streaming platform for fitness and wellness content
Product & Campaign Rollouts: Led the launch of new products and executed multiple omni-channel campaigns aligned with fitness and wellness lifestyle themes
Modular Design System: Implemented a flexible, modular approach for monthly promotions, increasing consumer engagement by 20%
Website Enhancements: Spearheaded major updates to merrithew.com, including a dedicated design system for Reformer product pages and an intuitive, simplified mega menu
Social Media Growth: Grew Instagram following from 17K to over 100K within one year by developing and curating compelling, brand-consistent content
Content Production: Directed multiple comprehensive lifestyle and product photo/video shoots, overseeing teams of 10–20, including talent, stylists, and crew