Sandra Gayle

Sandra Gayle

General info
Creative Director
Ontario Canada
Dynamic senior creative management professional with a career to which includes creative development, production, and management of national, international, and global corporate brands. Proven track record of leadership throughout the production lifecycle for a broad range of products and brand standards, guiding everything from concept creation of a recognizable, impactful brand image to production of collateral, advertising, photography, design and other key tools critical to the success of a corporate brand. Expert in catalogue development, production lifecycle management and trend forecasting. Able to leverage extensive experience in all areas of creative production and design to liaise with and direct cross-functional teams, fostering open communications and ensuring unified efforts toward a collaborative goal. Dedicated to bringing businesses to the forefront of their market using leading-edge technology tools to optimize online market penetration and expand brand reach. Adept at working with partners and agencies. Driven to deliver improvements to visual style and processes, resulting in greater efficiency, trending fashion, costing and productivity of all strategic creative.

Solid successes championing and implementing broad range revenue-generating marketing & sales communications from conception to launch and throughout the product lifecycle. Able to translate business requirements into effective advertising campaigns and marketing collateral's while managing diverse creative professionals. Consistently partnering with cross-functionally teams internally and externally to build persuasive creative material to ensure consensus between sales and marketing standards to achieve all project objectives and strategy's under strict corporate brand guidelines. Adapt well to new technology and proactive in implementing innovative processes while ensuring compliance with corporate standards.

Have worked in the consumer goods and media industries over 10 years as Creative Director, Designer, Marketing Manager and Creative Service Manager directing all creative briefs, concepts, sketching, layout, photography, copy, colour corrections, print production and press approvals.

Working with some of the top retail corporations in the consumer goods industries and media print agencies and venders as, Quebecor World, Transcontinental Media, and St Joseph Media, committed to contributing a unique blend of creative vision and execution of strategic and compelling marketing and web initiatives.

Areas of expertise include, creative development, project management, brand development, signage, layout, digital photography new product launch planning and execution, direct mail, conceptualizing and executing trend forward advertisements, catalogues, trade show main features & showroom displays, sales and promotional material.

Attributes and passions include,business savvy, focus on the core business objectives; client focused, intuitive, self starter,enthusiastic, results focused with a key eye to the bottom line. Results oriented and love working towards achieving goals and challenges; genuine, sincere, poised, confident; proactive, collaborative, persuasive, motivator, and flexible.

Work well independently and enjoy collaborating challenging and inspiring teams to achieve. Strong communications both verbally & written with attention to detail in a fast paste evolving environments.




Experience
Toronto Ontario
Producer/Photography Buyer
Transcontinental
2008-Present: Transcontinental
Photography Buyer/Producer for Canadian Tire

2007-2008: Freelance/Contract
Transcontinental Digital
CSR-Guru Spring Catalogue 2009
CSR-Linda Lundstrom Spring Catalogue 2009
CSR-Timex Group Canada

Coordinated photography production and purchasing for the Canadian Tire weekly flyer program, specialty products, and packaging, including liaising with third-party content providers. Primary authority behind flyer and catalogue campaign production. Collaborated with clients as the voice of the company in production review meetings, including guiding client contacts on photography edit reviews and color proof discussions.
Markham Ontario
Art Director
Freelance
Independent Contractor
Consulted with numerous high-end clients on catalogue production, creative design, account management, art production, presentations, and more.

Key Clients:
• Guru, Linda Lundstrom, Transcontinental Digital, Timex Group Canada, Quebecor Media, Kendall Christie Promotions, Home Goods, Blue Mountain Wallcoverings.

Toronto Ontario
Creative Manager
Kendal Christy Promotions
Support and manage creative promotions and agency initiatives thought the life cycle of each project.
• Create and execute design concepts , styling and management for home fashion events.

Featured Designer and Presenter- Spring Home Show 2007 and 2008
Featured Designer and Presenter- Fall 2007 and 2008
Stylist- Viva Magazine Fall 2008
Blue Mountain Wallcoverings
Beyond Color Campaign
North York
CSR
Pi Media
2005-2007: PiMedia
CSR/Account Manager

Managed and Produced accounts by estimating budgets, scheduling and
directing internal and external resources.

Managed complex projects including design, photography, video, print
production, catalogues, advertising and identifying potential
growth opportunities.

Oversaw account development and growth for media client accounts, with authority over design, photography, video, print production, catalogue, and advertising projects. Handled budget estimation, scheduling, and resource management for each project. Drove business development by identifying and pursuing viable opportunities, including expanding existing accounts through new projects and service offerings.

Selected Achievements:
• Instrumental role in a high-visibility project for Sears Canada, one of PI Media’s largest accounts. Managed, research, development, design, and hosting for the innovative Sears Web-TV initiative, a pilot program focused on providing users with “solutions for everyday living.”
• Successfully managed complex relationships with tier one clients such as Sears, Crown Wallcoverings, JC Penny, Danier Leather, and other commercial accounts.
Woodbridge
Creative Director
Ganz (Home Fashions and Gift Decor)
Creative Director
Provided strategic direction and vision for the corporate brand style, image, and creative concepts for over 20 catalogues, 3 core brands, enterprise-wide advertising, and more. Coordinated showroom design and presentation, merchandising, and signage for North American trade shows.

Selected Achievements:
• Positioned Ganz at the forefront of the industry for the first time in a 50-year history.
• Elevated brand perception among consumer demographics through multimedia advertising management for 5 rebranding and launch initiatives for personal care / fragrance, home décor, and women’s fashion apparel.
• Boosted sales 40% within a year through a full-scale redesign and rebranding of the home décor direct mail catalogue.
• Developed and implemented a process to accommodate a volume growth of more than 200% while reducing the headcount of 20%
• Increased productivity 300% with a 25% reduced headcount via implementation of an aggressive production schedule utilizing an annual Gantt chart program, ensuring achievement of all milestones.
• Simplified management of 4 external photography studios and location shoots, improved productivity 25%, and cut expenses 25% through implementation of new photography digital technology focused on quality, service, and cost control.
• Additionally conceptualized, developed and launched an internal corporate photography studio capable of cost-effective digital content production.
• Provided unique insight into the style and design approaches for a successful launch of new candle, personal care, women’s apparel, and home décor brands.
Richmond Hill
Marketing/ Creative Manager
BFS Entertainment Multimedia Collectable Direct Inc.
Strategic innovator behind the businesses creative concept development and implementation. Defined formal print processes, guidelines and work-back schedules to ensure time lines and quality. Coordinated catalogue template design. Oversaw production of all collateral, including creative, copy, digital images, typography, editorial, direct mail initiatives, and web content, working with third-party providers and internal teams on content production. Managed accurate, timely invoicing and budgeting for contracts with internal and external freelancers.

Selected Achievements:
• Transformed the company’s product and brand image through high-level strategic changes to catalogue and web presentation, targeted branding initiatives, and adaptation to catalogue and web trends.
• Delivered 20% growth in the e-commerce business through collaborative efforts with the web IT team to drive sales and referral incentives, grow the house list, launch themed promotions, and cut cycle time.
• Achieved record sales and boosted revenues 7% within 4 months through a re-branding initiative using CDI positioning in DVD entertainment and giftware direct mail channels.
Toronto
Creative Director
Regal Greetings and Gifts and Additional Rolls
Creative Director
ADDITIONAL ROLES:
• Creative Director, Regal Greetings & Gifts: Managed marketing strategy and campaigns, creative and design control for catalogue covers, and a trendy, fresh new image branding for new business ventures. Directed creative concepts, photo editorials, buyer relationships, art buying, photo shoots, and press approvals.
• Product Manager, Sunworthy Wallcoverings: Supervised designs of wallpaper sales books, home fashion design catalogues, and merchandising racks, driving creation of a bold, distinctive look with powerful impact across all branding materials. Coordinated development of promotional materials. Liaised with licensed and non-licensed affiliates to manage merchandising programs. Administered a $2 million budget.

Additional experience of note includes 2 years teaching décor on faculty at the University of Toronto, and publication in the Toronto Star and Toronto Metro Magazine for the editorial “Decorating Solutions.” Also Co-Owner and Designer for The Well-Dressed Home, Designer on The Decorating Challenge on The W Channel, Designer / Co-Host / Set Decorator for Blank Canvas, and Set Designer for Big City Broker.
Education
Brampton Ontario
Advertising and Graphic Design
Humber College
FORMAL EDUCATION

Diploma in Advertising & Graphic Design - Humber College
Marketing Management & Advertising - George Brown College.
TECHNICAL SKILLS

Mac OSX • Microsoft Office • Photoshop • InDesign • PowerPoint • Keynote • Word •Excel
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