Amy Rhodes

WORK HISTORY

EDUCATION

SKILLS

ABOUT AMY RHODES

Hi, I’m Amy Rhodes — Creative Director at Trajan Wealth, where I lead brand evolution and creative strategy in the financial services space with clarity, heart, and bold vision. With over 20 years of experience, I’ve brought brands to life across industries — from global CPG giants like Henkel, The Dial Corporation, and PetSmart, to fast-moving startups in Beauty, Cannabis, Natural & Organic Foods, and Pet Care. At PetSmart, I spearheaded a full-scale transformation of their private brand portfolio — reimagining 24 brands across food, fashion, specialty, and home. The result? A customer-first experience that exceeded sales goals and redefined what private label could be. My superpower lies in bridging big-picture brand strategy with grounded creative execution. I bring a deep understanding of the entire packaging and product development journey — with the technical know-how to ensure every detail aligns with the vision and connects with consumers. As co-founder of LUCID STUDIO, the sustainability-focused division of MBD, I partnered with forward-thinking brands to build impactful, eco-conscious packaging solutions — helping companies grow while minimizing environmental impact. I’m also deeply committed to inclusive leadership. At PetSmart, I co-chaired the Pride at Work program and helped shape an associate resource group strategy that fostered connection, representation, and a culture of belonging. Outside of work, I’m a problem solver, a dog mom, a yogini on a path, and a firm believer that creativity grounded in purpose can change the world. Let’s connect.