Daniel MacKinnon
Creative Director @INDOCHINO
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WORK HISTORY
Creative Director @INDOCHINO
As a part of the company’s leadership team, establish, define and own the expression of the brand via look, feel, and tone.* Partner with the business to develop annual and seasonal retail strategies and plans based on an understanding of the banner brand, retail environment, merchandising, and e-commerce priorities.* Play an integral role in serving the target consumer through a retail journey that is relevant to, and informed by the current marketplace and consumer trends.* Lead the creative development of marketing collateral, which includes concept development, management of designers, and execution of the final product* Develop and lead multi channels seasonal campaigns.* Ensures adherence to set budgets and ensures accurate expenditure tracking records are maintained.* Strategizes and works cross-functionally to activate initiatives that connect the in-store and digital experience to advance the Omni experience for customers, working to bring the best of both worlds together for a richer brand story.* Communicates strategies and creative direction by leading meetings and presentations.* Highly articulate in all areas of creative and production aspects.* Collaborates between internal clients and all creative resources to develop professional alliances and increase the business brand presence.* Develop an omni-channel marketing campaign for all consumer touch points: photo and video campaigns, OOH print/digital ads, e-com site (web design, and product photography* Editorial and e-commerce visuals, styling, and photo direction.* In-store visuals including special store windows and signage, brand materials, seasonal promotions
EDUCATION
Holland College
Visual Communications
SKILLS
ABOUT DANIEL MACKINNON
I\'m a brand-first Creative Director with 20+ years of experience building the kind of creative that actually moves people — and moves the business.My career has been rooted in fashion, retail, media, and consumer brands, leading in-house teams that translate strategy into storytelling across every channel. I partner closely with marketing, merchandising, e-commerce, and retail to make sure creative isn\'t just beautiful — it\'s aligned, intentional, and built to perform.What I bring to the table spans brand transformation, omnichannel campaign leadership, retail experience design, and building creative organizations that scale. I\'ve led high-performing teams, managed multimillion-dollar production budgets, and delivered work that\'s strengthened brand equity and deepened customer connection over the long term.What keeps me energized right now is the intersection of creative craft and emerging technology. I\'ve been hands-on with the latest AI image generation tools — including Higgsfield and Nano Banana — exploring how they can expand what\'s creatively possible without losing the human voice that makes a brand feel real. For me, AI isn\'t a shortcut; it\'s a new creative tool to help compliment and scale.I thrive where creativity meets commercial ambition — building brands that are culturally relevant, emotionally resonant, and built to last.Specialties: Creative Leadership · Brand Strategy · Omnichannel Marketing · Retail Experience Design · Campaign & Content Strategy · Go-To-Market Execution · Cross-Functional & Executive Leadership · Creative Scaling & Production · AI Image Generation (Higgsfield, Nano Banana) · Emerging Creative Tools
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