Hilary Riffe

About Hilary Riffe

My design passion is building and accelerating brands through bold and impactful visual design language and omni channel creative campaigns. I strive to build designer skill sets with one-to-one attention, and to build teams through live collaboration with key stakeholders whenever it’s needed. I love to dig into and evaluate marketing briefs, discern what is actionable, discover the gaps, and to articulate with diplomacy what is needed for the creative development to move forward. I pride myself as a highly organized and process minded manager with a knack for bringing brand and marketing strategies to life, and driving successful launches in consumer products and retail that result in bottom-line business growth.

Experience

1. Sr Creative Manager, Writing

   Newell Brands

   Sep 2022 — Present · Kalamazoo, MI, US

   Leading a team of seasoned designers in developing 360 omni channel creative for Newell\'s portfolio of Writing brands, including Sharpie, Paper Mate, Expo, Elmer\'s, Prismacolor, Parker, Dymo and Mr. Sketch, utilizing core Adobe platforms and advanced AI technology.Work closely with internal Creative Director, Copy and Brand leadership to develop cohesive visual strategies for new product launches that bring each category\'s visual brand language to life across all project touch points, including packaging, in store displays, digital shelf.com, retailer.com, photography, video and social assets.Fully engaged in cross-functional collaboration and project management with our internal Design Operations team, as well as with leadership in Brand Marketing, PMO teams to develop and maintain timelines to hit critical milestones and dates within the full project lifecycle.Led the creative development and visual brand language for Sharpie\'s highly successful \"Creative Marker\" launch, including color theory, typography, iconography, photography and video approach, in close collaboration with our cross-functional Communication Design team (Copy, Graphic Design, Photo/ Video Studio). Partnered with in-house photography studio and AI-focused design team to develop a custom model in Firefly to generate PDP assets, saving over 20K in customary photo expense, resulting in a long-term solution and custom model that can be utilized and adjusted for future launches.

Education

• Michigan State University

  BA, English/ Creative Writing

Skills

• Indesign
• Photo Art Direction
• Email Marketing
• Direct Mail
• Video Editing
• Advertising
• Video Production
• Web Marketing
• Adobe Creative Suite
• Photography
• Direct Marketing
• Photoshop
• Graphic Design
• Social Media
• Copywriting