Lucinda Simmons

About Lucinda Simmons

Riveting copy. Clean, precise design. Artful art direction. My career path has given me the opportunity to hone each of these skills. And, most recently, the privilege to lead teams of art directors and copywriters—supporting them and getting the best work they have to offer—is the most rewarding work of my career. My history with boutique agencies laid the groundwork and afforded me invaluable experience—with everything from concepting and copywriting to design and client service—in industries as diverse as restaurant and hospitality, automotive, medical, financial, real estate, high-end retail and non-profit. Strengths: Creative direction; leading teams of writers, art directors, translators and designers; brand strategy; social campaigns; concepting for print, television, radio, special event and promotional campaigns; art direction; copywriting; graphic design with a concentration in branding and identity; writing, art directing and editing broadcast; photo art direction and vast production experience. Want to see some work? Visit my portfolio site:

Experience

1. Omnichannel Creative Director

   JCPenney

   Jul 2020 — Present

   MAJOR CONTRIBUTIONS Replaced external agency by absorbing national broadcast television and radio, saving $6 million annually. Galvanized creative teams and led through significant change, from furloughs and layoffs to reorgs and leadership changes. Instrumental in reorganizing department into an in-house agency structure.Entrusted with strategic initiatives requiring the highest discretion:• Branded and launched a new beauty department to replace Sephora inside JCPenney• Relaunched the retailer’s leading men’s suit brand• Relaunched a private brand women’s intimates line• Created messaging around the company’s re-entry into large appliances• Branded, launched and maintained a disruptive big and tall men’s brand, an offshoot of JCPenneyDAY-TO-DAY RESPONSIBILITIES Guide and deliver comprehensive, compelling creative, focusing on seasonal direction, overall JCPenney brand, private brands, promotional events, and designer collaborations. Lead a multi-disciplinary team of art directors, designers and copywriters.Serve as a collaborative thought partner to other departments within the marketing organization.Concept, write and cast national broadcast campaigns. Define brand voice for enterprise, new and relaunched brands, and ensuring consistency across customer touchpoints.Manage creative team responsible for new brand launches, brand relaunches, cultural events, and seasonal and promotional toolkits including digital and print media, website assets, national broadcast, social campaigns and more. Confidently present ideas to leaders at the highest level.Guide multiple rebrands for customer loyalty and credit card programs.React and adjust to changing product priorities and strategy. Work with stakeholders to distill research into deliver thoughtful, resonant creative that supports gained insights.Develop talent, evaluate and deliver performance assessments and build an engaged and motivated team.

Education

• University of North Texas

  BFA

• University of North Texas

  Bachelor of Fine Arts - BFA