BACKGROUND
Award-winning creative director with 20+ years of experience leading high performing teams through the strategic conceptualization and best-in-class execution of diverse 360º marketing campaigns that drive results and endear brands to people.
Proven ability to collaborate closely with cross-functional teams including executives, strategists, media planners, data analysts, and creators, to translate brand and marketing challenges into persuasive stories that drive performance and enhance brand affinity.
Category experience includes Alcohol, Automotive, Beauty, Food & Beverage, Gaming, Health, Lifestyle, Luxury, Non-Profit, Packaged goods, QSR, Tech
CORE SKILLS
Advertising
AI: Image/Video Generation
Art direction
Branding and storytelling
Creative direction
Creative strategy
Concept development
Content creation
Graphic design
Pitching ideas
Presentation design
Social media creative
CATEGORIES OF EXPERIENCE
Alcohol
Automotive
Beauty
Food and Beverage
Gaming
Lifestyle
Luxury
Non-Profit
Packaged goods
QSR
Tech
RECOGNITION
Addy’s
CommArts
Graphis
One Show shortlist
Webby’s
SIDE QUESTS
Creative technology enthusiast embracing the convergence of art and AI.
Writes, produces, and performs in a rock comedy band.
Obsessed with Cooking, Mountain sports, adventurous music, and non-fiction.
EDUCATION
B.A. English Literature & Creative Writing from Southern Methodist University
A.A. Multimedia Design from The Art Institute
CONTACT
itslinder@gmail.com
214.284.7142
ECD/CREATIVE PRINCIPAL, LERMA 2021 - 2025
Avocados From Mexico, Interstate Batteries, The Home Depot, The United Way, The Salvation Army, Reunion Tower
Used my creative leadership position to elevate agency culture to an award-winning standard, resulting in being named AdAge’s ‘Small Agency of the Year’ in 2023, and ‘A-list standout’ in 2024.
Led agency's creative expansion from a purely hispanic market focus to include broader general market capabilities, which resulted in AOR wins for Interstate Batteries and Avocados From Mexico leading to +$7mm growth and a 5x growth in the team.
Took Avocados From Mexico to the 2023 Super Bowl. Led creative teams through the rigorous strategic annual planning process which included 21 briefs. Developed Avocado From Mexico’s multi-year creative platform for the new brand campaign which premiered during its College Football Playoff partnership. Innovated the brand’s social presence and content creation outputs with trend-conscious storytelling, AI, and innovative creator partnerships.
Transformed the messaging/creative strategy for Interstate Batteries by focusing on younger female-targeted concepts. Executed across digital streaming, video, and social media, yielding a 35% ROI within the first year alone.
Provided intentional leadership and cross-disciplinary coaching to a diverse team of 20 creatives, strategists and account managers, unifying individual world views to foster an inclusive team environment.
Propagated the use of artificial intelligence within the creative department allowing for 5x faster visual development sprints for creative presentations.
CD, THE RICHARDS GROUP 2014 - 2020
Dr Pepper, Diet Dr Pepper, Snapple, Mott’s, 7UP, Ram Trucks, Jeep, Chrysler, Firehouse Subs, Chick-fil-A, Wolf/SubZero Appliances, ULTA Beauty, HEB, Favor Delivery
Led the creative team in securing a +$15M annual contract for Keurig & Dr Pepper’s digital and social media business. In six months, we transformed a scrappy team of 5 into a diverse workforce of +50 next-gen creatives, developers, and social media experts.
Led the agency’s creative innovation agenda. in connecting traditional brand building efforts to social media trends, emerging tech, and cultural collaborations leading to award-winning creative and new business wins for Wolf Appliances, RAM Vans, Keurig Dr Pepper, Shiner Bock, GoRVing, and Ulta Beauty.
Collaborated with the social strategy team in developing Dr Pepper’s successful and enduring fan-based strategy for social media. This strategy, implemented across the brand, has helped Dr Pepper replace Pepsi as the number two soda in America.
Led the formation and installed the leadership for TRG’s in-house content department. Resulting in a successful, self-running, and creative profit center for the agency.
Led the formation of the agency's 10 person in-house content department and installed leadership and key talent resulting in a successful, self-running, and creative profit center for the agency.
Conceived and created an app, You Rule Chores, that gamified chores for kids. Performed UX, design, art direction, and led a team of 2 programmers through development. Listed as one of Apple’s 2013 top apps for families.Held many roles: Creative director, art director, copywriter, client manager, CEO, CFO and COO (that’s how entrepreneurship goes.)
Collaborated with a children's educational specialist, TV Teacher, to create an app delivering educational/interactive content to children on the spectrum, leading all aspects of research, user experience, visual design, and market launch.
FOUNDER, OPPOSITE INC. 2011 - 2014
Creative/Development boutique focused on developing mobile apps that entertain and help people.
Led conceptual art direction and hands-on design for large-scale digital campaigns for national brands.
Educated agency leaders and internal teams on new-age creative and advertising methods, enabling the transition from traditional to digital-forward advertising ideation.