More Information
Sandy Baker
Creative Director
34 Edward Rd
Watertown, MA 02472
617-924-5340(Home)
617-905-3620(Cell)
sandybake@comcast.net
On Line Portfolios
www.coroflot.com/sandybake
www.styleportfolios.com/sandybake
www.creativehotlist.com/sbaker4
Summary
A skilled, detail oriented Creative Director with a strong passion for design, looking for opportunities to create amazing advertising that will bring value and branding to the organization. Excellent at conceptualizing ideas, conveying the process from concept to finish, and continuously seeking challenging projects. Extensive art direction and execution. Strong management skills; know-how to prioritize, motivate others, encourage thinking, generate enthusiasm and juggle workflow in a fast paced environment. An expert at managing change and enthusiastically probing details while developing a strong creative team, ensuring that all objectives are met. Consistently deliver strong designs, photography and compelling headlines that will enhance product and propel sales.
Professional Experience
Filene's/Kaufmann's, Boston, MA 1993-2006
Division of May Company/Federated Department Stores
Creative Director/2001-2006
Directed the advertising for Filene's/Kaufmann's operating 101 stores in 39 markets, including Boston, Hartford, Providence, and Albany. Stores in the Pittsburgh, Cleveland, Buffalo, Rochester, Akron and Syracuse areas operate under the Kaufmann's nameplate with an operating budget of 100M.
Played an intricate part in the merger of Filene's and Kaufmann's which created the largest May Company division. Worked with over 90 newspapers ensuring correct content, logos and versioning of all the ads to accommodate different sizes and special store hours for each nameplate.
Reported directly to the Senior Vice President of Sales Promotion.
Managed a staff of 52 people which included Art Directors, Writers, Photographers & Stylists.
Worked closely with the CEO from concept to final release.
Oversaw the creative execution of direct mail of approximately 97 catalogs and circulars per year and newspaper advertising with total annual impressions of 15,509. Responsible for the design of all billboards and mall kiosks.
Continually set May Company standards and best practices as a guide for all other May Company divisions.
Produced pages in national magazines (Marie Claire, Seventeen, Elle, Vogue, Boston Magazine, Pittsburgh Magazine, Connecticut Magazine and Hudson Valley).
Managed three photo studios; one fashion, one fashion still & one home.
Transitioned the photo studios from film to digital photography resulting in increased shot counts per day allowing team to view images immediately resulting in increased productivity.
Saved the company $200K in creative costs by working with top modeling agencies in the country and negotiating rates for models and travel for location shooting without sacrificing quality.
Produced billboards and store department posters that appeared in all May Department Stores.
Recipient of the Filene's Sales Support Executive Award for "Excellence in Retailing".
Art Director/Direct Mail/1998-2001
Oversaw all of the design for direct mail advertising and managed a staff of 5 designers.
Planned and directed all photo shoots with fashion & home photo studios.
Assistant Art Director/Direct Mail/1995-1998
Oversaw all of the design for direct mail advertising. Planned and directed all photo shoots with fashion and home photo studios.
Assistant Art Director/Newspaper/1993-1995
Oversaw all of the design for newspaper advertising for approximately 60 papers versioning all the ads to accommodate different sizes and special store hours.
Lechmere, Woburn, MA 1990-1993
Designer
Designed layouts for circulars, newspaper ads, direct mail pieces and special inserts.
Planned and directed all photo shoots with our own in house studio.
Earlier Retail Experience
Grover Cronin, Waltham, MA
Bradlees, Braintree, MA
Freelance Accounts
Hit or Miss, Zayre, Larkin Publications, Slalom Ski Wear and Northeastern University.
Education
Vesper George School of Art
Major: Advertising
