About Joe
I'm a creative professional with over 12 years of experience as an in-house designer, product photographer, and creative director. I'm skilled in graphic design, photography, web design, UX/UI, print design, photo editing, branding/identity, brand systems, e-commerce, social media, and content marketing. I am proficient in design software like Adobe CS (Illustrator, Photoshop, InDesign, Premier), Figma, and AI tools like Midjourney, Claude, and Adobe Firefly.
English
Native or bilingual
Can work on-site
New York (up to 50km)
Experience
- Afficionado Coffee RoastersCREATIVE DIRECTORLUXURY GOODSDecember 2019 - September 2025 (5 years and 9 months)New York, NY, USA• • Directed brand marketing and visual identity for a multi-channel hospitality and coffee company, ensuring consistency across cafés, wholesale programs, packaging, brand collateral and digital platforms.• • Led on-site brand activations and merchandising for café and event spaces, designed and oversaw signage, displays, promotion, messaging and seasonal rollouts.• • Designed and maintained company website with original photography, copy, icons, user interface, and product updates.• • Managed and designed print and digital signage, menus, wooden and metal tackers, and in-store collateral that aligned with evolving brand standards.• • Produced photography and video content for marketing campaigns, social media, and client collaboration.• • Grew social media presence organically by 300% through strategic storytelling, team management, and content creation.• • Oversaw flagship retail café launch. Coordinated point-of-sale system setup, in-store marketing, branded décor, online sales visuals (Doordash, Caviar, Square) and press/media coverage to ensure a polished guest experience.• • Collaborated with production partners on packaging, promotional merchandise, and custom installations for clients including American Express, Peloton, Meta/ Facebook, The Metropolitan Museum of Art, Bloomberg, NBC, Pura Vida, and iShares (Blackrock).• • Managed digital storefronts (Shopify, Amazon, Meta, Google, TikTok) and fulfillment logistics, achieving consistent year-over-year sales growth of 30% or more over four years. Launched and coordinated Amazon FBA program.• • Directed international content shoots at origin (Brazil, Rwanda, Peru, Guatemala, Nicaragua) to capture storytelling assets for brand campaigns and sustainability narratives.
- Roman & SunstoneLEAD GRAPHIC DESIGNERRETAIL (LARGE RETAILERS)March 2014 - December 2019 (5 years and 9 months)New York, NY, USA• • Executed brand and marketing design for national retail programs (Walmart, Target, Kohl's, Amazon, JCPenney, Macy's), including packaging, digital mockups, product photography and in-store displays.• • Designed visual merchandising assets and created physical mockups for retail environments.• • Produced digital and print content for seasonal campaigns, trade shows, and client presentations.• • Managed photography and post-production for e-commerce and promotional singage (2,500+ SKUs).• • Liaised with vendors in the U.S. and overseas to ensure on-time production, quality, and brand alignment.• • Prepared detailed visual sales reports and marketing decks for internal and client review.
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Education
- B.A. in Visual CommunicationLoyola UniversityB.A. in Visual Communication