christina z libertini • san luis obispo, ca • czlibertini@gmail.com • 206.617.7500

SUMMARY

Creative director and strategist for marketing, advertising and social platforms. Strengths include: generating campaign concepts, managing projects for optimal performance and synthesizing diverse information to connect the audience with the message.

 

EXPERIENCE

Playlist Technologies  |  Mindbody Creative Director |  SaaS | 2022-present

  • Led a full brand refresh of the Mindbody brand, including color, logo, design, voice & tone, across all touchpoints and platforms

  • Revamped sales decks leading to a 17% increase in closed-wons for prospects

  • Revitalized organic & paid social campaigns with a platform-first style that accounts for 14% of closed-wons for the B2B business

  • Implement AI into the creative workflow, including custom html in-product notifications, interactive sales decks, generative images, and overall process improvements

  • Manage and direct a team of 12+ copywriters, designers and video creators, defining the brand aesthetic and approach across all marketing projects.

  • Collaborate on marketing strategy, including website design and development, lifecycle, events, advertising, brand, sales and promotional materials

Mindbody, Inc  |  Sr. Creative Manager/Art Director | SaaS  |  2019-2022

  • Managed and directed a  team of video creatives in production, editing and motion graphics for both B2B and B2C campaigns, social media and brand projects

  • Defined a new creative direction and vision for overall brand aesthetic, specifically around photography, video and motion

  • Delivered upleveled content that takes SaaS branding to a new level, including authentic, inclusive representation that explores a human-centered approach to technology-driven software marketing

  • Lead the production of large-scale video and photo projects, including all creative documentation, RFPs, budgets, scheduling and approvals

Nordstrom, Inc  |  Sr. Video Manager  |  Retail Brand Marketing | 2009-2019

  • Managed a team of ~10 video creatives in art direction and post-production, producing more than 100 campaigns per year. Projects included paid & organic social, branded content, advertising & experiences

  • Concepted, created and delivered strategically-based solutions for a wide variety of campaign types, from multi-million dollar holiday campaigns to simple, low-budget, socially-driven how-to content

  • Built a variety of content approaches to attract customers wherever they are, including YouTube, Facebook, Instagram, Snapchat, mobile web, digital out-of-home & in-store displays

Williams-Sonoma, Inc  |  Writer & Video Producer  |  Retail Brand Marketing | 2007-2009

  • Produced, directed and edited content for the launch of Pottery Barn and Pottery Barn Kids video channels; grew video library to more than 100 videos in one year

  • Managed the creation of brand marketing to support seasonal product launches, with a distribution to more than 300 stores nationwide

Academy Studios, LLC  |  Senior Content Developer | Museum Exhibits and Interactive Experiences |  2000-2007

  • Developed content for more than 30 educational and museum projects worldwide as part of a multidisciplinary museum design agency creating award-winning interactive exhibits, AV, and 3D immersive experiences

  • Produced and managed multiple projects, handling all aspects of client communications, deadlines, budgets and deliverables

  • Developed a multi-day creative workshop that helped implement a cohesive strategy for exhibition design for non-profit clients

San Francisco State University  |  Lecturer, Creative Writing  |  1998-1999

  • Created a sensory-based curriculum for the undergraduate course "Introduction to Creative Writing" 101 & 301. Coursework included poetry, fiction, nonfiction and playwriting

 

TECHNICAL QUALIFICATIONS

Adobe Creative Suite • Figma • Presentation software • Social and emerging AI and media platforms

 

EDUCATION

MFA, Creative Writing   |   San Francisco State University

BA, Creative Writing   |   University of California, San Diego