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Art Director/ Creative Director/ Strategist

PAYAL VAIDYA New York, NY https://www.payalvaidya.com I https://www.linkedin.com/in/vaidyapayal I XXXX@XXXX.XXX SUMMARY Strategic creative leader, art director and hybrid designer with 12+ years of global experience in marketing agencies, consultancies, partnering Fortune 500 companies, start-ups and non-profits. Instrumental in various successful integrated marketing, branding and design projects, leading teams from conceptualization to execution. Dot connector passionate to solve business problems and create lasting connections between brands and consumers. WORK EXPERIENCE Creative/Art Director & Strategist, Dash Tara Design, NYC, NY [from Jan 2018] • Lead the creative team on design and strategy to create innovative solutions for clients in the US and Asia markets • Craft brand stories, brand guidelines, visual identity, generate insights, design compelling and visually engaging messages, ads, campaigns, brochures, digital designs, packaging, social media campaigns, etc using in-house and freelance resources • Lead client meetings, collaborate with CMO's, managers, researchers, multi-disciplinary designers, facilitate innovation & branding workshops • Advise startups and mentor South Asian Women in the Creative Community • Current Clients: Tech, Beauty, Wellness, Health, Retail Design Manager, Lowe's, Savannah, GA [March – June 2017] Led a team of 10 multi-disciplinary designers and strategists to research, analyze, prototype and develop concepts for a Consumer Experience project aimed to engage and teach DIY skills to Millennials and create long term brand value Executive Creative Director, Publicis Worldwide, India [July 2013 – Aug 2016] • Led and inspired a team of 15 Creatives on L’Oréal’s $130 million brand 'Garnier' • Instrumental in the global development of Garnier Ultra Doux - the biggest launch of 2016 • Supported the brand team in the development of product portfolio • Launched and sustained several projects end-to-end - insights, strategy, concept, executions, pitch, production • Proposed and implemented holistic solutions and grew team capabilities from communication to branding, packaging, digital, mobile, social and experiential • Participated in several consumer researches - qualitative and quantitative • Collaborated with strategy and business leads to dig deep insights • Led client pitches and meetings and partnered clients • Partnered with the CEO and CCO of the agency • Engaged in all existing, new-business and pro-bono creative efforts • Won several awards, client and industry recognition • Directed several photo and video content and shoots with celebrities • Categories worked on: Beauty, Tech, Retail, CPG, Luxury, Food & Beverage, E-commerce, Pharma & B2B Sr. Creative Director, Grey worldwide, India and APAC [Nov 2010 – June 2013] • Led the launch of several successful projects for Procter & Gamble (P&G) in Asia • Instrumental in the growth of Pantene, Wella Salon, Ambi Pur (Febreze) • Engaged in contextual consumer research activities, workshops and strategic discussions with client and agency stakeholders • Collaborated with the partner agencies on digital, on-ground and retail branding • Partnered with the global ECD and Business head • Client facing • Categories: Beauty and CPG Associate Creative Director, Ogilvy, Mumbai, India [Jan 2007 – Oct 2010] • Demonstrated leadership capabilities • Created the immensely successful and popular campaign ‘Lakme Fruit Blast’ -a Unilever brand, with a run on the national television for more than 6 years. • Won several new business pitches and awards • Categories: Beauty, Retail, CPG, Luxury, Travel & tourism and Financial services EDUCATION Savannah College of Art and Design (SCAD), US M.A. in Design Management University of Mumbai, India Diploma in Graphic Design Bachelors in Commerce PROFESSIONAL SKILLS Leadership: Project Management, Collaborative, Client facing, Hiring and building diverse teams, Fostering positivity and a culture of success. Creative Direction: Art Direction, Graphic Design, Brand strategy, Creative strategy, Branding, Packaging, Advertising - Television, Print, Digital, Social, Mobile, Experiential, Directing photo and video shoots, 360 campaigns, International team dynamics. Design: Human Centered Design, Concept Development, Storytelling, Visual Design, Insights & Strategy, Rapid Prototyping, User Interviews, Ethnographic Research, UX Design, Workshop/Process Facilitator. AWARDS & ACHIEVEMENTS • 2008 Abby Awards, Bronze - Danai Bookstore (Poster & Print craft) • 2009 Outdoor Asia Silver Danai Bookstore • 2009 Abby Awards Bronze - Kotex ‘A day in the life of…’ • XXXXXX for Cancer Patients Aid Association Cigarette pack design • 2011 Eye Donation Campaign for Vision Foundation of India featured in Marketing for Asia • 2015 Abby Awards, Gold – Innovative outdoor - Henko Bronze – Radio – Cupid condom, Finalist – Poster – Oral B • Featured in the spotlight on Kulzy.com • Wrote reviews on Campaign India and agencyfaqs.com • 2015 Member of Jury for Abby Awards


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