Catherine Groya

For the last 16 months I have worked as a Graphic Designer at Harley-Davidson within the brand and marketing department (Happy to discuss further)

Art Director at Yakima Racks September 2015 — April 2021 Portland, OR Art Director (2017 - 2021) / Senior Designer (2015 - 2017) Key player in annual product launches. From directing product and lifestyle photoshoots to creating launch plans by working closely with the brand and marketing directors to establish asset delegation across all of Yakima’s consumer touch-points. From digital omni-channel asset delegation, print & email campaigns including copy direction, catalogs, apparel, and in-store dealer tools. Lead and collaborate with cross-functional teams including marketing, category, product design, and sales. Supervise performance activity of employees as well as mediate, listen, and improve workflow. Roles: ? Site merchandising – Ensure product was shot within standards to maintain continuity across brand website and dealer sites - Provide direction to teams when product needed to be adjusted based on sales data to reach goals ? Improve company workflows by creating/implementing new systems ? Go to Market planning – leading and directing product and lifestyle photoshoots for launches including instore graphics, campaign assets both print and digital ? Curate storytelling and campaign ideas based on consumer journey map ? Worked hand in hand with the brand manager and VP of marketing to make decisions and brainstorm on placement and timing. Insuring a product segment was being represented properly to the correct audience. Ie. Fishing rod carrier should be advertised on kayak fishing website, not on a white-water kayaking site ? Redesign and overhaul of the consumer editorial catalog to a more user friendly, further reaching and product focused marketing asset – and then again adapting it to a digital interface when the pandemic hit and stores were closed