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Creative Director

Creative & Design

<p>Visionary Creative Director with over 20 years of experience crafting strategic projects that align with brand objectives and values. Expert in budget management and market research, ensuring optimal resource utilization and informed decision-making. Renowned for exceptional leadership, inspiring and mentoring creative teams to foster collaboration and innovation. Skilled in brand development, with a keen ability to build and evolve brand identities through compelling storytelling and visual design. Adaptable to changing trends, technologies, and client needs, consistently maintaining the integrity and quality of creative work. Continuously updated with industry trends, emerging technologies, and consumer behavior to enhance creative strategies.</p>

Revolutionizing the perception of Dickies Medical apparel through innovative creative direction and strategic brand positioning. 

Consistently achieve budgetary efficiency across all marketing initiatives for Dickies Medical Apparel and Cherokee Uniforms, maintaining financial discipline and exceeding cost-saving targets. Reducing budget by 25%.

Lead and mentor a diverse team including graphic + digital designers, social media managers, copywriters, photographers, videographer, editors and retouchers to craft high-end campaigns.

Directing a rebranding initiative for both Dickies Medical and Cherokee Uniforms, resulting in a 30% increase in brand recognition.

Established and sustained strong client relationships, understanding their needs and translating them into impactful creative solutions.

Partnered closely with print producers and companies to meticulously oversee the production of marketing materials, ensuring adherence to highest quality standards and seamless delivery within established timelines.


Spearheaded a comprehensive brand overhaul encompassing new website development, marketing materials, and the creation of impactful social media campaigns.

Led a team of fashion designers in the development and launch of many new collections.

Demonstrated robust project management expertise in effectively overseeing multiple projects concurrently, ensuring timely completion, adherence to budget, and high-quality standards.

Managed and coordinated lifestyle shoots for seasonal campaigns and e-commerce photo shoots.

Cultivated creative growth and skill development within the design team through personalized mentoring and constructive feedback, leading to improved project outcomes.

Performed market research to shape creative strategies and stay abreast of industry trends.


Creative Director / Design Manager

Headed a creative production team to deliver over 50 successful campaigns annually. 

Orchestrated successful email and social media campaigns for footwear, handbags, and accessories, leveraging strategic targeting and compelling content to drive engagement, brand awareness, and sales growth.

Led a team in the successful creation of comprehensive brand guidelines, brand book, and fashion look books, ensuring alignment with brand identity, visual consistency, and compelling storytelling to strengthen market positioning and enhance brand recognition.

Led art direction initiatives for Tilly's, TLC (Tilly's Life Center), and private label brands, crafting cohesive visual narratives that resonate with target audiences, strengthen brand identity, and elevate overall brand perception across multiple platforms.

Skillfully managed photographers, stylists, and production crews to ensure the seamless execution of creative vision, fostering collaborative environments that drive exceptional visual outcomes and uphold brand standards across all projects.

Successfully led a team in the complete brand recreation of RSQ Jeans, overseeing strategic repositioning, visual identity development, and market integration efforts, resulting in renewed brand relevance, increased market share, and strengthened consumer engagement.


Art Director  www.tillys.com

Charles Coatney is a Creative Director at Dickies Medical (Careismatic Brands) in Long Beach, CA.

Charles Coatney

Charles Coatney

Charles Coatney

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