Charles Coatney

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.

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.