Hames Ellerbe

In this position, I am charged with the global vision of sell-in assets, lifestyle assets, and packaging for all products within Gerber. As well as creating briefs to guide the visual, copy, and creative representation of each product within from Concept to Consumer and the brand guidelines. This also involves the visual aesthetic, design, materials, and sustainability of the packaging program.

In the role of Marketing and Creative Director, I was tasked with numerous marketing and creative strategy and process undertakings, including creation and implementation of long and short-term marketing and creative strategies, involving branding, visual presence, advertising, and strengthening digital, and social media platforms. Additionally, this includes the creation of campaigns for each of the core areas of the brewery business; beer, cider, refillable bottles/sustainability, and pubs. Within these campaigns, brand solidification and transformation took place, including a brand adjustment, website rebuild & redesign, packaging rebrand, clothing redesign, social media overhaul, and process improvements, Within this scope, wholesale sales have risen by 20% and company-wide revenue has risen 12%.

I accepted the position of creative director and photographer to work with clients and studio staff with goal of elevating brand recognition and stability. Through the direction and creation of explorative content & visual storytelling, I am able to direct the creation of compelling and engaging content, increasing the return on investment. Additionally, I create content specifically for each unique client, from pre production through post production, raising brand awareness, marketability, and industry foothold. Combining content creation expertise, proactive leadership, and management techniques, I am able to successfully deliver a finished product and prove the ROI through targeted and effective KPIs. Clients Include -Smith Optics -Saxx Underwear -Dakine -Coal Headwear -Brew Dr. Kombucha -Adidas Snowboarding -Nike -Quiksilver -Snowboarder Magazine -Transworld Magazine

Accepting the position to create, establish, and maintain the brand and digital presence across platforms and media. By providing brand awareness, along with rebranded content, I was able to increase traffic both digitally and physically, increasing sales and reestablishing the company as the premiere Central Oregon shop for biking. Additionally, I created and established an interactive digital bond, through web, content, and social media presence that stimulated the customers interest, grew brand loyalty. These endeavors displayed a substantial return on investment, shown through KPIs, such as lead time per project, estimated vs actual project time, client satisfaction ratings, and estimated vs actual project budgets.

Managing and supervising a staff of 22, I lead the creation of a high quality, internationally recognized, product. While in this position I was able to establish KPIs that decreased labor by 124 hours per week, which were spearheaded by efficient building and grooming techniques training for the team members. Throughout my time in the position I recommended process and systems improvements, which were measured through effective KPIs, and when implemented displayed an increase in the longitivtiy of the product, consumer satisfaction, employee satisfaction, operational efficiency.

An inner corporation promotion brought me from Boreal to Mt Bachelor, where I effectively raised park usage by 84% through creating a centralized, quality, and unique product and brand. Creating and establishing the park as a separate but inclusive brand, I was able to expand Mt Bachelor's market, capitalizing on the youth and action sports market with their strong family connections. Utilizing social media platforms, promotion marketing, creative branding, graphic design, and event production I targeted offline and online consumers for effective growth. Translating complex and creative concepts and data into compelling visuals for outreach through magazine ads, unique events, creative web series, compelling graphics, and a comprehensive marketing plan for our unique and quality product. Through collaboration, the leadership of 16 employees, diligence, and hard work I established and created a brand and product that performed exceptionally, displaying a large ROI. This was exemplified through top 10 rankings in SKI Magazine, Transworld Snowboarding, Snowboard Magazine, Snowboarder Mag, Freeskier Magazine, and onthesnow.com. Additionally, the park received several prestigious events such as Snowboarder Superpark 15-17, Board/Ski tests, and various photoshoots. The product has been highlighted in numerous films from Poor Boyz Productions, Mack Dawg productions, Snowboarder Magazine, Warren Miller Films, and many other productions.

In the position I generated 40% growth in brand awareness by developing a monthly video series, early social media pages(myspace), a quality and innovative product, and unique park specific logos and banners. Additionally, along with the creation of the video series, I created unique, on brand, photographic content for the utilization in commercial ads, periodicals, and magazines. The work provided throughout this role laid the groundwork for the future conversion and rebrand to Boreal becoming Woodward Tahoe.