It wasn't "cool" to blog when I was 17.

That's where I started, a little ol' blog became an outlet for me to write, post my photos, tell style stories, post inspiration and connect. Speed through a degree in apparel design and merchandising, hustling my way through working any relevant job I could take, I got a 3 month mentorship from one of the most talented pattern makers I've ever met at Rachel Comey, won some awards for "most original" and "best technique" in my designs. Decided to work a year as a writer in Marketing, landed a product photography and digital marketing position at a startup in PDX, worked my into a corporate brand content position, and now... I'm here.

Still creating, but it's cool. Really dang cool.

 

find me on LinkedIn & resume below

photo: Boone Rodriguez 

Education: Oregon State University—Bachelor of Science in Apparel Design, Merchandising.

Associate Art Director, Hanna Andersson. Portland, OR, September 2017—Present
Played large role in Hanna’s shift in content direction from product centric to consumer centric. I am the AD for editorial still life, studio styled flats and more recently video.

  • Concept seasonal studio and editorial shoots—present visual direction, shot list, casting, on set art direction, selects, color and post production.

  • Deliver 150+ high res styled flat shots, and 1.2K PDP flat shots each season.

  • Transitioned PDP flat photography from harsh studio KO to modern natural light, oversee photo approvals,

    style guide updates, and relationships with agencies and freelance team.

  • Recruit and collaborate with a team of stylists, photographers, producers, and digi-techs.

  • Brought new still life photo concepts to Hanna that influenced a shift in cross category merchandising in web

    and retail through ideas such as the “Dress Closet.” Creating images that become the highest engaged photos on social media and the site, constantly pushing the brand forward

Social Media Content Producer, Hanna Andersson. Portland, OR, August 2015 – September 2017

Managed all social content: calendar, strategy, budget, reporting, and influencer program. Owned and was responsible for the role of social media in overall brand and promotional marketing campaigns.

  • Grew Instagram from 13K thousand to 80K, and Facebook from 150K – 227K.

  • Scaled influencer program and increased #hannajams holiday ’16 sleepwear campaign impressions from 2 to

    6 million, scaled again in 2017 to 20 million impressions.

  • Partnered with web merchants and designers to improve customer journey from social, increasing revenue

    from Instagram 135%, from Q1 to Q4 in 2016.

  • I spearheaded the brands transition from product centric to consumer centric content, modernizing the

    photo and voice direction. Success on social lead to a major shift in brand creative direction— I started art directing for Hanna in February 2017.

Marketing Lead, Bridge & Burn. Portland, OR, June 2014 – July 2015

Wore many hats managing marketing efforts including, website management, Product photography, social media content strategy,/ creation and growing the influencer program. 

 

  • Executed all emails including design, copy, photography, development in Mailchimp and sends. Increased sends from twice a month to twice a week.

  • Created and managed Instagram, Facebook and Twitter content, copy and social customer service— grew Instagram from 9 K to 17K in 10 months.

  • Managed strategy and communication of influencer and cross-promotional brand partnerships.

  • Styled, art directed, photographed and retouched all flat and styled flat product photography.

  • Assisted in planning seasonal photo shoot locations, casting and pre-shoot styling. Collaborated with in house

    team on seasonal concept and creative direction.

     

Additional Experience

Writer • Oregon State University Interactive Communications, Portland, OR, 10/13 – 6/2014
Visual Merchandizing Coordinator, Nike • Franklin Retail Solutions, Portland, OR, 2/2014 - 12/2014

Design Team Intern • Rachel Comey, New York, NY, 6/2013 – 9/2013

Key Holder • Nili Lotan, New York, NY, 7/203 - 9/2013 
Freelance Event Producer • Portland, OR, 6/2011 - 6/2013

  RESUME 

© 2018 TAYLER WORRELL

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