Led the Western channel’s creative efforts, overseeing photography, campaigns, and events in support of seasonal product launches. Conceptualized and executed large-scale, multichannel campaigns across digital, retail, and social platforms, ensuring alignment with brand and marketing strategy. Developed and maintained a creative brand book to ensure consistency across designers. Supported the onboarding of a 10-person team and mentored a summer intern, while providing creative direction and design support to fellow designers with a focus on problem-solving and concept development. Designed custom neon signage featured in Ariat brand shops and event venues, reinforcing brand identity.