if you love what you do, the rest is easy

E M P L O Y E R   H I S T O R Y

MAYO CLINIC
2021 – PRESENT 

LATCHA & ASSOCIATES
2001 – 2021

J. WALTER THOMPSON
1997 – 2000

___________________________

C A R E E R   H I G H L I G H T S

Creative Director – Mayo Clinic Laboratories and Mayo Clinic Collaborative Services
Mayo Clinic
2021-Present

  • Upon joining MCL, I inherited a newly developed brand identity that was ready for implementation. I immediately stepped into the role of translating that identity into real-world application—assessing how existing materials needed to evolve to reflect the new guidelines. The rollout began with a strategic review of our 12 distinct medical testing segments, ensuring each had cohesive, on-brand communications and a consistent expression of the refreshed identity across every touchpoint.

  • I champion brand consistency across a wide range of platforms—web, collateral, social, video, photoshoots, and more—ensuring every execution aligns with both strategy and brand intent. I lead a talented creative team and collaborate closely with cross-functional partners to deliver work that is both insightful and impactful. I prioritize a collaborative environment where bold ideas are encouraged and delivered with precision.

  • Currently, I’m driving several key initiatives aimed at elevating executional quality and deepening brand impact. In the thought leadership space, I’m leading the development of live webinars, patient specimen collection videos, and a new annual video series titled Disease and Diagnosis. Simultaneously, I’m overseeing a large-scale modernization of our specimen collection and logistics platform—an effort that includes updated supply photography, redesigned collection kits, enhanced client and courier education, a reimagined packaging experience, and new transportation wraps. Each component is designed to improve usability, elevate design quality, and ensure cohesive brand alignment across every step of the customer journey.

 

Director of Strategic Design/Creative Director
Latcha and Associates

  • I led a team of 10 talented art directors and copywriters, serving as both mentor and creative lead while championing cross-disciplinary collaboration to deliver impactful brand experiences. I actively inspired and motivated teams to develop innovative, customer-centric solutions that supported business growth and brand relevance.

  • With an eye for detail, I guided the development of bold, strategically aligned creative across channels. I coached direct reports on setting and reaching professional goals, while identifying opportunities for growth through training and development.

  • I helped built strong relationships across all levels of management, internal teams, and clients — ensuring alignment, trust, and shared vision. My work with Ford and Lincoln focused on creating persuasive communication that would emotionally resonant, human-centered brand experiences that delivered the right message to the right audience at the right time.

  • Fueled by curiosity and self-motivation, I thrived in fast-paced environments — managing multiple clients and projects without compromising craft or clarity. I also played a key role in agency growth, contributing to new business wins with Lincoln/Mercury, Audi Parts & Service, and Vera Bradley by bringing forward strategic creative thinking and polished pitch execution.

Highlights

  • Led the rebranding campaign for Vera Bradley, designed to reconnect the brand with modern consumers through authentic, emotional, lifestyle-driven storytelling. The campaign captured authentic moments with natural talent engaging in everyday, joyful activities, always with their favorite Vera Bradley bag in hand.

    The creative direction aimed to reflect individuality and relatability, resonating with consumers who responded with comments like, “Vera can be part of whatever my lifestyle is,” and “These ads spoke to my soul.”

    The campaign extended across national magazines, OLA, CRM, social media, in-store displays, and more.

  • The brand was refreshed to life in every touchpoint. Working in a fast-paced retail environment required quick thinking, adaptability, and a sharp creative instinct to keep messaging timely and aligned.

  • When Lincoln relaunched the MKZ, it also returned to its original name, The Lincoln Motor Company, a strategic move aimed at reconnecting with its 90+ year heritage while appealing to a younger audience unfamiliar with the brand’s legacy.

    To bridge the past and present, I conceptualized an interactive smartphone app to accompany the printed brochure. By hovering a phone over a vehicle image, users triggered a digital animation that revealed a historic Lincoln ad matching the modern photo. Swiping left or right allowed them to toggle between the current MKZ and its vintage counterpart it creating a meaningful, tactile way for users to experience the brand’s evolution.

    This immersive experience deepened customer engagement with both the vehicle and the Lincoln story:

    • 60% increase in favorable impression of Lincoln

    • 67% increase in interest in the MKZ

    • 85% of users found the app engaging

    The campaign earned several industry awards, including a Davey Award, and demonstrated how interactive storytelling could shift perception and spark interest with a digitally native audience.

  • Integral involvement in the launch of a Lincoln Brand app for smartphones. Produced comprehensive product information, lifestyle content, and demonstration videos to create an interactive experience. Having product information in the palm of the consumer’s hand was a completely new touch-point for Lincoln.

  • Sole creative for all Lincoln brochures. Conceptualizing, designing and executing photography concepts. Completing an average of seven vehicle brochures annually, managing and mentoring eight creative team members working on the Ford business.

 

Certified Group Fitness Instructor
Independent personal trainer
2019-Present

In 2019, I took my personal passion for working with people and health and fitness to the next level. I attended certification courses to learn how to help others live healthy and happier lives. In May of 2021, I achieved my Personal Training Certification through the National Academy of Sports Medicine. Each week, I engage with clients and cater fitness routines to meet their desired goals.

Current certifications and specialty training:

  • Certified Personal Trainer through National Academy of Sports Medicine
  • Certified Group Fitness Instructor, Corrective Exercise and Active Aging Nutrition through SCW
  • Barre Certification through Barre Above
  • BOSU Certification and HydroBall training through BOSU U
  • LaBlast Certification through LaBlast
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