THE RESUME OF
Maddy Hague
Patent and award-winning creative leader, art director, and designer with over 17 years’ experience and a reputation for talent development and process building. Agile, strategic thinker who leverages broad work experience and balances aesthetics with data to drive results. Outstanding time management and efficiency skills. Outgoing, trustworthy, and collaborative, with a focus on building and maintaining excellent client and peer relationships. Direct but empathetic, with proven leadership scores that exceed company averages by 14-17 points on key metrics.
August 2022 — Present
- Lead Print and Performance (Social, SMS, App, and Display) teams of 12, including designers, copywriters, video editors, and people leaders
- Implemented the new Paid Social team and established data-driven Best Practices to increase ROAS on channel ads up to 10x in 4 months
- Researched, onboarded, and oversaw vendors and agencies that support the Paid Social channel
- Developed new Direct Mail process for quick-to-market creative that reduced time in creative hands by 66%.
- Oversaw cross-channel integrated campaigns that touched Site, E-mail, Direct Mail, and Paid Social Media
- Developed, mentored, and provided creative oversight to four direct reports
- Oversaw designers working on Direct Mail pieces to ensure consistency in work
- Re-envisioned process for larger scaled Direct Mail projects in partnership with Creative Operations to give more focus to creative outcomes and requested feedback in each round
- Managed cross-channel integrated campaign teams for key business moments, including Grad 2022 and Grad 2023
- Managed, designed, and art directed Shutterfly's 2021 and 2022 Holiday Catalog, a $30M+ revenue driver for Q4 business
- Built collaborative relationships with key partners across the organization to ensure all business objectives were met in creative
- Worked with clients on branding, web, social, display, print, art direction, and surface design needs
- Past clients include: Target, Garven, Minted, Greenvelope, Zazzle, Jasper+Black
- Established and built the Paid Social channel as lead designer, supporting other digital channels like site and e-mail as needed
- Leveraged testing and competitive research to push creative and deliver a +26% engagement rate year-over-year while decreasing CPQUV by 12%
- Improved shareholder outlook by leading the design of the first ever Corporate Responsibility & Sustainability Report, moving Social and Environmental disclosure rankings from high risk to low risk
- Served as primary designer for high visibility projects, including the branding the company's community relations program, the Pride campaign, and the company's bed-in-a-box brand
- Developed and mentored junior talent
- Oversaw the design and direction of Best Buy's Mobile Buyer's Guide, pitched new creative content to key partners, and managed a team of production artists
- Overhauled the design system of automated transactional emails to fit newly launched Best Buy branding
- Designed creative for Best Buy's online weekly ad and several high profile display ad campaigns
- Awarded AIGA Minnesota Design Award and HOW InHOWse Design Award for the 2010 Club Wedd Registry refresh
- Awarded a patent for my 2011 gift card design, featuring a handheld "whack-a-mole" game
- Designed several celebrity partnership brands and their packaging systems
- Lead all art direction and design for the company's seasonal packaging program, overseeing supporting production designers
- Designed and art directed marketing materials across store departments, including signage, catalogs, packaging, and other collateral
experience
GENERAL
Graphic Design; Art Direction; Branding; Graphic and Concept Illustration; Pattern, Surface,
and Product Design; UX Design/UI Design; Photo Styling; Photography
TECHNICAL
Adobe Creative Suite (Illustrator, Photoshop, InDesign, After Effects); Sketch App; Figma; Microsoft Office; HTML, CSS, and basic PHP; Workfront (and other similar project management platforms)
PROFESSIONAL
Mentoring and Development; Presentation; Time Management; Project Management; Organization; Multi-Tasking; Process Development
CHANNEL EXPERIENCE
Social Media; Web; Display; Packaging; Catalog/Direct Mail; In-Store Marketing/Signage; E-Mail
SKILLS
BFA, Graphic Design
Rhode Island School of Design
Providence, Rhode Island, 2006
EDUCATION
EDUCATION
BFA, Graphic Design
Rhode Island School of Design
Providence, Rhode Island, 2006
GENERAL
Graphic Design; Art Direction; Branding; Graphic and Concept Illustration; Pattern, Surface,
and Product Design; UX Design/UI Design; Photo Styling; Photography
TECHNICAL
Adobe Creative Suite (Illustrator, Photoshop, InDesign, After Effects); Sketch App; Figma; Microsoft Office; HTML, CSS, and basic PHP; Workfront (and other similar project management platforms)
PROFESSIONAL
Mentoring and Development; Presentation; Time Management; Project Management; Organization; Multi-Tasking; Process Development
CHANNEL EXPERIENCE
Social Media; Web; Display; Packaging; Catalog/Direct Mail; In-Store Marketing/Signage; E-Mail
SKILLS
August 2022 — Present
- Lead Print and Performance teams of 12, including designers, copywriters, video editors, and people leaders
- Implemented the new Paid Social team and established data-driven Best Practices to increase ROAS on channel ads up to 10x in 4 months
- Researched, onboarded, and oversaw vendors and agencies that support the Paid Social channel
- Developed new Direct Mail process for quick-to-market creative that reduced time in creative hands by 66%.
- Oversaw cross-channel integrated campaigns that touched Site, E-mail, Direct Mail, and Paid Social Media
Associate Creative Director, Shutterfly
January 2021 — August 2022
- Developed, mentored, and provided creative oversight to four direct reports
- Oversaw designers working on Direct Mail pieces to ensure consistency in work
- Re-envisioned process for larger scaled Direct Mail projects in partnership with Creative Operations to give more focus to creative outcomes and requested feedback in each round
- Managed cross-channel integrated campaign teams for key business moments, including Grad 2022 and Grad 2023
- Managed, designed, and art directed Shutterfly's 2021 and 2022 Holiday Catalog, a key revenue driver for Q4 business
- Built collaborative relationships with key partners across the organization to ensure all business objectives were met in creative
Freelance Graphic Designer & Creative Director
June 2006 — Present
- Worked with clients on branding, web, social, display, print, art direction, and surface design needs
- Past clients include: Target, Garven, Minted, Greenvelope, Zazzle, Jasper+Black
Principal Designer, Sleep Number
November 2015 — June 2020
- Established and built the Paid Social channel as lead designer
- Leveraged testing and competitive research to push creative and deliver a +26% engagement rate year-over-year while decreasing CPQUV by 12%
- Improved shareholder outlook by leading the design of the first ever Corporate Responsibility & Sustainability Report, moving Social and Environmental disclosure rankings from high risk to low risk
- Served as primary designer for high visibility projects, including the branding the company's community relations program, the Pride campaign, and the company's bed-in-a-box brand
Contract Senior Designer, Wunderman Minneapolis
October 2014 — November 2015
- Oversaw the design and direction of Best Buy's Mobile Buyer's Guide, pitched new creative content to key partners, and managed a team of production artists
- Overhauled the design system of automated transactional emails to fit newly launched Best Buy branding
- Designed creative for Best Buy's online weekly ad and several high profile display ad campaigns
Art Director, Target Corporation
June 2006 — June 2012
- Awarded AIGA Minnesota Design Award and HOW InHOWse Design Award for the 2010 Club Wedd Registry refresh
- Awarded a patent for my 2011 gift card design, featuring a handheld "whack-a-mole" game
- Lead all art direction and design for the company's seasonal packaging program, overseeing supporting production designers
- Designed and art directed marketing materials across store departments, including signage, catalogs, packaging, and other collateral