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When you work on brands you love, with teams that respect and inspire each other, it never feels like work…

Currently:
Leading a small and nimble team of creatives to create social and video content for TJMaxx and Marshalls on the brand and digital team at Edelman in NYC as CD. Our team is responsible for ideating and executing fun and engaging brand produced content as well as influencer content for the brand’s social channels. Every shoot is different as we’re always learning new ways to be more efficient and optimize capturing content, which makes the days on this account super fun! Bonus: The joy on their faces when my 7 year old nephew and 5 year old niece ask what I do for a living, the topline answer is, I get to say “I make a lot of Tik Toks!”

Recently:
Senior Lead Brand Creative on the Global Marketing Communications team at Mattel for Barbie and doll brands. My main responsibilities included: Video content for broadcast and digital for product advertising and a sprinkle of brand messaging specific content like music videos, purpose driven content and mom targeted digital advertising. I was also part of our social team where I concept and design for our main social channel @barbie. Sometimes other rad projects will come up where I will lead larger brand initiatives and campaigns such as Barbie’s 60th anniversary and campaigns such as Dads who play Barbie, You can be anything as well as creating rad in person experiences such as the Barbie expo in Canada, You can be anything exhibit for the Bentonville Film Festival and Barbie #BornExtra - a collab with a NY fashion brand. Seeing work my team and I have created in other countries and languages where we inspire little people and their imagination make it all worth it. I also led creative for new brand launches and pitches for new partners and licenses such as Spirit the horse, Trolls and Hello Kitty. So, the fun never stopped on this team and always kept me on my toes!

From the Dreamhouse to the Toybox, my work on the Barbie and dolls team led me to the opportunity of helping to bring back Toys R Us in the U.S as a CD on the Global Marketing team. During my short time there I lead a small team to create ongoing social content on their IG channel to bring awareness of the brand coming back, launched the brand presence on Tik Tok, revamped the iconic and historically printed Hot Toy List and brought it to life in the digital space with social and video assets for ecomm, worked with the team at Macy’s to launch small shop in shops in their stores, and my favorite project: bringing on the talented team at Beta Petrol to remix the Toys R Us brand song to a modern and fresh sound that was shared with our stores globally. Not bad for not being there so long!

Past Life / Fun facts:
My mom came to my first job interview at Chili’s when I was 15 and I got the job. I went home smelling like french fries after every shift for the next 2 years.

After that, I worked at a Skate Park that was built for the ESPN X-Trials in Grand Prairie. I went home smelling like copious amounts of people’s sweat and Lysol for the next few years. At the same time, I would also help out the marketing department by designing monthly newsletters and skate/bmx competition flyers for the park, all with Word, Scotch Tape, Scissors and the copier machine.

Then I went to work for ESPN X-Games Skate Park in Grapevine where I was a retail buyer for the park for a year. I also designed competition flyers for that park as well as P.O.P. for the shop. I didn’t smell like sweat anymore because this park was nice and had a washer and dryer so we could wash the pads after every session.

During my time at design school, I folded a lot of t-shirts at Urban Outfitters specifically for the men’s department where I was a team lead and at the same time listened to a lot of good music and a lot of bad music. I even have a Gold Folding Board because I was damn good at folding overpriced pieces of basic torso wear. Being a team lead was awesome. We got to help out the visual merchandising teams with floor set every quarter. There was a week where I had to rip off wallpaper off a giant wall with a spray bottle full of water and a razor blade — but I didn’t have to fold t-shirts that week so I was happy.

My first Design Job was designing packaging for consumer product goods. I’ve created private label style guides and packaging for lots of random things at this job, Christmas Lights, Airblown Inflatables, Dancing Monkeys, Plastic Toy Sticks, etc. I also learned to design specifically for large retailers such as Kmart, The Home Depot and Target as well as Licensed brands like Peanuts, Disney and Hello Kitty. I got my first cardboard cut at this job, it’s like a paper cut but with cardboard. I still have scars on my arms from this place.

Somewhere in between, I was an art director for a wedding magazine and hated it. So I left and went back to packaging because that job was awesome. It allowed me to create packaging programs and gave me art direction experience for consumer product photoshoots for global retailers which led me to a retail marketing agency where I got to create things for 7-Eleven and all the brands underneath it. Bringing the Slurpee, Big Gulp, and Coffee brands to a more modern and fresh design space was challenging but very rewarding as these are brands I grew up with! 7-Eleven invented the convenience store industry and is the largest convenience retailer in the world. I started to realize that working and designing for global brands was super rad.

Other things I like are Pugs, coffee, reading fashion magazines, meeting and collaborating with new designers and eating fried chicken. I also really like the beach, even though I can’t swim.

Thanks for making it this far. Let’s live it up and make some awesome work together!
Love, Yen