CooperSurgical Case Study
As Creative Director, I led multidisciplinary design teams across the U.S. and U.K., overseeing brand systems, integrated campaigns, and marketing creative across fertility, medical device, donor gametes, and stem cell business units.
Campaigns
Directed creative development for integrated campaigns supporting product launches, brand initiatives, and ongoing marketing programs. Work spanned digital advertising, web, paid media, social, email, and marketing collateral, translating strategic messaging into cohesive multi-channel campaign ecosystems designed to engage both consumers and healthcare professionals.
Brand Systems
Led the development and governance of global brand systems to ensure consistency across marketing channels and business units. This included establishing design standards, iconography libraries, typography systems, and scalable templates used across digital, print, and sales materials. These systems enabled distributed marketing teams to create on-brand assets efficiently while maintaining visual cohesion across multiple product lines and campaigns.
Sales & Field Marketing
Oversaw creative supporting global sales teams and healthcare field marketing initiatives. This included sales enablement materials, conference and trade show environments, and marketing assets designed for clinical and healthcare professional audiences. The work balanced strong brand expression with regulatory considerations and the practical needs of sales teams operating in clinical and conference settings.
Content + Production
Directed visual storytelling across brand photography, video, and marketing content production. Responsibilities included concept development, art direction, and oversight of product and lifestyle photo shoots, ensuring imagery aligned with brand standards.
Client — CooperSurgical
Role — Creative Direction
Internal Creative Team — CooperSurgical, 2021-2025