creative direction + design

PROFESSIONAL SUMMARY

Creative leader with 20+ years of experience developing brand and shopper marketing programs across retail, commerce, and omnichannel environments. Skilled at translating brand strategy into engaging creative that builds brand affinity and drives business results across the path to purchase.

Background includes leading multidisciplinary creative teams and delivering integrated campaigns spanning retail displays, point-of-sale programs, digital retail assets, and in-store brand experiences. Known for collaborating closely with strategy, account, and production teams to translate business objectives into effective shopper-facing creative.

Brands: McDonald’s, PepsiCo, Pernod Ricard, Haleon, Illinois Lottery, Illinois Tourism, Shell, Euronet, Procter & Gamble, Coca-Cola
Categories: QSR, CPG, Beverage & Spirits, Consumer Health, Retail Services, Lottery & Gaming, Tourism

PROFESSIONAL EXPERIENCE

Susan Graan Creative Consulting LLC – Chicago, IL

Creative Director / Designer – Jul 2017 - Present

Independent creative consultant partnering with agencies and brands to develop shopper marketing and retail campaigns across commerce and omnichannel environments.

Agency partners include: VML Commerce, Arc Worldwide, O’Keefe Reinhard & Paul, Shoptology, Blue Chip Marketing, Saatchi & Saatchi X, and Closerlook.

Develop integrated retail campaigns, POS programs, merchandising systems, product launch materials, brand guidelines, and presentation design. Collaborate with strategy, account, and production teams to translate business objectives into effective shopper-facing creative.

Arc Worldwide – Apr - Aug 2024
Client: Pernod Ricard

• Directed shopper marketing campaigns for Pernod Ricard beverage brands, supporting a master brand stakeholder sell-in and approximately $1.3M in agency revenue.
• Oversaw a strategic shopper marketing team to execute seasonal 360° shopper marketing campaigns for five beverage brands.
• Led concept development and design strategy for all on- and off-premise retail activations, including POS displays, signage, experiential marketing, and influencer and distributor engagement in preparation for a masterbrand stakeholder sell-in.

VML Commerce – Jul 2022 - Jan 2024
Client: Haleon

• Developed and implemented innovative promotional campaigns that involved digital and retail experiences, leveraging consumer insights to increase engagement and conversion rates.
• Concepted campaign key visuals for various OTC brands, and executed design of campaign digital assets and masterbrand toolkits.
• Streamlined creative processes by building digital and POS templates to maximize efficiency while maintaining high-quality and high-volume execution deliverables.

O’Keefe Reinhard & Paul – Mar - May 2022
Client: Illinois Office of Tourism “The Middle Of Everything” campaign

• Responsible for leading the design execution of the Illinois Tourism campaign, including digital and out-of-home commuter and airport takeovers, creating high-impact deliverables to engage target audiences.
• Since its 2022 launch, the campaign has driven over $1 billion in visitor spending and 2.4 million additional trips in 2023.
• Managed end-to-end design, from conceptualization to execution of all digital and print assets, ensuring all deliverables met brand standards and campaign objectives.
• Developed comprehensive brand guidelines and toolkits for use by various campaign partners, ensuring consistency across all touchpoints.

Shoptology – Nov 2021 - Mar 2022
Client: PepsiCo, Shell, Euronet & New Business

• Directed a multi-disciplinary creative team to develop high-impact retail and digital marketing solutions, including a theme and design direction for 7-Eleven Vendor Summit.
• Led creative strategy and design oversight for the rebranding of Euronet FinTech and its secondary brand, Ren.
• Developed impactful presentations for PepsiCo collaborative partner workshops on retail trends and various pitches, contributing to an increased yearly scope of work.

O’Keefe Reinhard & Paul – Chicago, IL

CREATIVE DIRECTOR – April 2018 - June 2020
Client: Illinois Lottery

• Assembled and led the first dedicated print production team for OKRP to service the Illinois Lottery client, establishing workflows and brand standards adopted across partner agencies.
• Recruited and managed production designers and external vendor partners.
• Introduced templated tools and workflow systems that improved turnaround time and reduced production costs.
• Designed the Illinois Lottery visual rebrand and developed brand standards adopted across agency partners.
• Produced retailer communication materials used in more than 7,500 locations.

Arc Worldwide / Leo Burnett – Chicago, IL

VP Creative Director – July 2009 - July 2017
Client: McDonald’s

• Led the nationwide rollout of digital menu boards across 14,000 McDonald’s restaurants, contributing to a 3–5% increase in sales
• Co-led a large creative team responsible for national retail marketing initiatives across multiple business units.
• Managed a 28-person creative team delivering integrated campaigns and retail programs.
• Oversaw dozens of concurrent initiatives supporting approximately $14M in annual agency revenue.
• Directed a $1M+ global menu photography shoot, establishing food photography standards for emerging markets.

Creative Director – June 2007 - uly 2009
Client: Procter & Gamble

Associate Creative Director – July 2006 - June 2007
Client: CIBA Vision

Frankel – Chicago, IL

Senior Art Director – June 1996 - July 2006
Client: McDonald’s

CORE SKILLS