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Creative Strategy Work

Over the years, I’ve found that my design skills thrive most when paired with strategic thinking, systems building, and people-focused collaboration. Whether creating scalable processes, mentoring emerging creatives, or stepping into high-pressure moments with grounded leadership—I lead with empathy, clarity, and creative strategy.

Project Strategy & Systems Thinking

Turning Chaos into Clarity

DAM System Rollout

Challenge: Onboard 40+ sales reps (external and internal) to a new asset management platform.

My Role:

Led platform training sessions
Created decks and how-to materials
Along with department leadership, crafted structure of tag system and organization of 100+ assets
Synthesized complex tools for mixed tech skill levels
Impact: Increased usability and trust. Follow up trainings requested.

“So much easier to use. Gabi’s intro walkthrough was super helpful. Saves time to get marketing materials to clients quickly. More trainings requested!”

— Area Sales Representative

Trade Show Workflow Advocacy

Challenge: A hectic, multi-departmental trade show booth with inconsistent communication.

My Role:

Initiated internal systems (checklists, booth kits, templates)
Partnered with engineers, vendors, bartenders to fill gaps
Documented process breakdowns and proposed solutions

Impact: Became go-to support across multiple teams.

Before vs. After

Before? Chaos.

Marketing supplies lost/damaged among several Confusion and last minute chaos when questions, logistical snafus happen when Marketers step away from booth
Organization and finding supplies takes awhile and duplicate supplies ordered
Many last-minute Instacart orders for necessary items to operate trade booth, including beverages, snacks, tools, and supplies.

After? Proposed & Implemented Improvements.

Developed itemized inventory system tracker for supply storage.
Presence coordination between Marketers, who hold specialized knowledge of booth. Encouraged sharing of knowledge to other employees present at booth.
Marketing materials and booth supplies organized, money saved from getting bulk supplies in advanced and storing them in new storage crate.
Initiated emergency supply kit for both Marketing and Engineering, sourcing recommendations from several departments and advice from past trade show attendees, saving time and money.

Hydro Kit Campaign

Challenge: Launch a new water tower product swag/branding kit in a legacy beer-focused brand.

My Role:

Built campaign logistics (vendors, fulfillment, shipping)
Designed branded materials and created recap deck
Coordinated shipping of 200 hand-packaged kits to 100 different address across 4 regional sales offices and their contacts
Created a Sales Reference Checklist which outlined kit contents, special instructions to enable smooth presentation of kit to their accounts, and tips and tricks on using the Hydro ROI calculator.

Impact: Increased usability and trust. Kits enabled external Sales Reps to initiate conversations with existing contacts, including Foodservice houses and designer/specifiers. Positive ROI noted in follow-up sales meetings and internal surveys.

Creative Mentorship and Training

Design is Communication - Mentorship is, too.

Teaching Digital & Traditional Art

Taught weeklong intensives to middle school students
Taught flower-building and community connection workshop as a part of a solo exhibition as a resident artist at an art incubator
Taught, designed, and edited Skillshare class on drawing self portraits for beginner skill level, with a focus on confidence and ease
Focused on tools, critique, and confidence building

Community Leadership

Former Community Manager, African American Graphic Designers (collective of Black designers)
Provided mentorship, led digital events, shared resources for underrepresented creatives
Bringing clarity to the unspoken aspects of modern design careers, from the lens of a Black female designer