Experience (Copy)

stephen c webster | cell 214 457 7541 | Stephen.webster53@gmail.com

MARY KAY INC. IS A 3.5 BILLION DOLLAR MULTINATIONAL BEAUTY BRAND WITH BUSINESSES IN 38 COUNTRIES, A GLOBAL SALES FOrCE OF 3+ MILLION WOMEN, with MORE THaN 1 THOUSAND global SKUS.

My mission has been to evolve mary kay's global brand image by creating a brand experience that is modern yet approachable, sophisticated yet youthful, and cohesive yet regionally relevant.

2014 - Present

vice president of global brand & design

I lead a full-service global creative agency with a staff of 60 creatives, responsible for setting the vision and producing all global assets for the Mary Kay brand. My role touches each phase of 'creation' — starting with strategic concept work and ending with finished products and omni-channel creative assets. All assets are delivered within a campaign-styled global toolkit and digitally uploaded to all 38 markets. 

The channels of business I am responsible for are listed below...

• Global Brand I.D. & Brand Style Guides.

• Global Messaging Strategy.

• Packaging Design Strategy & Design.

• Omni-Channel Product Launch Toolkits such as...

  • Advertising: Outdoor, Web, and Print.

  • Model & Hero Product Photography.

  • Consumer Messaging & IBC Content.

  • E-commerce & Social Media.

• The Look Book: Quarterly Global Consumer Catalogs.

• Video: Broadcast, Product Promos, and How-Tos.

• Digital: E-Commerce, UX/UI, Digital Apps.

• Global Brand Campaigns.

• Market Openings: Marketing, Offices & Storefronts.

• Business Operations: Approx. $16MM Annually.

• 2 Enterprise-Wide Systems: D.A.M. & A.M.S.

PRODUCT DEVELOPMENT: Years of experience launching skincare and color lines for every life-stage, creating fragrances, and marketing nail, hand, body and nutritional lines.

REBRANDING EXPERTISE: Led 2 enterprise-wide rebranding initiatives over the last 12 years involving every touchpoint.

CREATIVE 'AGENCY OF RECORD' for region specific initiatives and projects such as...

• Asia Pacific: Skin Care Package Design & Marketing.

• Latin America: 50 Fragrances Initiative & AtPlay Color.

• North America: Facebook Digital Parties & V.M.O. App.

2008-2014

design director of global brand vision

Promoted in 2008, with the mission to build Mary Kay's first global creative team and execute an enterprise-wide brand overhaul.  I started with a staff of 25 and grew our team and channels of business into the department I lead today. A few key achievements during this time are listed below...

• Design Directed and Delivered first Global Brand ID.

• Rebranded MK's Color and Skincare lines.

• Created 'New Face of Beauty' rebrand campaign.

• 50th Anniversary: Produced company-wide launch.

• Design Directed China's first 3-Year Brand Campaign.

• Launched India: First new market opened in 10 years.

2003-2008

group creative director

Managed a team of 15 CDs, Sr. ADs, Packaging ADs, Video Producers, and Writers. This team produced all U.S. creative— from packaging & collateral, to websites, live-events, & videos. Some key achievements during this time are listed below...

• The Lookbook: Rebranded and updated MK's most profitable selling tool. Annual print run over 40mm.

• MicroDermabrasion Launch: most profitable single product launch in company history [at the time].

• CMA Awards: Directed MK's first national TV sponsorship.

1997-2003

senior art director &  creative director

• Led and produced projects in all categories of the industry.

• Managed small design teams that grew larger over time.

• Developed a keen understanding of direct sales.

• Focused on elevating the quality of the photography and design.

• The Lookbook: Improved quality of photography.

• Private Spa Line: Relaunched updated spa line.

• Men's Skincare: Designed and Launched new line.

• Men's Fragrance: Designed and Launched new fragrance.

• Live-Event Production: Designed Event Logos, Stage Designs, Expo Booths, and Event Signages.

1994-1997

creative director: Cardinal publishing

• Modernized a group of fashion eyewear magazines.

• Managed a team of 2 AD's and 3 production artists.

• Led complete editorial overhaul on all 4 magazines.

• Conceived and created a new magazine — Frame Buyer.

1990-1994

art director: spin magazine

• Increased readership by leading a rebrand of SPIN while maintaining the raw energy of the alternative music scene.

• Improved quality through rebuilding creative staff.

• Elevated photography & design standards.

• Grunge: Helped usher in the Seattle music movement.

• Most famous cover story: Family Values featuring rock-royalty Cobain family with first-time-seen baby Francis.

• SPIN fashion: Created new alternative-edged fashion section.

• Best selling cover: Perry Farrell's Lollapalooza.

• Oddest collection of musicians & celebs: Fashion for Peace photoshoot created to protest the Gulf War.

• 4 years at SPIN provided 'unique' creative opportunities and countless interesting cocktail party stories.