PROFESSIONAL EXPERIENCE

The Complete Camping App

Creator, Product Designer & Developer
Brookfield, IL | 2025 to Present

Independently conceived, designed, developed and marketed an iOS product that helps campers discover parks, plan trips, organize gear, monitor weather and manage trip details.

• Defined the product vision, feature roadmap, information architecture and user flows

• Designed the complete UX/UI system, including park discovery, trip planning, gear management, weather and profile features

• Developed the brand identity, visual system, content strategy and product marketing

• Used AI-supported design and development tools to accelerate prototyping, troubleshoot technical issues and improve functionality

• Managed feature prioritization, testing, quality assurance and launch preparation

• Balanced user needs, technical constraints and business goals throughout the product lifecycle
  
  This is my baby! If you enjoy camping, please check it out.

INDEPENDENT CREATIVE DIRECTOR & CONSULTANT

Chicago, IL | January 2024 to Present

Provide creative leadership, strategic consulting and hands-on design for select brand, digital product, e-commerce and integrated marketing engagements.

• Partner with marketing leaders and business owners to clarify positioning, customer needs and creative priorities

• Lead projects across brand strategy, UX/UI, digital products, e-commerce, content and integrated campaigns

• Develop creative concepts, visual systems, user flows and campaign materials from initial strategy through final execution

• Use AI-supported tools to explore concepts, improve workflows and accelerate creative development

• Manage client communication, project timelines, vendors and production partners

• Balance strategic direction with hands-on design, art direction and creative review

Selected Consultation: Mario Tricoci

Produced a complete UX and visual design overhaul of the Mario Tricoci website. Developed a clearer user experience that gave the brand’s in-studio MedSpa greater visibility alongside its salon services. Used AI-supported tools to explore and refine a modern digital experience that better reflected Mario Tricoci’s position as a Chicago luxury brand and guided users more naturally toward booking.

ALMA LASERS

Creative Director
Chicago, IL | October 2022 to January 2024

Built and led the creative function for a growing B2B medical device manufacturer.

• Established department processes, project workflows and creative standards from the ground up

• Led cross-platform campaigns across digital, content, sales enablement, events, photography, video and print

• Mentored and developed creative talent while building a collaborative and accountable team culture

• Directed photography and video production that strengthened product storytelling and customer engagement

• Introduced weekly data-informed collateral reviews to evaluate effectiveness and improve future work

• Partnered with marketing, sales, product and executive leadership to strengthen brand consistency

• Created scalable processes that allowed the department to manage a growing volume of work more efficiently

INDEPENDENT CREATIVE DIRECTOR & CONSULTANT

Austin, TX | 2019 to 2022

Led creative strategy and execution for major consumer brands, including Procter & Gamble’s Zevo and Crest businesses and Palm Beach Tan.

• Led multichannel creative development for Procter & Gamble’s Zevo brand

• Edited campaign video for Crest Whitening Emulsions that received a Stevie Award

• Led campaign creative for Palm Beach Tan that received an ADDY Award

• Developed concepts and directed work across brand, digital, video, social media and integrated marketing

• Partnered with strategy, account, production and client teams from initial concept through final execution

• Balanced senior-level creative direction with hands-on concept development, art direction, editing and problem-solving

CLAIRE’S & ICING STORES

Global Creative Director
Chicago, IL | April 2017 to March 2019

Led global creative development for two international fashion and accessories brands.

• Managed and developed a 22-person multidisciplinary team across Chicago and Birmingham, UK

• Oversaw creative across e-commerce, UX/UI, social media, digital campaigns, photography, video, packaging, retail signage and print

• Increased digital engagement by 150% through stronger content strategy and execution

• Created scalable creative processes that improved communication and reduced project turnaround time

• Partnered with marketing, merchandising, e-commerce and regional teams to maintain brand consistency across markets

• Mentored creative professionals at different career levels and strengthened collaboration between U.S. and U.K. teams

MEDIA MADE GREAT

Associate Creative Director
Chicago, IL | September 2015 to June 2019

Directed creative work for clients including Time Warner Cable, Marriott Hotels, PayNet, Sears and Kmart.

• Led a seven-person multidisciplinary creative team

• Directed content, UX/UI, digital advertising and integrated campaign development

• Developed successful pitch concepts and presentations through research, discovery and strategic intake

• Partnered with clients, account leaders and production teams from concept through delivery

• Improved project workflows and reduced unnecessary production delays

• Balanced client goals, user needs and production requirements across multiple simultaneous accounts

TEACHING EXPERIENCE

Columbia College Chicago

Adjunct Professor, Digital Image Design
Chicago, IL | September 2015 to June 2019

Taught evening courses while working in creative leadership roles.

• Taught first-year students digital image design, Adobe Creative Suite, HTML and CSS

• Provided individual critique, technical instruction and professional mentoring

• Helped students strengthen concept development, visual communication and production skills

• Created an inclusive classroom environment that supported students with varied skill levels and learning styles

• Stayed current with emerging technologies, digital tools and design practices

SELECTED EARLIER CONSULTING AND LEADERSHIP EXPERIENCE

UNITED AIRLINES

Creative Consultant

Designed a more efficient workflow for the company’s in-house food photography process, improving production planning, consistency and collaboration.

KENDRA SCOTT

UX Consultant

Evaluated and improved the e-commerce checkout experience. Designed concepts for product personalization and wishlist functionality.

WALGREENS.COM

Associate Creative Director

• Led UX/UI architecture, messaging and digital strategy across Walgreens’ online properties

• Led concept development through launch for Walgreens’ buy-online, curbside-pickup experience

• Helped increase customer adoption of the service by 200%

PFIZER

Senior Art Director

Directed integrated creative across digital, print and photography while maintaining brand consistency and meeting the requirements of a regulated healthcare environment.

MARKETING SUPPORT, INC.

Director of Interactive Services

Managed digital strategy and production for the Dalai Lama’s appearance at the University of Wisconsin. Developed interactive audience participation and social media components that expanded engagement beyond the live event.

EDUCATION

SCHOOL OF VISUAL ARTS

New York, NY
Bachelor of Fine Arts, Photography

CORE SKILLS

Creative Leadership

Creative Direction, Team Leadership, Coaching and Mentoring, Talent Development, Creative Operations, Stakeholder Management, Cross-Functional Collaboration, Vendor Management

Brand and Marketing

Brand Strategy, Integrated Campaigns, Omnichannel Marketing, B2B Marketing, B2C Marketing, E-commerce, Social Content, Corporate Identity, Content Strategy

Digital Product and Experience

Product Strategy, UX/UI Design, Information Architecture, User Flows, Prototyping, UX Research, Accessibility, Section 508 Compliance, Agile Workflows, Quality Assurance

AI and Emerging Tools

Generative AI, AI-Supported Creative Development, AI-Assisted Product Development, Rapid Prototyping, Concept Exploration, Workflow Optimization

Creative Production

Art Direction, Concept Development, Photography, Videography, Video Production, Video Editing, Packaging, Print, Copywriting, Photoshoot Direction, On-Set Art Direction

Tools

Figma, Adobe Photoshop, Illustrator, InDesign, Premiere Pro and After Effects

Language

English: Native Fluency
Spanish, French, Thai, Japanese: Polite Verbal

AWARDS

AMERICAN BUSINESS AWARDS, STEVIE AWARD

Procter & Gamble, Crest Whitening Emulsions Social Media Campaign

Video editing for an award-winning social media campaign.
Agency: MMI, Houston

AMERICAN ADVERTISING FEDERATION, GOLD ADDY

Palm Beach Tan, U.S. Virgin Islands Campaign

Art direction, wardrobe, hair and makeup direction, prop design and on-set styling.
Agency: Archer Malmo, Memphis

AMERICAN ADVERTISING FEDERATION, SILVER ADDY

Southland Casino Resort, “Now Open” Campaign

Creative concept, storyboards, on-set art direction and integrated campaign development.
Agency: Archer Malmo, Memphis

INTERESTS

Camping, vintage camper restoration, classic boats, music, photography, filmmaking, illustration and painting

LINKS

Portfolio: alanawaters.com
LinkedIn: linkedin.com/in/awp