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TERRY KELLEY

Creative Director

Creative communications professional

Vibrant and intuitive professional possessing a genuine passion for delivering quality customer experience and satisfaction. Proven expertise designing marketing and communications campaigns that seamlessly blend compelling visuals with audience-driven narratives to drive engagement. Adept in developing teams as well as cultivating highly successful alliances and cross-functional collaborations. Fosters an environment of creativity, motivation, and positivity. Strengths include:

  • Compelling Visual Design and Storytelling
  • Strategic Thinking and Business Acumen
  • Digital Marketing Expertise
  • Brand Identity Development
  • Corporate Brand Evangelism
  • Leadership and Team Building
  • Project Management
  • Customer Experience Excellence
  • Skillful Collaboration

Work experience

Director, Marketing Operations

20182020
WATERS CORPORATION

Directed the development of processes and tools of 70-person global marketing team resulting in improved efficiency. Spearheaded and coordinated new marketing enablement function, leading efforts with skills audits, documentation of a competency model, and development of training programs. Led project management function, overseeing building new tools for tracking project progress, and the creation of innovative dashboards accentuating strategic insights. Often recruited to join strategic cross-functional project teams, actively involved in defining project scope and budgets, RFP development, agency partner recruitment, agency relationship management, and brand strategy. Leveraged strength at cultivating and sustaining positive relationships with colleagues across the company worldwide, proactively engaging, driving decisions to meaningful outcomes, and promoting a culture of mutual success.

Selected achievements:

  • Vital member of Core Team for significant corporate brand refresh at Waters.
  • Effectively led implementation of Allocadia budget management tool for 70-person Waters Global Marketing group, delivering project on time and on budget.
  • Created a world-class translations function resulting in Waters’ first-ever documented global language strategy and enhanced processes.
  • Designed and delivered innovative solutions for long-standing translation review challenges, resulting in significant productivity gains, boosted translation memory, and ultimately higher-quality translations.

Director, Brand and Creative Services

20162018
WATERS CORPORATION

Provided leadership and strategic direction to award-winning creative team. Evolved and evangelized brand elements, including design of visual assets, identity and logo usage guidelines, product naming conventions, and co-branding policies to ensure cohesive brand in all geographies. Ensured adherence to SOPs for developing creative that meets regulatory approval standards for use in clinical and pharmaceuticals marketing efforts.

Selected achievements:

  • Won $500k budget and new headcount approval to form in-house studio providing professional video services.
  • Drove the development and build of studio, resulting in achieving on-time studio opening, under budget.
  • Achieved ROI within first 3 months of operation; completed work valued at $1.8M within first year; video studio continues to provide service valued at more than $2M each year.

Senior Manager, Brand and Creative Services

20132016
WATERS CORPORATION

Expanded team capabilities into superior digital design and user experience, oriented around customer personas and buying journeys. Restructured team to better support focused enhancement of both digital capabilities. 

Selected Achievements:

  • Won approval for $100K branding project design and implementation for flagship facility in Wilmslow, England.
  • Designed compelling proposal and created designs/artwork aligned to concept. Coordinated all facets of on-time and on-budget installation of materials in new flagship facility in Wilmslow, England.
  • Vital member of Core Team engaged to refresh Waters’ aging web site, involved in needs assessment, requirements definition, RFP development, agency selection and engagement, strategic direction related to brand expression. 

Manager, Design and Brand Development

20072013
WATERS CORPORATION

Supervised a then primarily print-based creative team, comprised of designers and print production experts. Engaged highly skilled team in developing templates, articulating brand guidelines, and governance policies. Elevated team’s design work by directing more sophisticated use of typography and photography on a strong conceptual design foundation, resulting in numerous design industry awards. 

Selected achievements:

  • Developed and applied more efficient workflows and file management practices, introduced digital asset management (DAM) system, led team in file naming and archiving best practices.
  • Expanded team capabilities to include facilities (environmental) branding, advertising, events and trade show design, and product branding. Bolstered teams’ skills in digital design for web and email.

Senior Manager, Creative Services

20012007
MILLENNIUM PHARMACEUTICALS, INC

Led a team of graphic designers and presentation specialists focused on elevating Millennium brand. Supported efforts of Global Corporate Affairs team, including investor events; public relations materials; internal communications campaigns and events; corporate communications deliverables in print and digital; and product labeling materials that met stringent regulatory requirements. Collaborated with senior management and Internal Communications team to develop effective storytelling to promote positive experience for employees.

Selected Achievements:

  • Co-led corporate brand refresh as Millennium moved from its research-based biopharmaceutical origins to a fully commercial product company. Partnered with CEO and executive leadership, articulating company vision and mission, provided robust corporate identity system, brand guidelines, and assets.

Creative Director

19992001
TNT VACATIONS

Art Director

19961999
SUNTRUST BANKS

Education

B.F.A. in Graphic Design (Communication Arts)

Rochester Institute of Technology, Rochester, NY

Certificate, Classic French Technique

Cambridge School of Culinary Arts, Cambridge, MA