Sheana Firth

Marketing, Branding, Communications & Design

Intuitive & Inquisitive

Unconventional Visionary

Macro to Micro Thinker

Vero Beach, FL

Professional Summary

Ideating and developing world-class creative ideas and executing them with creativity, effectiveness and strategic principles in mind is my forte. Throughout my career, I have had the opportunity to lead efforts, either with a team or as an individual consultant, to experiment, develop and bring top-notch, forward-thinking and creative solutions to life and drive business growth and customer acquisition through a multitude of media channels. I believe that achieving exceptional brand awareness, measurable marketing communication initiatives, effective advertising campaigns, cohesive and informational internal communications and intuitive user experience is most successful when logic marries with creativity, strategy with innovation and process with spontaneity. In my opinion, that’s when magic happens.

I have served as Marketing Manager, Creative Director, Marketing Director and Media / Communications Strategist to strategically brand and position companies large and small in a multitude of fields. I have executed ideation and development on many aspects of design and marketing including branding and identity, messaging, mobile applications, press and digital media initiatives, multi-media campaigns and strategies that leveraged print, web and social media outlets. I have lead the launch of numerous products and services, created award winning marketing strategies and launch plans, and increased recognition and sales for dozens of companies. I enjoy steering creative choices in a way that is true to each company’s values and continued success utilizing thorough analysis, careful success measurement, goal tracking, and top-notch creative marketing and advertising solutions that effectively and accurately communicate even the most complex ideas in a visually appealing polished way.

Work Experience

Marketing Director

Islamorada Beverages

2021-Present

Responsible and accountable for the planning, execution, and delivery of comprehensive brand strategies to enhance consumer awareness, support sales teams, and drive revenue growth. Ownership and execution of all brand/identity assets, design, marketing, packaging, and trend identification. Some highlights include:

Identity Asset Management and Adherence: Defined brand standards, implemented asset repositories and usage guidelines, led creation of and training for branded platforms, oversaw all internal and external-facing material development and deployment, and managed intellectual property.
Brand Cohesion for Spirits Line: Recognized the lack of cohesion in the Spirits product line. Led the development, design, manufacturing, and delivery of a new proprietary bottle design, which aligned better with the brand identity, reduced material costs, and resulted in increased product placement and sales.
Educational Partnership: Partnered with the FAU School of Marketing to sponsor a class, engaging students to leverage their insights and experiences. This initiative provided valuable perspectives on targeting their generation as a new market segment, enhancing our marketing strategies and providing initiatives of interest.
Co-branded Product Launch: Designed and launched a new co-branded 16oz can with Florida Atlantic University. Collaborated closely with their marketing, athletic, and communications departments to secure nationwide press coverage and advertising placements, boosting brand visibility and engagement.

Chief Brand Officer / Marketing Director

Mental Health Association in Indian River County

2019-2021

Applied empathy and human-centric framing to strategize a new Brand Identity and Strategic Marketing Plan. Utilized the non-linear process of “Design Thinking” to inform the creation of Marketing Materials, Core Messaging, and Brand Identity.

Strategized, created and produced a full rebrand including designing the new website, new printed materials such as brochures, fliers, annual reports, newsletters, and all other internal and external materials.
Developed, designed and executed new campaigns utilizing e-blasts, printed newsletters, press engagement and fundraising campaigns which generated substantial increases in income from donors and public brand recognition.
Defined best practices for the Brand including client experience.
Implemented, organized and oversaw telehealth technology upgrades for better client experience and clinician efficiency.
Assisted with grant writing by creating budgets and ideating best use of funds, securing over $200k in a single year.
Implemented marketing mail through USPS and maintained targeted mailing lists, saving the company thousands of dollars per year.
Created content and strategy for digital media outlets and scheduled, designed, wrote and managed social media and press releases.
Worked with Fund Development Director to develop sponsorship levels and event ticket sales, generating $100k.
Responsible for defining and adhering to marketing and advertising budget and assisted CEO in overall company budgets.
Nurtured and leveraged personal and professional contacts and vendors to secure best ROI on all initiatives.
Discovered and implemented new processes to decrease unnecessary overhead and expenses as well as time saving procedures, saving the company thousands of man hours, increasing efficiency, decrease annual expenses and increase productivity.

Principal / Creative Director

Breakaway Graphics, LLC

2004-Present

Full-scope advertising, marketing, design & communication strategy services including ideation, corporate branding, point-of-sale, packaging, messaging, art/creative direction, product development, testing & launch plans, strategic management, and print/digital production.

Develop and execute targeted marketing to promote, increase brand awareness, and boost patronage by employing multi-media outlets including strategic ad placement, increased web presence, social media strategies, and events
Perform SWOT analyses and define strategic plans for marketing, product development, advertising campaigns and product launches
Ideate, design, execute and define corporate brands, company identity, strategic messaging, tone and voice, internal communications, external sales materials, and customer-facing deliverables
Lead development and testing of digital applications and platforms and define user interface (UI), presentation and interactivity
Featured in Photoshop User Magazine 2011
Chosen as guest writer for GraphicDesign.com
Recipient of over 25 international awards for marketing, design & communications

Notable On-site, Full-time Contracts

Marketing Manager (full-time consultant)

DaVincian Healthcare

01/2016 – 09/2016

Responsible for corporate branding, rebranding, messaging and tradedress as well as development and execution of strategic, integrated marketing plans, communications and product launches for multiple healthcare and RCM solutions. Created sales materials for SaaS products and was an effective member of the development team.

Worked with team to develop, strategize, build and bring to market technological and medical services and solutions
Managed production of advertising, marketing brochures, sales kits and other promotional materials and strategies
Conceptualized, designed and executed corporate style guides
Creative lead, managing UX/UI designers, copywriters, and creative designers to create comprehensive and effective materials
Designed and built corporate website according to newly established brand standards and messaging
Worked with team to ideate and prototype prescription adherence solution, winning Amazon’s 2016 Alexa Challenge
Identified alternative ways to brand and market new technologies

VP of Marketing (co-founder)

Intry, LLC

10/2016 – 10/2017

Identified a vacuum in the market and, through thorough analysis, established a way to disrupt the talent acquisition technology space. My role was to ideate and strategize the go-to-market plans, the marketing initiatives, define the brand, identity, company name, packaging and user interface.

Initiated technology ideation, product development, market strategies, corporate branding and messaging, sales, manufacturing scalability, and funding
Named and created visual aesthetic of company; secured domains and social media handles
Assisted in nurturing strategic partnerships
Developed launch strategies and cornerstone initiatives
Defined the branding and marketing strategies
Conducted focus groups
Assisted in technology development, testing, and improvement

Marketing & Communications Director

InsideTrack Almanac

2004 – 2017

Previous Titles: Designer, Production Manager, Creative Director, Art Director

Comprehensive management and execution of a tri-county hospitality publication serving a readership of over 120,000.

Client relations, print negotiation, pre-press and production
Editorial, advertisement and production design
Increased market penetration and brand awareness by implementing an integrated web/print/social brand strategy and securing global recognition in publication design
Maintained a heavy production schedule against tight deadlines by remaining tenacious, effective, and resilient under pressure
Invented new ideas for branding, advertising campaigns and marketing messages leaning on a thorough understanding of design and smart copy writing, and utilizing fresh approaches to advertising
Accountable for online content marketing initiatives to drive traffic, engage readers and create a niche in the marketplace
Created and managed editorial calendar and organization workflows
Developed editorial governance so content was consistent with the publication’s voice, style, and tone
Established, designed and managed the corporate branding for the organization

Creative Director

Come Discover Love

2012 – 2017

An an award-winning magazine covering the wedding industry produced for the tourism division of the Indian River Chamber of Commerce.

Conceptualized, designed & produced the magazine and all related marketing materials including a nationwide advertising campaign
Expert development of branding, advertisement design, creative & art direction, media kits, sell sheets, e-blasts, client ads, web images photo selection and layout
Responsible for content and cross-platform application
Utilized best practices of the publishing industry to skillfully design for both print and digital, interactive versions of the publication
Worked closely with outside, advertiser-hired designers and agencies to assist in the creation of effective ads that upheld the high standards and visual appeal of the publication
Featured in Brides Magazine and The Knot
Personally received nine international awards for my work related to this publication including its design, execution and marketing initiatives