Industry: LED Lighting Products | B2C & B2C | Southern California
nuwattproducts.com
nuwattproducts.com
AT A GLANCE
Joined NuWatt to build its first internal creative department and reposition the brand for growth. Working closely with ownership and the C-suite, I helped identify growth priorities, budgets, resources, and timelines while building the team, infrastructure, and creative systems to support them.
KEY CONTRIBUTIONS
• Built NuWatt’s first in-house creative department from the ground up—hiring specialized talent, selecting hardware and software, developing workflows, managing agency partners, and creating an internal photo/video studio.
• Repositioned the brand through research and focus-group testing, defining a cleaner, more sophisticated visual language and brand narrative aimed at NuWatt’s higher-end lighting customer.
• Identified gaps in existing sales and marketing communication and developed a clearer NuWatt playbook around product quality, customer expectations, value, and competitive differentiation.
• Reviewed campaign KPIs daily and worked with a Keyword Data Specialist to connect high-performing search language directly to creative. Used CTR, CPC, ROAS, conversion data, and A/B testing to refine messaging and scale stronger-performing campaigns.
• Built a more coordinated campaign operation across creative, ecommerce, sales, and marketing—including rollout calendars, Asana workflows, email campaigns, CTA strategy, Amazon, paid media, and customer-facing content.
• Developed a broader content strategy designed to SELL, TEACH, and ENGAGE: weekly educational blogs, static campaigns, UGC concepts, and sophisticated product-animation videos that showed customers the materials, engineering, and value behind the product.
• Hired and mentored people for both expertise and cultural fit while actively bridging relationships between departments and encouraging greater collaboration across the company.
• The combined rebrand, campaign strategy, content, and operational changes helped support more than 200% gross sales growth within the first year.
THE TAKE-AWAY
NuWatt showed me how much stronger creative becomes when brand, people, operations, and data are treated as one system. It also reinforced that good leadership means building the right team, giving people room to excel, and creating enough structure for ideas to move quickly from insight to execution.
"Building the NuWatt brand from scratch was one of my most rewarding projects to date — capturing the vision that the owners and I had for this high-end consumer LED product was "magic."
"What I love about building brands or re-imaging an existing brand is that I get tap into that inner creative, imaginative and curious energy we had as a child — and apply it to new technology and applications around the world as a professional."
Photoshoot / Design / Layout
E-Comm Product Listing Images
Design, illustration, photography, branding & identity development
Amazon Store Listing Graphics
Amazon Store | Spec Graphics
Amazon Store | Spec Graphics
Amazon Store | Spec Graphics
Amazon Store | Gallery Info-Graphic
Product & Animated Motion Graphic Videos / Social UGC Shorts
Social media paid ad | UGC video short for META
