Creative Direction
JELD-WEN
MMI DOOR & ABS, INC
Creative Lead for Two Half-Billion Dollar JELD-WEN Companies
JELD-WEN:
MMI Door & ABS
Leading Creative
For two years, a business colleague encouraged me to join JELD-WEN Distribution, and I ultimately agreed due to my admiration for his work ethic and values, as well as my desire to help his team succeed. While others may change positions for various reasons, I prioritize people in life.
As the creative lead for JELD-WEN’s MMI Door and American Building Supply (ABS), I focused on improving outdated processes, enhancing team efficiency, and revitalizing the visual identity and messaging of the companies. It was a rewarding experience, working with talented individuals, producing impactful work, and boosting overall efficiency—something I value deeply alongside creativity.
Core Challenge
As Distribution Marketing Manager at JELD-WEN, I led and grew the creative department for ABS (American Building Supply) while also taking over creative leadership at MMI. Each brand had distinct marketing needs, and my goal was to unify their efforts under one central department. This involved aligning strategies while tailoring creative support to each company’s unique operations, product lines, regional sales demands, and brand identity.
Job Title
Distribution Marketing Manager
Operational Role
Creative Team Lead MMI & ABS
Everything below is the end result of the work of myself, my amazing boss (David Baucus) and our fantastic mid-west and west-coast teams. You all ROCK!
Soft Skills
- Leadership & Team Management
- Communication & Presentation
- Creative Vision & Conceptual Thinking
- Collaboration & Interpersonal Skills
- Emotional Intelligence
- Adaptability & Flexibility
- Problem Solving & Decision Making
- Critical & Analytical Thinking
- Time Management
Hard Skills
- Branding & Visual Identity
- Design Theory
- Advanced Software Proficiency
- Art Direction
- Typography & Composition
- Video & Animation Production
- Web Development & Visual Marketing
- Creative Strategy & Concept Development
- eCommerce
- Motion Graphics
- Trade Show & Event Design
- New Marketing SOP Development
- Multi-channel Campaigns B2B & B2C
Tactical Process Demonstrated:
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Developed a Unified Creative Strategy
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Created Partner-Specific Campaign SOPs
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Restructured & Optimized Team Workflow
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On-boarded and Managed Freelancers/Agencies
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Optimized Product Detail Pages (PDPs)
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Designed Modular Creative Assets
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Partnered with Sales & Trade Teams
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Coordinate with E-commerce Teams
Engagement Definition:
Lead internal creative team and external partners to streamline efficiency and enhance support for B2B e-commerce channels, including Lowe’s, Home Depot, Amazon, and regional DIY and lumber retailers. Focused on expanding digital campaigns and increasing engagement across platforms.
Project Notes:
Below are a few visual representations of carious projects that I can share that demonstrated hands-on work while engaged at MMI. Samples below inlcude catalog designs, instructional animations for onlie B2B partner use and elements from larger campaigns.
B2C Catalog Design
Animation / Motion Graphics
Modular Campaign Asset & Guideline Design
Strategic Planning & Oversight
Tactical Process Demonstrated:
- Developed a Unified Creative Strategy
- Restructured & Optimized Team Workflow
- On-boarded and Managed Freelancers/Agencies
- Implemented a Creative Performance Review Process
- Optimized Product Detail Pages (PDPs)
- Designed Modular Creative Assets
- Partnered with Product, Sales & Trade Teams
Engagement Definition:
As Marketing Manager-Creative Lead for JELD-WEN Distribution, I was brought in to lead the visual rebranding of ABS, aligning the brand more closely with the expectations of major retail partners such as Lowe’s, Home Depot, and a broad network of DIY retailers and door suppliers. I developed a cohesive, on-brand visual system that unified marketing literature, retail packaging, and digital campaigns, enhancing recognition and consistency across all touchpoints.
Beyond creative direction, I restructured the marketing department and implemented new standard operating procedures (SOPs) for both ABS and its sister company, MMI. These improvements led to a measurable increase in creative efficiency and a significant boost in output across teams.
Project Notes:
Upon assessing existing agency deliverables, I quickly identified quality and consistency issues. I led the effort to bring creative production in-house, revamping ongoing campaigns and establishing a dedicated marketing and creative function to better support the West Coast sales team.
Over the first year, my team, working in tandem with Midwest and West Coast collaborators, took over full responsibility for creative execution across digital, print, and event channels. One-off digital blasts were transformed into fully integrated B2B email campaigns, while standalone product flyers evolved into a branded monthly product newsletter, creating consistent customer touchpoints and supporting the full sales funnel.
To improve scalability and brand control, we introduced a suite of modular campaign assets designed for quick adaptation across promotions, regions, and product lines. I also implemented a centralized digital intake and project management system, replacing fragmented email and phone requests with a streamlined, trackable process customized to meet the needs of a dispersed and fast-moving sales force.
Modular Campaign Asset & Guideline Design
Strategic Planning & Oversight
Promotions & Partnerships
Photography & Shoot Direction
B2C Catalog Design
Summation
As the market shifted during the closing days of COVID, I focused on helping our creative team pivot quickly to meet growing digital demands. We streamlined how we worked—both internally and with agency partners—to better support key B2B retailers like Lowe’s, Home Depot, and Amazon. By aligning creative strategy with platform-specific needs, we were able to scale digital campaigns, improve content performance, and strengthen our presence across e-commerce channels at a time when online engagement was more important than ever.
Feel Free to Reach Out
& Say Hello!
If your interested in me tackling a creative project big or small, send me a quick email. Have an amazing day!