Faith Cohen

Creative Strategist and Customer Experience

CARDINAL HEALTH Innovation Lead November 2015— Present

New Product Innovation at Fuse - Cardinal Health's Commercial Technology & Innovation Center.

Develop solutions that solve Healthcare problems by transforming the Healthcare ecosystem.

Utilize Lean Startup and Design Thinking methodology to incubate ideas.

Move ideas through a process of hypothesis validation and experimentation, focusing on the most promising ideas to market-test and launch a new product.

Validate ideas through ethnographic field research by conducting user interviews, ideation sessions, and innovation prospecting activities.

Generate strategic (qualitative and quantitative) insights to drive decision-making on targeted areas and propel project strategy towards commercialization.

Ensure that new products are developed and brought to market with a well-articulated value proposition that is clearly differentiated from competitors

ELEKTA  Senior Manager Global Creative Services November 2015— April 2017                            

Lead the Creative Services team consisting of graphic designers, production artists, traffic managers, freelance designers and multi-media agencies for a global medical device company.

Partnered with executive management and marketing associates in the development of integrated marketing programs; directs the development of all marketing content.

Provided design direction for a cross-functional team including print, multimedia, video, experience, animation, interactive.

Managed project workflow, scheduling, assignments and tracking.

Directed annual budget, and supervises all vendors. Responsible for negotiating contracts and service agreements with all global vendors.

Demonstrated dynamic leadership in brainstorming sessions to unleash the creative ideas of colleagues and develop them into effective concepts and campaigns.  

 Key Achievements

Oversaw and implemented a global rebrand including all marketing collateral, building signage, technical equipment & machinery, and corporate communications materials. A total of 250 pieces of collateral were rebranded.

Established a global print-on-demand program utilizing international vendors.

Developed a unique, animated imagery style that is being used across all new video and photography development as well as within interactive trade show experiences.

Produced all new brand guidelines and templates and lead the global brand activation initiative.

GREENSKY  Marketing Director, Creative Services| April 2015— October 2015

Developed the in-house Creative Services department from the ground up, including hiring a cross-functional team of graphic designers, writers, social media strategists, content managers and interactive designers.

 Set the department’s vision and procedures to align with the needs of the GreenSky marketing and sales organization.

 Collaborated across the organization and executive leadership on a regular basis to ensure that all creative executions aligned with the company’s marketing and business strategies. Made suggestions regarding design that addressed business objectives, budget and delivery.

 Key Achievements

Oversaw and implemented the branding of the organization, including the production of all brand standards, mechanical templates, design processes, print standards and interactive best practices. Trained internal customers, freelancers and agencies on new brand tools.

 Produced 10 new corporate videos, including concept, script, storyboard, and on-site art direction.

Developed the print-on-demand storefront (including the creation of interactive collateral templates), and trained the sales team on best practices for producing and ordering materials for client presentations, tradeshows and exhibitions.

UNITED GUARANTY/AIG  Creative Director| March 2012—June 2014

Lead the Creative Services team, and directed the creative development of all collateral touch points and content to support United Guaranty’s strategic goals and brand identity.

 Worked with account liaisons and production managers to ensure that projects were on time, engaging, persuasive and supported by a sound strategic rationale.

 Provided quality control, including proofing, reviewing, measuring and evaluating staff members’ performance, creative output and project process.

 Consistently delivered breakthrough creative ideas for campaigns; leveraging print, interactive and other communication channels to help the organization achieve marketing and communications objectives.

 Worked closely with all business units to deliver best-in-class thinking that was grounded in consistent strategy and executed thoughtfully.

 Assured appropriate balance between profitability and creative quality.

Key Achievements

Created a consistent message for United Guaranty’s brand through the development of templates that were used in marketing collateral. Established best practices for color, type and photography treatment, thereby avoiding dilution of brand identity.

Developed a paper-buy program, which led to an overall 20% savings on print collateral organization-wide.

Designed a comprehensive marketing strategy for all communications materials to streamline and consolidate the messaging. Translated this strategy into an interactive-based delivery and print-based delivery program to increase the tools available for the sales organization.

Successfully managed launch and architecture development for Connective, a lucrative AIG company devoted to increasing capitol through the purchase of mortgage-backed securities. Supported this new company through the formation of a multi-functional creative team that supported the marketing and communications needs of the organization.

 STUDIO 101     Design and Marketing Director | October 2010—February 2012

Developed and executed a comprehensive organizational marketing plan in support of the company’s strategic agenda to ensure consistent branding and messaging using print, interactive, events, and trade shows.

 Oversaw and art directed the full brand identity, (including the development of all marketing materials), for Colour 101, the sister printing company of Studio 101.

 Key Achievements

Led a strategy team to conduct an analysis of trends and opportunities for print sales within the design and advertising agency vertical market.

Developed a business analysis of current design and print services being offered to client base, and provided recommendations based on feedback to restructure sales team, budget and resources.

Successfully launched multi-touch point marketing campaign to drive business to Colour 101, increased sales by 35%.

 COTTON STATES INSURANCE  Creative Director| Sept 2005 — Oct 2010

Lead the creative services division of marketing. Developed and executed all projects from concept through completion including all communications materials for sales, marketing, employee engagement and corporate communications.

 Collaborated with various business units within the broader organization to ensure strategic and organizational alignment on all communications initiatives.

 Created new projects, defined project parameters, and developed marketing budget consistent with the annual marketing plan.

 Developed innovative ideas and concepts through the strategic process of creating, presenting and revising marketing campaign concepts and executions. Executed these ideas through the design of creative marketing collateral.

 Coordinated with multiple vendors including photographers, printers, copywriters, illustrators, marketing consultants, paper representatives and printing fulfillment.

Key Achievements

Drove sales of insurance products by 50% through the development of sales incentive campaigns.

 Led an integrated marketing initiative to rebrand and reposition Cotton States within the Property & Casualty marketplace and streamline the brand in anticipation of the migration to the COUNTRY Financial brand.

 Reviewed print vendor activity and rebuilt the print production process, which resulted in an overall savings of 30% on printing.

FAITH COHEN DESIGNS   SEPTEMBER       Principal of Design Consulting Agency | 2002 — PRESENT

 Full-Service Marketing and Design Consultancy

 Clients: Voya, ASHRAE,  Cox Communications, The Coca Cola Company, The Home Depot, Broadspire, COUNTRY Financial, LandMar Group, Georgia Farm Bureau, Neenah Paper, Mac Paper, Piedmont Healthcare, Idea Span, Brightworth, Terminus, North Highland, Clark Atlanta University, Efacec Energy, 12c Vineyards and Wine, Mohawk Carpet, Olive Garden Restaurant, Mellow Mushroom Restaurant, Return to Eden, The Steller Group

 Design, manage and execute various marketing initiatives ranging from branding & corporate identity, print & interactive marketing collateral, packaging & point-of-sale and customer experience & environmental graphics.

 Execute and project-manage marketing communications plans.

 Serves as a consultant to help clients achieve business and marketing goals by conquering all design and production challenges that arise during the creative process and ensure that business and communication strategies are met.

Key Achievements

Developed experiential environmental graphics for North Highland Company, a consulting firm, which visually connected three floors in their new corporate build out.

Managed successful brand re-launch for Broadspire, which included more than 85 pieces of collateral within 6 months.

Launched a marketing and communications initiative to rebrand The Bushkill Inn and Conference Center, a boutique hotel in Pennsylvania. Executed campaign via advertisements, print collateral, email, web, events, and social media.

Assisted in the Voya rebrand— developed interactive and print materials to support the migration from the ING brand to Voya


 FULLCIRCLE PRODUCTIONS      Art Direction Consultant  | March 2005 — August 2005

 THE HOME DEPOT      Freelance Graphic Designer  | November 2004 — March 2005

BRESSLER ADVERTISING      Graphic Designer  | Feb 2004 — Nov 2004

 CARTER AND ASSOCIATES    Graphic Design Intern  | June 2003 — August 2003


Adobe Creative Suite

Microsoft Office


 Emory University Certificate of Web Design, 2015

 The Art Institute of Atlanta
BFA in Graphic Design 2004, Magna Cum Laude

 Management Training and Certifications:

Business Strategy: Achieving Competitive Advantage

Change Leadership

Leadership Essentials

Executive Leadership

Measuring and Improving Business Performance

Essentials of Conflict Management

Presentation Skills

Time Management

 Managing a Global Team