Joseph M. Powell

PROFESSIONAL SUMMARY

Executive Creative Director and Brand Strategist with more than 25 years of experience leading creative organizations across consumer products, healthcare, wellness, retail, nonprofit, and global organizations. Partner with executive leadership to translate business objectives into integrated creative strategies that strengthen brands, launch products, improve customer experiences, and deliver measurable business results.

I am known for building high-performing creative organizations that align Product, Commercial, Sales, Digital, and Regulatory teams around shared business objectives. Lead brand strategy, product marketing, packaging, omnichannel campaigns, and creative operations through scalable systems that accelerate growth, strengthen brand equity, and improve organizational performance.

Throughout my career, I have built brands, developed creative teams, and established disciplined operational frameworks across corporate, consulting, and entrepreneurial environments. I am most effective in organizations seeking to elevate creative quality, modernize brand expression, strengthen cross-functional collaboration, and build repeatable processes that enable creativity to scale.

Executive Qualifications

• 25+ years leading creative organizations across consumer products, healthcare, wellness, retail, and nonprofit sectors.

• Executive leadership experience aligning Product, Commercial, Sales, Digital, Regulatory, and Creative teams around shared business objectives.

• Directed the development and launch of 40+ consumer brands, leading positioning, packaging, messaging, and integrated go-to-market campaigns.

• Extensive experience within regulated industries, including healthcare, wellness, cosmetics, financial services, humanitarian organizations, and consumer supplements requiring rigorous brand governance and compliance.

• Translate business objectives into integrated creative strategies that drive brand growth, product launches, customer engagement, and measurable business results.

• Leadership of omnichannel marketing across Shopify, Amazon Marketplace, retail, ecommerce, digital, social, email, packaging, and sales enablement.

• Build, coach, and mentor multidisciplinary creative teams of designers, writers, photographers, developers, agency partners, and production vendors while establishing high creative standards and scalable workflows.

• Develop creative operations through brand governance, SOPs, templates, asset libraries, and production systems that improve quality, consistency, and speed-to-market.

• Trusted partner to Executive Leadership, Product, Commercial, Sales, Digital, Ecommerce, and Operations teams.

• Proven success leading both B2B and B2C marketing initiatives across consumer products, healthcare, retail, and direct-to-consumer brands.

• Measure creative performance through business KPIs, customer engagement, revenue growth, and continuous optimization.

Selected Business Impact

• 40+ consumer brands launched

• 500% increase in attendance

• 300% increase in fundraising

• 38K+ social community

• 15K+ skincare audience

• 25% increase in ecommerce sales

• 30% increase in online engagement

WORK HISTORY

Vice President, Marketing Communications

Private Label Productions | Bonita Springs, Florida | August 2019 to June 2024

Served on the Executive Leadership Team, building and leading the in-house creative and marketing organization for a private label manufacturer serving B2B and B2C cosmetics and wellness brands. Directed multidisciplinary teams of designers, writers, photographers, and production partners while partnering with Product, Sales, Regulatory, and Operations to translate business objectives into integrated creative strategies that accelerated product launches and drove measurable business growth.

• Led and mentored multidisciplinary creative teams, establishing creative standards, scalable workflows, and operational discipline, improving collaboration, efficiency, and creative quality.

• Directed the development and launch of more than 40 consumer brands, leading brand strategy, positioning, identity, packaging, websites, sales collateral, and omnichannel go-to-market campaigns from concept through commercialization.

• Partnered with Product Development, Regulatory, Sales, and Executive Leadership to develop compliant product communications and customer experiences across packaging, ecommerce, retail, trade, and digital channels.

• Led integrated product launches through messaging frameworks, creative toolkits, email, social media, digital content, sales enablement, trade show marketing, and Amazon Marketplace support.

• Built scalable creative operations through brand governance, SOPs, asset libraries, templates, and production workflows while managing agencies, budgets, vendors, and multiple concurrent product launches.

Principal, Creative Director & Brand Strategist

Joseph M. Powell | Palm Springs, California | June 2024 to Present

Serve as strategic creative advisor to executive leadership across nonprofit, healthcare, consumer, tourism, and public-sector organizations. Lead multidisciplinary teams of designers, writers, photographers, developers, and production partners, translating business objectives into brand strategy, integrated marketing campaigns, and scalable creative systems that strengthen organizational performance and accelerate business growth.

• Lead executive-level brand strategy, creative direction, and flagship communications for ICRC, CHS Alliance, InterAction, HERE Geneva, and CDAC Network, transforming complex stakeholder priorities into accessible, audience-focused communications.

• Direct brand evolution, product positioning, packaging, digital experiences, sales enablement, and go-to-market execution while establishing governance, workflows, and creative standards that improve consistency and collaboration across distributed teams.

• Developed and launched the Stay in Clay destination brand and repositioned Peacock Performing Arts Center, contributing to approximately 500 percent growth in attendance and 300 percent growth in fundraising through integrated brand strategy and marketing.

• Conceived and developed the I Am Hospice campaign and a $100K fundraising platform, using strategic storytelling and integrated communications to expand donor engagement and fundraising opportunities.

• Developed brand positioning, product marketing, packaging, sales collateral, and launch materials for consumer health and emerging animal health brands, including companion animal supplements, while supporting retailer readiness, direct-to-consumer growth, and successful product launches.

Founder & Creative Director

FRANCIS MICHAEL Inclusive Skincare | Palm Springs, California | April 2024 to present

Founded and built an inclusive skincare brand from concept to market, leading product development, brand strategy, packaging, Shopify ecommerce, and integrated marketing. Directed external creative partners, photographers, developers, suppliers, and production vendors while creating a differentiated direct-to-consumer brand centered on clean, sustainable, cruelty-free skincare.

• Led product development, supplier coordination, packaging, regulatory messaging, Shopify ecommerce, and integrated go-to-market execution from concept through launch.

• Created the complete brand ecosystem, including naming, identity, packaging, website, product storytelling, photography, content strategy, and launch communications.

• Directed omnichannel marketing across digital, social media, email, paid advertising, and educational content, growing the social audience to more than 15K followers and increasing online engagement by approximately 30 percent within the first three months.

• Established a differentiated market position that strengthened brand recognition through inclusive messaging, sustainable packaging, and customer-centered product education.

Founder & Creative Director

His Good Stuff | Palm Springs, California | May 2025 to present

Founded and built a direct-to-consumer lifestyle apparel brand from concept through launch, leading brand strategy, Shopify ecommerce, creative direction, and integrated marketing. Directed creative contributors, photographers, developers, and production partners while establishing scalable campaign systems that drive engagement, customer acquisition, and repeat sales.

• Created the complete brand ecosystem, including identity, Shopify ecommerce, product catalog, content architecture, and integrated marketing campaigns.

• Developed a differentiated market position centered on thoughtful design, quality craftsmanship, durability, and size inclusivity, strengthening customer engagement and brand loyalty.

• Built a multi-channel marketing engine across social media, email, and paid advertising, growing the audience to over 38K followers and supporting consistent weekly sales.

• Developed repeatable campaign frameworks and seasonal product launches that increased online sales by 25 percent within the first quarter and strengthened customer retention through consistent brand storytelling.

EARLIER CAREER

Senior Marketing Manager

• Pjur Group | Luxembourg & Miami Beach, FL | Global Health & Body Care Company

Creative Director

• Focus:Impact! | Chicago, IL | Software Startup

Art Director

• What-A-Concept | Miami, FL | Agency

Art Director

• Duke University Medical Center | Durham, NC | Office of Publications

Graphics Manager

• Crain Communications | New York, NY | Infographics

Graphic Artist

• Lincoln Financial | Fort Wayne, IN | Corporate Communications

EDUCATION

Bachelor of Fine Arts in Graphic Design

Western Carolina University | Cullowhee, NC | graduated 1987