Heidi Ocel
www.heidi-ocel.com
612•730•4027
heidi.ocel@gmail.com
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SUMMARY
A creative leader with nearly 20 years of experience developing innovative approaches to visual storytelling and streamlining complex strategies into compelling, customer-centric marketing for Fortune 500 brands.
EXPERIENCE
Prime Therapeutics
Senior Director, Creative + Branded Content
May 2021–Present
Lead the in-house creative team responsible for evolving, managing and amplifying the Prime brand:
May 2021–Present
Lead the in-house creative team responsible for evolving, managing and amplifying the Prime brand:
• Lead, evolve and motivate an award-winning creative team. Directly managing and developing a team of 20 spanning messaging, design and execution roles.
• Define the creative vision for all brand, advertising campaigns and marketing messages.
• Develop, socialize and oversee the corporate brand and visual image standards.
• Concept, direct and oversee innovative and compelling creative across channels. Creating $1.4M+ in savings for the company in 2022, across 3,000 completed projects.
• Proactively identify improvement and efficiency opportunities and lead cross-functional efforts to streamline creative processes and technology.
• Collaborate closely with growth + retention/sales, product marketing, communications, insights and other key internal and external stakeholders to identify, influence, understand and prioritize creative service needs.
UnitedHealth Group
Creative Director
2015–2021
2015–2021
Led the development and implementation of creative strategy in support of UnitedHealth Group’s business and brand initiatives:
• Built, led and motivated a best-in-class creative team. Directly managing a team of ten with roles including production lead, motion designer, senior designer and ACD.
• Defined and developed the strategic approach based on business objectives, stakeholder requests and audience/customer objectives.
• Concepted, directed and executed innovative and compelling creative across channels for key audiences, including employees, government officials, policymakers, investors and consumers. Saving the company over $11 million from 2018 to 2021.
• Developed, maintained and evolved brand standards, including photo and video libraries. Which included adding nearly 2,000 custom photo assets in 2019 alone.
• Directly supported and engaged with C-suite executives.
The Steinhauser Group
Senior Art Director + Designer
2007–2015
Provided fresh creative ideas, strategic concepts, comprehensive style guides and art direction for the Target Weekly Ad, ensuring campaign and brand alignment from concept to final execution.
Senior Art Director + Designer
2007–2015
Provided fresh creative ideas, strategic concepts, comprehensive style guides and art direction for the Target Weekly Ad, ensuring campaign and brand alignment from concept to final execution.
Macy's North
Senior Art Director
2005–2007
Concepted, designed and art directed non-promotional, event and brand advertising, specializing in softlines product and on-figure art direction.
Senior Art Director
2005–2007
Concepted, designed and art directed non-promotional, event and brand advertising, specializing in softlines product and on-figure art direction.
Marshall Fields
Freelance Art Director
2004–2005
Concepted, designed and art directed seasonal fashion and event marketing campaigns for retail environments.
Freelance Art Director
2004–2005
Concepted, designed and art directed seasonal fashion and event marketing campaigns for retail environments.
COMMUNITY INVOLVEMENT
Backpack
Feb 2023–Present
Board Member for Backpack, a student-run marketing communications agency at the University of Minnesota
Feb 2023–Present
Board Member for Backpack, a student-run marketing communications agency at the University of Minnesota
AIGA
2021–Present
AIGA member and participant with the In-House Designers Committee and Mind-to-Mind Mentorship Committee
2021–Present
AIGA member and participant with the In-House Designers Committee and Mind-to-Mind Mentorship Committee
EDUCATION
University of Minnesota Twin Cities
2000–2004
Bachelor of Science Degree in Graphic Design, with distinction
2000–2004
Bachelor of Science Degree in Graphic Design, with distinction
STRENGTHS
Leadership
Creative/Art Direction
Strategy
Branding
Creative Process
Adobe Creative Suite
PowerPoint
Hard-working
Self-motivated
Personable
Dedicated
Organized
Collaborator
Building Relationships
Establishing Trust
Pushing Status Quo