Tess Lackey

March 2024 - Present

• Create packaging and merchandise for brands in the outdoor and western space that embody a specific feeling and speak to each brand's core customers through the use of narrative, color, and texture.
• Network and meet with brands and business owners to uncover pain points and find solutions specific to their design needs.
• Guide clients through the design process, which includes sourcing vendors and selecting the proper material and application method for each design.

2022 - Present

• Contract through a DFW agency to produce Wordpress sites for clients. This includes working from established styles and problem solving within website limitations to match approved concepts.
• Sites often include customizations made with CSS and HTML

2023 - 2024: Creative Content Lead

• As part of the Western Horseman Best of campaign, I worked collaboratively with the director, development team, paid media team and editorial to conceptualize, design and provide feedback on a 5 page voting platform in Wordpress and the art direction for social media and digital graphic design assets. This campaign garnered 10 million views and 70,000 votes in its first year over the 3 month period.
• Oversaw and attended key photo and video shoots. Directed lighting and set design. Guided and produced photo and video content using cell phones, DJI Pocket, Sony or Canon DSLR for use in email, social and on the website.
• Reviewed social and digital designs from junior teammates to ensure graphics and message was on brand.

2021 - 2023: Digital Strategist

• Executed the creative vision, direction and editing of marketing materials for merchandise, which included four seasonal ad sets created for print, social media, email, display and website banners. These files were then shared with the production team to create follow-up campaign assets for the next year.
• Developed and executed creative for social and website campaign promotions, such as a 4-week interactive lead generation campaign that grew the existing email audience by 12%.

2021: Digital Content Manager

• Implemented an efficient process using Airtable for managing two media brand content calendars that saved hours when scheduling up to ten posts a day.

2019 - 2021

• Increased engagement across social media accounts by 85% compared to the previous year using innovative and efficient tactics such as Instagram Story poll design, YouTube video cover design and SEO optimization, and consistent video uploads.
• Developed a year-long campaign for the opening of a new sports complex, which included photo and video creation, webpage optimization, social media graphics, as well as Google search ads.
• Provided recommendations and advised department heads on best practices for creative and technical execution of organic and paid digital content.