The Wine Group — Multi-Channel Retail Media Creative Leadership
Executive Summary
As Senior Design Director, I led creative direction and hands-on execution for The Wine Group’s retail media business across a broad mix of digital channels and platforms. Working directly with the client and in close partnership with internal media, account, and production teams, I helped scale creative support across a multi-brand portfolio while maintaining cohesive storytelling across programmatic display, Walmart Connect, Kroger Precision Marketing, CTV, rich media, interactive banners, and Meta campaigns.
Operating as both a creative lead and hands-on contributor, I partnered closely with designers Lamar Tittle and Danny Khan to deliver high-volume, performance-driven creative that became deeply embedded in the client relationship and supported a significant portion of account revenue.
From 2025 to 2026, the partnership saw substantial growth:
2025 revenue grew from $5.2M to over $5.8M (+12.5% YoY)
2026 pacing projected to exceed $10M
Expanded support across key portfolio brands including Meiomi, Cupcake Vineyards, and other core Wine Group labels
Delivered large-scale, always-on creative support across evolving retail media programs
The Challenge
The Wine Group portfolio required creative support across a rapidly expanding ecosystem of brands, retailers, channels, and campaign formats. Each platform carried unique technical requirements, audience behaviors, and creative constraints, while each brand required distinct visual positioning and messaging.
The challenge was not only producing work at scale, but ensuring that every execution felt cohesive, polished, and platform-native across an increasingly fragmented retail media landscape.
My Role: Senior Design Director
Responsibilities
Led creative direction across The Wine Group portfolio
Established and maintained visual consistency across multiple digital channels and retail media platforms
Directed and contributed to hands-on creative execution
Partnered directly with client stakeholders and brand teams
Collaborated cross-functionally with media, account, and production teams
Helped drive growth within retail media and XPA initiatives
Managed high-volume, always-on campaign execution across simultaneous launches
Mentored and collaborated closely with designers Lamar Tittle and Danny Khan
Creative Consistency Across Channels
A core focus of the work was maintaining creative cohesion across highly varied retail media environments while adapting assets to the requirements of each platform.
Campaigns spanned:
Programmatic display
Walmart Connect
Kroger Precision Marketing
Connected TV (CTV)
Rich media
Interactive banners
Meta / social campaigns
This required balancing brand consistency with platform-native execution—ensuring creative remained visually unified while still adapting appropriately to placement, format, and audience context.
Results & Impact
Business Growth
Grew partnership revenue from $5.2M to $5.8M in 2025 (+12.5% YoY)
2026 pacing projected to exceed $10M
Creative Scale & Output
Instead of anchoring on a fixed asset count, reframed for longevity:
Produced continuous high-volume creative across always-on retail media programs
Supported hundreds of campaign executions across multiple brands and platforms
Built scalable creative systems enabling rapid adaptation across formats and retailers
Sustained ongoing creative output across evolving multi-brand, multi-channel needs
Expanded Client Partnership
Supported major launches across core Wine Group portfolio brands including Meiomi and Cupcake Vineyards
Became deeply integrated into the client’s ongoing retail media ecosystem
Creative work directly supported a majority of account revenue contribution
Key Takeaway
This work demonstrates my ability to lead large-scale creative execution across complex, multi-brand retail media ecosystems while remaining deeply involved in the craft itself. By balancing hands-on design leadership with cross-functional collaboration and direct client partnership, I helped scale a growing retail media relationship into a major revenue-driving account while maintaining creative quality, consistency, and adaptability across channels and formats.
