Resume

LAURA ELTHERINGTON

Brand & Creative Strategist • E-Commerce & Marketing • Creative Leadership • Project Management

Santa Barbara, CA
Palo Alto, CA
Remote
805-886-1218 • laura.eltherington@gmail.com
lauraeltherington.com

PROFESSIONAL SUMMARY

Senior creative and business professional with 20+ years of experience spanning brand strategy, creative direction, marketing, e-commerce, content, digital experiences, project management, and team leadership.

Background includes more than a decade supporting global technology brands including Citrix and LogMeIn, combined with hands-on experience owning and operating e-commerce businesses. Experienced in leading distributed creative teams, managing projects and workflows, developing brands, building e-commerce experiences, creating marketing programs, and managing customer-facing communications.

Known for combining creative thinking with practical business and operational skills—organizing complex projects, improving processes, solving problems, and moving work from concept through completion.

CORE EXPERTISE

Brand & Creative
Brand Strategy • Creative Direction • Brand Identity • Graphic Design • Digital & Print Design • Visual Systems • Creative Production

E-Commerce & Marketing
Shopify • E-Commerce Strategy • Digital Marketing • Product Merchandising • Marketing Campaigns • SEO • Social Media • Email Marketing • Klaviyo

Project & Team Leadership
Project Management • Creative Operations • Workflow Management • Team Leadership • Hiring & Training • Workload & Priority Management • Cross-Functional Collaboration

Customer & Content
Customer Experience • Customer Engagement • Content Strategy • Web Content • Copy & Editing • Social Content • Promotional Content

Technology & AI
Adobe Creative Suite • Photoshop • InDesign • Illustrator • WordPress • Shopify • Etsy • Google Analytics • AI-Assisted Creative & Content

PROFESSIONAL EXPERIENCE

CREATIVE DIRECTOR • BRAND & E-COMMERCE CONSULTANT

Self-Employed | October 2019–Present

Provide creative, brand, marketing, e-commerce, and digital consulting for businesses and entrepreneurial ventures, combining 20+ years of professional design experience with hands-on business ownership.

Brand & Creative Direction

  • Develop brand identities, logos, visual systems, style guides, templates, and marketing collateral
  • Lead brand refreshes and creative direction across digital and print channels

E-Commerce & Web

  • Build and manage websites and e-commerce platforms including Shopify, WordPress, GoDaddy, and Wix
  • Develop product presentation, digital merchandising, landing pages, and customer-facing experiences

Marketing & Advertising

  • Develop digital marketing campaigns and promotional strategies
  • Manage paid social advertising, audience segmentation, retargeting, testing, and optimization
  • Develop marketing content designed to attract and engage customers

Email & Customer Engagement

  • Develop Klaviyo email campaigns, automated flows, customer segmentation, and retention strategies
  • Create customer-focused communications and promotional content

SEO & Social Media

  • Develop SEO strategies, keyword research, website content, and search optimization
  • Create content for Facebook, Instagram, Pinterest, YouTube, and TikTok
  • Write and edit blogs, website content, social posts, and marketing materials

Creative Operations

  • Manage multiple projects from concept through completion
  • Coordinate contractors, agencies, and vendors
  • Establish priorities, organize workflows, and manage deadlines
  • Use Adobe Creative Suite and AI-assisted tools for design, content, and creative production

OWNER • E-COMMERCE, MARKETING & CREATIVE

Santa Barbara Books, LLC. | January 2020–Present | Santa Barbara, CA

Own and operate e-commerce and creative businesses, managing product development, branding, marketing, online sales, content, and customer experience.

E-Commerce & Business Management

  • Manage Shopify e-commerce operations, product listings, collections, digital merchandising, and customer-facing content
  • Develop and market personalized metal art, custom signs, books, and merchandise
  • Manage Etsy and other online sales channels, vendors, and outside resources

Marketing & Content

  • Develop social media strategies and create Facebook, Instagram, Pinterest, YouTube, and TikTok content
  • Create product photography, graphics, videos, reels, blogs, email campaigns, and promotional materials
  • Use AI-assisted tools including ChatGPT to develop and streamline content and marketing

Brand & Creative

  • Provide design, brand strategy, creative direction, and marketing consulting
  • Develop product concepts, visual identities, packaging, promotional materials, and digital experiences

Customer & Operations

  • Manage day-to-day business operations, priorities, projects, vendors, and customer-facing activities
  • Oversee projects from concept and product development through marketing and online sales

SENIOR BRAND DESIGNER / CREATIVE PRODUCER

LogMeIn | February 2017–August 2019 | Santa Barbara, CA

Senior creative and production leadership role supporting global technology brands, creative operations, product launches, and distributed design teams.

Team Leadership & Creative Operations

  • Led a globally distributed team of 8–10 designers and contractors
  • Hired and trained team members, assigned projects, balanced workloads, and managed priorities and deadlines
  • Served as Creative Producer and Scrum Master, coordinating creative workflows across multiple projects and teams
  • Led weekly creative briefings and reviews with designers, executives, and stakeholders

Brand & Creative

  • Developed global brand best practices, style guides, templates, and comprehensive logo management systems
  • Created print and digital brand templates and collateral to ensure consistent global brand application
  • Collaborated with global design teams to establish and maintain a unified brand system

Project & Launch Management

  • Oversaw multiple product and feature launches, coordinating creative deliverables, timelines, budgets, and stakeholder expectations
  • Improved job request processes and integrated creative briefs to streamline project intake and production
  • Managed creative projects from initial request through final delivery

Global Asset Management

  • Managed a global asset management platform containing current brand assets, launch materials, campaign assets, product photography, and design collateral
  • Maintained organized, accessible creative resources for global teams

SENIOR BRAND DESIGNER

Citrix | July 2010–February 2017

Senior Brand Designer supporting global brand integration, creative systems, digital and print communications, and organizational adoption of new tools and processes.

  • Developed global brand guidelines, best practices, and creative collateral supporting company integration and legal requirements
  • Created a comprehensive print and digital template system that improved clarity, efficiency, and consistency across products and communications
  • Built and managed a Global Asset Management System, providing organized brand assets and creative collateral for teams worldwide
  • Presented design solutions and creative recommendations to stakeholders, large groups, and end users across the organization
  • Trained design and editorial staff on creative systems, tools, and new technology to improve team productivity and adoption
  • Collaborated across departments to solve communication and visual design challenges while maintaining global brand standards

DESIGNER

Citrix | June 2005–July 2010

Designed visual and brand experiences for Citrix GoTo product brands across digital, social, web, and print channels.

  • Conceptualized and developed creative assets for websites, social media, applications, banners, email campaigns, ads, event booths, infographics, white papers, and fact sheets
  • Collaborated with Creative Directors to develop and maintain brand look and feel, style guides, and internal documentation
  • Worked closely with merchandisers, copywriters, e-commerce specialists, and production teams to create consistent brand experiences
  • Developed mood boards and visual concepts to explore digital experiences and content
  • Identified opportunities to strengthen brands through emerging digital, social media, UX, and content best practices
  • Collaborated with post-production and web production teams to ensure high-quality final results
  • Maintained consistency across campaigns by applying established brand principles and standards

EDUCATION & CERTIFICATION

University of California, Santa Barbara
Bachelor of Arts — English

Scrum Alliance
Scrum Master Certification

SELECTED TOOLS & PLATFORMS

Adobe Creative Suite • Adobe InDesign • Adobe Photoshop • Adobe Illustrator • Shopify • WordPress • Etsy • Klaviyo • Google Analytics • Canva • ChatGPT • AI-Assisted Creative Tools

ADDITIONAL

Work Style: Remote • Part-Time • Full-Time • Contract

Areas of Interest: Creative Direction • Brand & Graphic Design • E-Commerce • Marketing • Customer Experience • Customer Support • Sales Support • Project Management • Creative Operations

Portfolio: lauraeltherington.com
E-Commerce: countryproudusa.com