Nina Lewis
CREATIVE DIRECTOR
CAPE TOWN. LONDON. REMOTE.
Experience.
Leading
Creative Teams.
5+ years
Managed cross-functional teams of up to 8 people. Includes hiring, conducting performance reviews, freelancer contract negotiation.
Creative Direction.
5+ years
Oversaw and reviewed all work and concepts from junior team members for creative campaigns.
Conceptualisation.
11+ years
Created and pitched campaigns ATL, BTL, TTL as well as reviewed campaigns and pitches from reports
Creative Strategy.
5+ years
Pitched and executed on creative strategy included product and brand launches.
Process Design.
5+ years
Devised and iterated on creative processes and workflows aimed at scaling creative production. This also includes implementing tools such as AI.
Design and Art Direction.
11+ years
Including packaging, motion, digital and print.
Past Work.
Lead Nurturing Content Strategy
for University of Cambridge
Role: Creative Direction, Digital Creative Strategy
Project Overview
The University of Cambridge, in partnership with GetSmarter offer online executive education courses. The sustainability portfolio was a key focus and the creative team were tasked with finding solutions to nurturing leads over an extended timeline. This was done through repackaging existing content with topical content and served the dual purpose of revitalising the older content whilst maintaining the interest of leads within the ecosystem until they were ready to convert. In addition, paid media ads directed existing leads to content, videos and trailers related to the course. Furthermore, the creative teams also continued to develop, pitch and execute on paid media concepts and campaigns to address the needs and challenges of marketing the products in this portfolio.
Key Results
+ 24% increase in sales YoY
- 42% lower CPL versus average
- 12% lower email bounce rate
+ 50% increase in CTR on paid media
Creative Team: Chanté Olivier, Ashton Winkworth, Stephanie Ludwig, Katherine Verhoeven, Graeme Comrie, Peter McFarlane, Tayla Sassen, Robyn Sluis-Cramer, Ruan Pieters, Jason DuPlessis.
MIT Online Courses
Role: Creative Direction, Creative Strategy
Project Overview
Massachusetts Institute of Technology, in partnership with GetSmarter offer online executive education courses. The management and technology products were a key marketing focus. The team were tasked with developing, pitching and and executing on digital creative campaigns and concepts that supported marketing of the online portfolio of courses.
Creative Team: Morgan van Heerdan, Stephanie Ludwig, Katherine Verhoeven, Graeme Comrie, Peter McFarlane, Tayla Sassen, Robyn Sluis-Cramer, Ruan Pieters, Jason DuPlessis.
GetSmarter Abandoned Cart Strategy
Role: Creative Direction, Creative Strategy, Digital Design
Project Overview
After identifying a drop-off in completed purchases, we developed remarketing adverts specifically targeted at registered users that abandoned their cart part-way through the purchasing journey. These ads took users directly to their cart to complete their check out, or to a webpage with more information and alternative payments methods and plans. This tactic also allowed us to leverage an additional early bird discount strategy
Key Results
+ 32% increase in completed sales
- 56% decrease in cost-per-complete
Copy: Katherine Verhoeven.
Finding Alternatives to Stock Resource
Role: Creative Direction, Creative Strategy,
Project Overview
GetSmarter heavily relied on stock imagery to market their extensive range of online course products. In an effort to find more cost-effective and scaleable solutions that did not sacrifice the quality of creative I developed a strategy to create a number of illustrations on a portfolio subject vertical level instead of an individual product level. In addition we also explored alternative compositions, and including different USPs. My hypotheses that these would perform favourably against our standard ads was proved in multiple tests.
Key Results
+ 61% increase in CTL avg. vs stock control creative
- 43% decrease in CPL avg. vs stock control creative
+ 49% increase in leads avg. vs stock control creative
Creative team: Morgan van Heerdan, Katherine Verhoeven
TV Highlights Mobile Application
Role: UI/UX Design
Project Overview
The brief was to create an application for tablet and mobile showing weekly upcoming programming highlights for a suite satellite channels. Users can set notifications, watch trailers and browse seres and movie details such as casts and synopses. In addition includes a listing page of all highlights per day. and week.
NOMU Brands Products' Creative, Launch and Marketing
Role: Packaging Design, Digital Design, Art Direction, Retouching
Project Overview
During my time with NOMU Brands I designed and launched multiple products with their team. As the only Art Director and design professional on staff I developed and executed on the creative through the entire process from product conceptualisation with their in-house food science team, packaging design, product photography, content creation and product launch. Some of the highlights of these were spice collection ranges, promotional gifting ranges and a their Unsweetened Hot Chocolate.
