Alana Malcolm

Brand Designer

Creative & Brand Strategist

Operations Manager

ON, CA

Creative Direction

Cross-functional collaboration

Strategic Planning

Adobe Creative Cloud

Figma

Klaviyo

Shopify

Google Analytics

Available for hire fromNegotiable

Brand Designer + Art Director | Brand Identity, Growth & Visual Storytelling

Creative leader with 10+ years of experience growing high-performing brands through art direction, campaign concepts, and strategic storytelling. Combines customer psychology, commercial strategy, and brand narrative to drive measurable growth across D2C, B2B, and SaaS brands, with proven ability to lead teams, scale operations, and pair strong brand systems with performance-driven experimentation.

Projects

Repositioning a heritage watch brand for direct to consumer growth.

Success Stats | 12 month testing period: +146% YoY Contribution 4.0 x Mer 30%+ Increase in email & sms contribution 240+ Creatives tested Client: Jack Mason, a men’s watch brand with strong wholesale roots, growing through retail partnerships such as Nordstrom. As the brand entered a new growth phase, it needed stronger premium positioning and a scalable direct-to-consumer ecommerce engine. Challange: The brand struggled to grow ecommerce sales profitably due to underutilized retention channels, underperforming ad campaigns, and the absence of a clear marketing strategy during this transition. Critical Pain Points: - Crowded watch category - Lower-cost competitors - Expensive paid acquisition - Customer trust tied to product pricing The Approach: To drive profitable growth, I restructured paid media, scaled email and SMS revenue, refreshed creative strategy, and repositioned the brand for stronger demand and product sales across three key focus areas: 1) Premium Repositioning Elevate brand perception and justify the premium price point. 2) Paid Growth Engine Rebuild customer acquisition through testing, optimization, and performance-driven creative. 3) Retention Revenue Scale email and SMS contribution to improve blended efficiency and customer lifetime value.See More

Audit: Restructuring Creative Operations

Success Stats: +40% increase in creative output capacity ~30–40% Reduction in production turnaround time -20–30% Reduction in revision and pipeline cycles Summary: I don’t just audit creative—I embed across departments to understand how teams actually work together. I map interdepartmental workflows, rebuild systems to optimize for growth and performance, and future-proof efforts by training key stakeholders. Clients: DTC and ecommerce brands, as well as agencies, with established creative teams but inefficient internal systems. Challenge: Creative teams were delivering output, but without clear systems, performance frameworks, or cross-functional alignment. This led to bottlenecks, inconsistent quality, rising production costs, and missed performance opportunities across paid and lifecycle channels. Critical Pain Points: - Fragmented workflows across departments - Lack of visibility into performance and creative effectiveness - Redundant production processes increasing overhead costs - Inefficient use of internal teams/external resources - No structured approach to testing, iteration, or scaling The Approach: Stepping in as a fractional creative operations lead, I embedded within both in-house and agency teams to audit existing systems, identify operational gaps, and rebuild processes that improved efficiency, reduced overhead, and aligned creative output with business performance. 1) Operational Audit & Cost Optimization Audited workflows, resourcing, and production to remove inefficiencies, reduce overhead, and improve output quality. 2) Creative Systems & Workflow Rebuilt end-to-end operations from intake to delivery, creating scalable systems that increased efficiency and consistency. 3) Cross-Functional Integration Aligned creative with marketing and leadership through clear processes, shared KPIs, and streamlined decision-making.See More

Work History

Fractional Creative & Growth Lead

AM Creative (Independent Consultant)● Provide interim leadership during growth periods, guiding teams and stabilizing operations. ● Direct brand direction to strengthen differentiation, messaging, and conversion efficiency. ● Audit websites, funnels, and lifecycle programs to uncover growth opportunities. ● Build onboarding and operating processes that improve accountability and reduce overhead. ● Implement AI-assisted workflows that cut turnaround times by up to 40%. ● Lead design and UX improvements for Doorway Technologies, supporting a $1.3M raise.

Creative Director & Department Head

Porter MediaSep 2020 - Sep 2024 • 4 yrs 1 mo● Directed creative operations for 20+ accounts, leading a 10+ person team delivering 80+ monthly assets across paid, lifecycle, and CRM. ● Led retention campaign initiatives and brand storytelling that drove 30%+ of total revenue. ● Built and mentored a high-performing art department with hiring pipelines, training systems, and quality benchmarks. ● Rebuilt production workflows that increased speed, output, and brand consistency. ● Standardized creative frameworks and visual systems to strengthen branding across accounts. ● Owned final design approvals, ensuring quality and conversion readiness. ● Partnered with the founder to translate business goals into scalable campaigns and testing frameworks.

Senior Creative Developer

Creatively ContentSep 2018 - Sep 2020 • 2 yrs 1 mo● Collaborated with the VP of Marketing for Electrolux (USA) on branding and creative initiatives for commercial client accounts. ● Developed brand identities, logos, and promotional assets for Electroluxʼs commercial partners. ● Produced trade show collateral, product videos, and industrial print materials.

Marketing Manager (Contract)

Wyndham Hotels & ResortsAug 2017 - Sep 2018 • 1 yr 2 mos● Oversaw localized marketing initiatives driving occupancy growth and brand visibility. ● Produced in-house creatives and promotions to boost guest engagement across key touchpoints. ● Supported integrated digital marketing efforts across web, email, and social channels.

Education

Canadore College

Advertising & Marketing Communications2013 - 2015

LaSalle College

DEC Arts & Culture2010 - 2012

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