TG Watkins Résumé 2024

Summary

I’m an agile designer & leader with over 15 years of experience driving business impact throughout the entire customer journey. In my role as Head of Design, I nurture a culture of collaboration, ideation, and design excellence rooted in data-driven insights, human-centered design, resulting in best-in-class user experiences.

Skills

Leadership; Product Strategy; User Interviews; Usability Testing; User Research; Competitive Analysis; Information Architecture; UX/UI, Card Sorting; Prototyping; Interaction Design; Design Spec; Agile Methodologies; QA/QC; Collaboration; Ideation/Concepting; Brand Strategy; Branding; Logo, VisID, ToV; Landing Page & Website Design; Social Content; Storyboarding; Creative Direction; Copywriting

Experience

Head of Design
Frontrunner Fantasy Sports
11/21 – Current

As the lead product designer, I utilized user experience (UI/UX) best practices to design multiple sports betting & fantasy products. Using both qualitative & quantitative data to research customer friction points for product optimizations leading to 300% growth in session time (63min avg), 525% growth in entries per week per user (21 avg), 65% 30-day retention (76% for all users), up from 56% after launch, avg wager size increase from 2k to 38k after adding gamification elements, 3.87M in it total wagered

Utilized Maze to run user interviews, usability tests & card sorting exercises to validate and optimize the product & new features at various steps

Developed the design system, and defined interaction design patterns and work flows in Notion, establishing conventions that would be used across all products

Led design reviews with cross-functional teams, created high-fidelity mock ups/prototypes for new features, and collaborated with engineers to ensure designs were implemented correctly.

Hired & managed a junior product designer who contributed to design process and team culture, helping to establish a strong design ethos

Built Frontrunner’s brand strategy, positioning statement & all assets including the logo, VisID, design system (UI) & investor materials which helped solidify 5 Million in funding

Led creative strategy & marketing efforts to develop and test various product hype videos, Spotify radio spots & influencer campaign tactics including the execution of social & digital assets. Community growth hit >30k Discord & >10k Twitter/X followers to date

Creative Director
T-Mobile
04/21 - 11/21

Oversaw art direction for social content and campaign development, collaborating directly with talent, creators, brand partners, producers, photographers, and directors from pre-production through to post and delivery

Led efforts on T-Mobile’s #5GRoadTrip influencer campaign including; ideation, vehicle wrap & social content. The campaign resulted in over 100M impressions

Quickly capitalized on Reese’s partnership for Halloween with a campaign that transforms a Brooklyn Apt into the ultimate 5G treat

Creative Director
Duvel USA
09/20 - 04/21

Oversaw the creation of the OMG Series (7 beers) & implementation of the brand across all POS (point of sale), video content, & social content. The OMG Series saw a staggering 600% growth in Q1 of 2021, accounting for half of Brewery Ommegang’s revenue

3 Neon Rainbows Packaging Awards: Best-Looking Can Design in America by Ceros Inspire ​ (2021)

Head of Design
Web.com
05/14 - 03/20

Built 15-person global team of UX designers, researchers, copywriters, product designers & art directors who developed creative strategies & product optimizations that enabled small to
medium-sized businesses to achieve digital marketing success

Dramatically increased CX (82% engagement & 700% increase in session time) while achieving 17% y-o-y revenue growth by redesigning Web.com for Enterprise product

Oversaw the build of Web.com’s proprietary design system “Designcraft”

Directed yodle & Web.com brand refreshes & CX enhancements including the consolidation of the Lighthouse brands, products & marketing materials into a unified visual system

Collaborated with external agencies in promoting the brand stories & messaging upon which creative briefs were built

Executed “What’s Your Moment?” campaign for PGA that garnered >45K video views within 30 seconds, >15K web visitors & 2K product launch videos

Creative Director
360i
05/13 - 05/14

Led 10-person team of art directors & copywriters to develop social media & digital marketing campaigns 

Exceeded benchmarks for engagement on Twitter by 73% (>193K), #1 “most mentioned” brand & nationwide trending topic for the day for Subway National Sandwich Day campaign

Clients included; Subway, Enterprise, National, Alamo Rent-A-Car, Clinique & Nestlé Pure Life

Associate Creative Director
VMLY&R
05/12 - 05/13

Managed 5-person team to produce digital & social media campaign initiatives

Created award-winning content for 30-minute interactive Times-Square digital billboard for
Y&R’s 90th anniversary

Clients included; Revlon, EY, Hillshire Farms, & Ballpark Franks

Associate Creative Director
Red Fuse
01/10 - 05/12

Managed 4-person team to conceptualize & produce 360 digital, print & TV advertising campaigns, as well as website development & social media activations for Colgate-Palmolive (27 brands)

Led digital launch of Colgate’s Optic White product, repositioning it as a beauty product that became its largest generator of revenue that year

SR Art Director
VML
01/04 - 01/10

Oversaw website redesigns & digital campaigns

Clients included; Ford, XBOX, Dannon  & Goldman Sachs

Education

1998 – 2002
B.F.A. Visual Communications, Graphic Design
College of Fine Arts, University of Kansas