About Me
I'm a Creative Director who grows brands from niche to mainstream, telling the stories of those who live and work outdoors
My Skills Include:
Creative Vision
Conceptual Thinking
Creative Direction (Art)
Photography
Creating Community
Education:
Chicago Portfolio School
Design Program
Baylor University
BFA Studio Art, Graphic Design Emphasis
Experience:
Carhartt 2011-Current
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Creative Director, SR. Manager of Women's Storytelling
Nov 2022 - Present
-creative direct all Carhartt Women’s creative
-maintains Women’s as fastest growing portion of business for five years and counting
-continues women’s category growth to become a top tier business initiative for the first time in 136 years
-manages an internal team of designers, art directors, copywriters, photographers and producers
-manages agencies, production companies and freelancers
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Creative Director
Dec 2021 - Nov 2022
-creative directed Women’s and brand 360 campaigns
-creative directed Women’s voice, look and feel across digital
-maintained Women’s as fastest growing portion of business
-managed a team of designers, art directors, copywriters, photographers and producers
-creative directed all strategic brand partnerships
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Creative Lead of Women's
Jan 2020 - Dec 2021
-lead Women’s voice, look and feel across digital media
-helped women’s become the fastest growing portion of business across all of Carhartt
-art directed Women’s and brand 360 campaigns
-art directed all strategic brand partnerships
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SR. Art Director, Brand Photographer
Mar 2015 - Jan 2020
-lead Women’s voice, look and feel across digital media
-continued finding, photographing and writing about Carhartt Women for our website and social media
-passed on research and insights from women in the field, which influenced product design
-became the official brand flat lay photographer
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Art Director
Nov 2011 - Feb 2015
-first and only creative on Carhartt Women’s
-talent scouted women in blue collar jobs across the country
-photographed those women on the job
-wrote in-depth profiles on hundreds of women in the field
-launched a website dedicated to those hardworking women, sharing their stories with the world
-extended that content across social media platforms
Quote from my boss, Brian Bennett, VP Creative at Carhartt:
"Over 11 years ago I started at Carhartt. One of the first people I called to help us bring the Carhartt story to life was Jenn Martinez. Our mission with Jenn was simple. Let’s make friends of the brand and share their story.
So we sent Jenn (our little one-woman band) into cities and towns that had Carhartt owned stores. Her job was to research local Carhartt women, bring them to the store, give them $250 and let them shop. She then would go to their place of work, their studios, constructions sites, farms, ranches, etc.
Here she would get to know the women quite personally. Many she still calls friends. She would share their opinions with product, marketing and creative. She worked with well over 750 women over the last 11 years. She would film them, interview them, break bread with them, hold their kids, try their craft and tell their story on a blog - which is now on Instagram. I cannot even begin to tell you how many other brands have reached out to Jenn - asking for her to build the same world for them. Or in Duluth’s case - they flat out copied what Jenn was building.
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Her little organic project has now grown to over [52K] plus women who look at our page daily for inspiration, appreciation and Carhartt women’s gear in action. Jenn is one of the true pioneers who has helped bring the Carhartt women into our brand. She truly is the heart and soul of a grassroot effort to win woman over by highlighting their lives and Carhartt-ness.
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It’s not often you can bring in a triple threat level talent to a creative team or any team for that matter. Jenn is a creative force who can write, take photos and concept big ideas. My only hope is we pass her test. It’s now in our hands to act like the brand for women - that Jenn saw long before many of us."