This document is a resume for Michelle Morales, a marketing and design professional. Over her career, Morales has held roles including Group Creative Director and Senior Art Director. She has extensive experience in brand positioning, digital design, package design, and multi-cultural marketing. Some of her past clients include Alberto Culver, Keebler, Kellogg, Jelly Belly Candy Company, and Kraft.

1. moralesmarketingdesign.com
MICHELLE MORALES
133 patrick Ave. / Willow Springs, IL 60480
708.704.2306
mich_morales@att.net
SUMMARY Seeing great work inspires me and can be found in unlikely places. From the strong industrial design
of Caterpillar (it’s like Helvetica on giant tires) to the refined beauty of Method. If you know me, add-on
Sponge Bob. Over the years I’ve worked on CPG, candy, financial, housewares and QSR. I commit
myself to the teams I lead and the brands we build. I will noodle a thought, run the mouse, shake up
some pixels and carve some board, a what-ever it takes kind of creative.
SPECIALTIES Brand positioning, shopper marketing, cross-channel activating, promotion, digital design,
package design, and multi-cultural marketing
EXPERIENCE Launch Creative Marketing / Group Creative Director / 2001 – 2010
Brands: Alberto Culver, Bernina, ConAgra Foods, EPSON, Jelly Belly Candy Company, Keebler,
Kellogg, Mentos, Sanford Brands, Sara Lee, Tootsie Roll, World Kitchen
Over a nine year journey I went from a Senior Art Director working like the great Oz behind the curtain
to a Group Creative Director. I co-developed three core agency capabilities: digital, in-store marketing
and promotion. I co-led new business pitches making the win of Sara Lee a very good day and
winning back Kellogg a grrrrreat day. I’ve worked on some pretty cool power house consumer brands
like Keebler and Healthy Choice and sweet ones too, Jelly Belly and Mentos (I offer geyser training
upon request). I love what I do and watch the P&L to bring success to both agency and client.
Select accomplishments:
• Developed in-store permanent and temporary solutions for Alberto Culver Specialty Brands,
Black and Decker, ConAgra, Kellogg and Keebler brands from seasonal lobby displays and
innovative display programs to resetting POGs in aisle with directional, education and
inspirational signage
• Analyzed industry trends / competitive landscape and developed retail programs for: Bakers,
Giant Eagle, Kroger, Super Valu, Walmart and Walgreens
• Senior creative responsible for bringing the agency two high level awards: Gold Reggie for
Bernina USA and International Reggie for Jelly Belly executed in five countries
• Designed and executed the agencies first large scale promotion with Jelly Belly’s Mystery Flavor
Game. Inserted “mystery” flavored jelly beans in the every bag. Incorporated microsite to shelf
signage to Target specific executions.
• Manage creative group of print and digital art directors, copywriters plus sourcing freelance and
vendor support to meet needs and execute the vision
• Developed agency brand: two website launches, in-store marketing strategy and theory, client
facing materials and internal forms

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• Led the development of package design for lead brands plus gave back to a non-profit
organization designing nutrition supplements for children in Africa
– New product innovation, form development and package design for Alberto Culver
Mrs. Dash Grinders, International Flavors, Organic, Latino Flavors and Seasoning Mixes.
– Led team in development of package design for new Keebler brand product with licensed
“Scooby-Doo Baked Cheddar Snack Crackers” – included promotional back panel tie-in
with Cartoon Network
Frankel / Senior Art Director / 1999 – 2001
Brands: Kraft, Frito Lay, Pepsi
Developed concepts and designs for promotions and merchandising for major consumer packaged
goods accounts. Creative team co-management from concept through final production.
Select accomplishments:
• Designed and executed the first ever cash-in-the bag promotion with Frito-Lay’s Magic in
the Bag Disney tie-in. Snack eaters took home a prize everytime from actual cash to free product
coupons to disney trading cards
• Designed and executed six seasonal retail theater programs for Frito-Lay that incorporated
everything from shelf signage to floor spectaculars to Walmart-specific executions.
• Utilized energetic graphics and stock images to develop a low-budget Frito-Lay NCAA/ESPN
March Madness program. This was recognized agency wide as a financial success and took
home my favorite award, a Buddy.
FCB/IMPACT Communications Group / Art Director / 1994 – 1999
Conceptual thinking, project management and art direction for promotional campaigns,
POS, merchandising, collateral and sales materials. Clients ranged from banks to CPG to QSR
Select accomplishments:
• Developed Oscar Mayer continuity program highlighting the Wienermoble.
• Concepted and designed a series of in-pack newsletters for Equal – full of recipes, usage
ideas, heath tips and offers – Fun to write challenging to design 4”x16” of content.
Morales Design / Design Consultant / 1990 – 1994
Offered design and illustration to agencies and design studios for consumer and B2B programs.
AWARDS Recognized with over 25 awards from Reggies, POPAI, ISMI, Mobius and various digital awards plus
judge for ISMI and POPAI
AFFILIATIONS POPAI, In-Store Marketing Institute, Women In POP
THE BEGINNING Academy of Art – San Francisco