Fred Machuca

Largest ecommerce retailer of ink, toner, and office supplies in the United States. Drove creative direction and design strategy. Managed the in-house studio consisted of 12 - web and graphic designers, UX designers, production artists, photographers, and videographers. Successfully executed the creative strategy for all digital marketing channels, both paid and organic. Responsibilities included oversight of multiple ecommerce websites, optimization of functions, UX/UI design and testing. Applied a data-driven design approach to seasonal marketing campaigns - emails, landing pages, banners, and social media that reached markets in the U.S., Canada, and Europe. Planned and art directed photoshoots for both product imagery and office-lifestyle content. Results of my actions contributed to yearly revenue of $95M, the expansion of the new wholesale B2B division, and the success of multiple product launches and website acquisitions.

A global footwear brand focused on fashion, lifestyle, and performance categories. Currently the third-largest footwear brand. ]Oversaw the in-house design department that defined the creative vision for the entire Skechers brand. Responsible for multiple product divisions and sub-brands (women, men, kids), over 250 retail stores, the ecommerce website with yearly sales of 80M, and international partners and distributors across the Americas, Europe, Asia, and Australia. Planned quarterly goals and budgets with cross-functional teams, reviewed daily operations, and workflows. Hired staff and worked with external vendors and freelancers. Consistently met deadlines and objectives while juggling multiple, large scale projects in a fast-paced complex environment. Managed the internal team of 20, consisting of project managers, art directors, graphic designers, web designers, production designers. Worked with external resources, photographers, and freelancers. Supported Skechers in triple revenue growth from $600M to $1.8B in 10 years.

Men’s apparel graphics, labeling, packaging, and sales collateral for the surf, skate market. Developed direction of season lines, presented to retail partners, and pitched new concepts. R&D travel for market research and trend forecasting. Lead creative content strategy meetings, supported product teams with graphics and related assets. Collaborated with external marketing agencies on campaigns and advertising.

Lead designer / graphic designer for the apparel team. Developed and executed packaging, labels, and graphic imagery for all apparel focused on action sports, music, and street culture. Supported footwear teams with visual assets, patterns, and various creative content. Oversaw apparel licensing for skate and snow. Presented direction and concepts to internal teams after extensive research trips. Forecast future winning designs, reviewed with buyers and wholesalers, and tested for increased orders and sell-through rates.

Hired to create the in-house art department focused on developing graphics for licensed skate, surf, and snow brands. This included creative assets and graphic direction for t-shirts, tops, boardshorts, and bottoms. Role included managing and building a team that consisted of graphic designers, illustrators, and production artists. Pitched ideas and presented seasonal lines to corporate and licensing partners

Managed all branding and graphic direction. Created iconic logomarks and graphics. Worked with apparel designers to build strategy and create new concepts for our fashion-forward customers. Setup workflow and creative process for a team of 20 consisting of graphic designers, illustrators, graffiti artists, and production artists. Worked collaboratively with the newly created web team providing online content. During my tenure, we experienced massive growth and recognition in the fashion industry. Quadruple revenue growth from $40M to $180M in three years.