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Ellyn Minnick

@ellynminnick

Message

I build high-impact CPG brands through creative strategy, packaging, and integrated campaigns.

United States

Message

What I'm looking for

I'm open to remote and hybrid opportunities where I can lead brand and creative strategy, build integrated CPG campaigns, guide multidisciplinary teams, and turn design systems into measurable business growth.

At General Mills, I drive 360-degree creative campaigns for Blue Buffalo, delivering 685M+ impressions while building cohesive brand identity across digital, print, retail, video, display, and social. I also led Good Measure’s packaging overhaul, doubling on-shelf recognition and contributing to 100% brand-awareness growth.

I’ve shaped global brand architecture and integrated campaigns for COOLA Suncare, Bare Republic, Folgers, Dunkin’, Wrigley, Huggies, and Meijer. I bring brand strategy, packaging, consumer insight, and hands-on creative leadership together to build scalable visual systems that drive commercial growth.

Experience

Work history, roles, and key accomplishments

Current

Art Director

Current

General Mills

Oct 2024 - Present (1 year 11 months)

Drive 360-degree creative campaigns for the Blue Buffalo portfolio, delivering 685M+ impressions and measurable consumer engagement. Direct multidisciplinary teams to build a cohesive visual identity across digital, print, and retail environments.

Creative Direction Campaign Development Brand Identity Visual Storytelling Integrated Marketing Team Leadership Asset Optimization

Design Manager

General Mills

Mar 2022 - Oct 2024 (2 years 7 months)

Guided creative strategy for Good Measure™, a startup CPG brand, and spearheaded a packaging overhaul that doubled on-shelf recognition and drove a 100% surge in brand awareness. Oversaw agency partners and internal teams to scale the visual identity system.

Creative Strategy Brand Positioning CPG Agency Management Visual Identity

Design Director

COOLA Suncare

Oct 2020 - Feb 2022 (1 year 4 months)

Directed global creative vision and brand architecture for COOLA and Bare Republic, modernizing the consumer experience. Oversaw integrated campaigns across traditional, digital, and experiential channels, shifting the team from tactical execution to high-impact storytelling.

Creative Direction Brand Architecture Integrated Marketing Stakeholder Management Campaign Development

Senior Designer

COOLA Suncare

Sep 2019 - Oct 2020 (1 year 1 month)

Drove brand evolution and future-focused positioning for COOLA and Bare Republic, raising visual equity across global portfolios. Managed print and digital projects while mentoring junior designers to foster a collaborative creative culture.

Brand Evolution Print Design Digital Design Mentorship Design Systems

Senior Designer

Kaleidoscope Design

Apr 2019 - Aug 2019 (4 months)

Developed high-impact design concepts and visual strategies for major consumer portfolios, managing execution from brief to final consumer experience. Managed end-to-end agency projects and mentored junior designers.

Design Strategy Project Management Mentorship Design Execution

Designer

Kaleidoscope Design

May 2017 - Apr 2019 (1 year 11 months)

Applied strategic design thinking to legacy and emerging consumer brands, directing insight-driven projects from concept to execution. Facilitated client presentations and managed technical production workflows and mass-market printing standards.

Strategic Design Client Presentations Technical Production Consumer Products

Designer

Coho Creative

Oct 2014 - Apr 2017 (2 years 6 months)

Designed brand identities and comprehensive packaging systems, guiding projects from ideation to final technical production. Translated consumer insights and business goals into actionable design strategies aligned with client objectives.

Brand Identity Packaging Systems Consumer Insights Design Strategy Technical Production

Design Intern

McDonald's Corp.

Jan 2013 - Dec 2013 (11 months)

Developed graphic concepts for national restaurant interiors in partnership with the US Restaurant Design and Retail Interiors team, translating brand strategy into physical, spatial experiences.

Graphic Design Spatial Design Brand Strategy