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Lauren Hayes

@laurenhayes

Message

I lead packaging, brand identity, and creative strategy for consumer brands from concept to shelf.

United States

Message

What I'm looking for

I'm looking to lead brand and packaging work that turns business objectives and consumer needs into distinctive experiences, while partnering cross-functionally and mentoring emerging creative talent.

At PepsiCo PFNA, I lead design thinking for packaging and brand objectives, contributing to redesigns, restages, experiential activations, LTO packaging, and PR kits. I translate brand strategy into cohesive visual experiences from early concepting through commercialization.

Previously, I led 360 multidisciplinary campaigns at SRW Agency for brands including Vital Proteins, Simple Mills, Kite Hill, and Good Culture, while managing and mentoring designers. I bring 11+ years of consumer brand experience across CPG, packaging, visual systems, and creative strategy.

Experience

Work history, roles, and key accomplishments

Current

Brand Design Manager

Current

PepsiCo PFNA

Lead design thinking across packaging and brand objectives, contributing to high-profile initiatives including brand redesigns, restages, experiential activations, and LTO packaging. Drive concepting and design development from early-stage thinking through commercialization, partnering cross-functionally with marketing, innovation, and insights.

Design Thinking Packaging Design Brand Identity Creative Strategy Art Direction Concept Development CPG Mentorship

Creative Director

SRW Agency

Jan 2016 - Jan 2021 (5 years)

Led creative vision and 360 multidisciplinary campaigns across agency clients, balancing creative ambition with business objectives. Managed a group of approximately 10 designers and production resources, mentored creative talent, and built brand identities and visual systems from the ground up.

Creative Direction Campaign Management Brand Identity Vision Systems Mentorship Client Management Art Direction Packaging Design Digital OOH Social Media

Associate Brand Design Manager

PepsiCo PFNA

Jan 2021 - Present (5 years 8 months)

Supported brand design initiatives across packaging and brand identity, contributing to the development of cohesive visual experiences. Collaborated with cross-functional teams to translate brand strategy into packaging and visual design.

Packaging Design Brand Identity Creative Strategy Art Direction CPG Collaboration