Senior Creative Director · Available Now
Building impactful brands that do more than “look pretty” · Consumer goods, health, entertainment, tech
Registered at Babylist
Business-minded Creative Director with nearly 20 years building brands that are impactful, efficient, and effective, not just beautiful.
I've worked across consumer goods, entertainment, e-commerce, women's health, nonprofit, and tech, including time at Viacom, Amazon/Quidsi (diapers.com, soap.com), Kenvue (Versalie), and Yext. I hold a Master's in business alongside my design background, which means creative decisions in my world connect to business objectives, not just aesthetic ones. I'm as happy getting my hands dirty in production as I am defining brand strategy with the C-suite.
I'm also a mom. Babylist has been part of my life as a customer, not just as a brand I admire from the outside. I know exactly what it feels like to stare down a registry and need someone to cut through the noise. The work Babylist does at that moment in people's lives matters, and I want to help take it further. I would pour everything into helping Babylist win the next chapter.
Full-arc brand work, from positioning and identity through rebrands, refreshes, and evolutions. Not just a style guide that lives in a drive but a system the whole company can actually use. Knows the difference between the two and which one actually protects the brand.
Built Versalie's brand from near zero in a category with no established playbook. Led visual and strategic evolution at Yext through a major brand refresh. Art directed the umbrella brand for Paramount (Viacom) at a global scale.
A track record of turning brand systems into tools other people can actually use, so the creative team stops being a gatekeeper and starts being a multiplier. Built for scale: modular, teachable, and ready to be fed into an AI brand brain that lets teams ship on-brand without a manual approval queue.
Built Yext's brand enablement program from scratch: a brand portal, modular templates, and onboarding resources so regional teams, agencies, and partners could create on-brand work independently.
The big idea that carries across channels without losing the thread. Tentpole moments, cultural calendars, and the kind of creative that earns attention paid alone can't buy. Leads from concept through execution and knows what it takes to make work land at scale.
Led "Are You a Yext?" — a 90s-style video campaign that outperformed benchmarks across every channel and became one of the brand's most recognized moments. Campaign concepting and execution across entertainment, tech, and consumer brands for 20 years. Campaigns range in scale from the largest in a company's history to a scrappy effort with a couple hundred dollar budget. A successful campaign doesn't mean spending big, and an open mindset to what "campaign" even means is always required.
Equally comfortable in a production brief and a C-suite strategy session. Doesn't outsource the work and then show up for the presentation. Knows what a shoot takes, what a script needs, what a deadline actually means, and what "on brand" looks like in practice.
Sole creative lead at Versalie, running everything from production to brand audits and brand architecture with minimal freelance support. Global CD at Yext managing large-scale campaigns, everyday creative projects, and team growth.
Built a career on breaking down the wall between creative and everyone else. Not a service function waiting for a brief. A strategic partner who shows up early, asks questions first, and brings product, engineering, and marketing along rather than handing them output at the end.
At Yext, embedded creative into marketing, GTM strategy, product launches, and sales enablement as a real partner, not a downstream executor. We went from being a bottleneck to being consultative and collaborative.
Ideating and maintaining brand integrity across brand partnerships, retail activations, and sponsored content. Balanced the goals and brand requirements from all sides to produce something everyone is proud of.
Led co-branded campaigns and partner content at Amazon/Quidsi and Kenvue, managing brand-to-brand relationships from brief through execution.
Uses AI every day to move faster, think sharper, and do more with a lean team. Image generation, copy iteration, workflow automation, brand system documentation. Stays ahead of what's possible, not just what's current. (This page was built with AI, for the record.)
Actively integrating AI across creative workflow. Have used it to accelerate brand research, generate concept variations, prototype brand systems, and build tools like this one.
Makes creative feel like it belongs to everyone, not a separate kingdom to navigate. Builds real working relationships across product, engineering, marketing, and the C-suite. Shows up with questions, not decks.
At Yext, partnered across product, sales, and marketing as a strategic equal. At Versalie, ran every stakeholder relationship solo as the only creative in the room.
Asks a lot of questions before touching anything. Immerses in the category, the audience, and the business before opening a single file. The work before the work, which is why the actual work tends to land.
Entered the menopause space cold and built a brand grounded in real audience insight. Same approach in entertainment, tech, e-commerce, and everywhere else since.
I have worked in and around the baby, mom, and women's spaces at multiple points in my career. From diapers.com (Amazon/Quidsi) early in my career to building Versalie, a women's health brand at Kenvue, the throughline is brands that show up for people at personal, high-stakes moments in their lives. That's exactly what Babylist does.
And I'm a mom. I have used a Babylist registry for myself and other friends and family. I know what it feels like to need a brand at one of the most emotional and pivotal times in your life. The best creative for Babylist won't just come from someone who studied the audience. It will come from someone who is the audience, who has been in these adjacent spaces professionally, and who would work their butt off to help this brand win its next chapter.
diapers.com / soap.com (Amazon/Quidsi) → Versalie (Kenvue, women's health) → here.
Every item on this list is in stock, backed by real work, and ready to ship. No assembly required. Batteries not included, but energy definitely is.
I'd love to talk about what Babylist is building at this next chapter.
alexandraf.com · alexandrafels@gmail.com