Chris Herrmann
Senior Art Director & Designer | Visual Design Systems, E-commerce & Brand Campaigns
18 yrs experience · San Jose, CA · 20-30 hrs/week
About
Art Director & Designer with extensive experience leading visual design for major retail brands. Hands-on design expert in campaigns, marketing initiatives, and digital experiences—turning strategy into creative for improved engagement, performance, and design-system scalability. Experienced mentoring and leading teams, with strong command of visual identity, design systems, and AI-assisted design workflows.
Skills
Experience
- Senior Art Director · Kohl’s08-01-2015 – 02-01-2025
• Led an enterprise design system supporting 400 designers and developers, improving consistency, scalability, and efficiency across teams and channels. • Spearheaded visual design for e-commerce flows (product page, cart, checkout), delivering shareable prototypes for pre-development testing that improved user engagement and performance. • Mentored a remote design team of 5, overseeing brand campaigns, concept development, and digital experiences across multiple touchpoints. • Art directed and designed online advertorial buying guides in partnership with the copy team, aligning voice and visuals to generate over 2 million impressions. • Designed homepage concepts, balancing seasonal campaigns, product launches, and promotional content across dynamic modules serving millions of visitors. • Re-designed the customer support site, improving content structure, navigation, and visual consistency; lifted page views by 20%.
- Design Mentor · Dribbble06-01-2022 – 06-01-2024
• Mentored designers across multiple cohorts through weekly sessions, hands-on activities, and design critique. • Led discussions focused on visual hierarchy, craft, and execution quality. • Shared practical industry experience to help designers grow and prepare for real-world creative roles.
Education
- Not specifiedA.S., Graphic Design
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