Yaga Kielb

About

Visionary Creative Director with 17+ years leading high-performing teams across global brand, digital, and product experiences. Builds creative departments from the ground up, translating complex brand strategy into compelling visual systems and measurable business results across every channel. Hands-on leader elevating both the work and the people, fluent in the intersection of human creativity and emerging AI-powered workflows.

Experience

• Creative Director · Merrithew International Inc.2019

  Lead the global in-house creative department across brand, marketing, product, and partner channels for an internationally recognized wellness and Pilates equipment company. • Refreshed and codified the full Merrithew brand book, elevating visual and strategic consistency across the Merrithew umbrella of brands. • Launched Merrithew Connect™, the company‘s B2C proprietary streaming platform, and Merrithew Move™, a B2B digital pod-driven fitness platform for health clubs, overseeing end-to-end brand, UX, and content direction for both. • Launched STOTT PILATES® Studio, a flagship physical Pilates training space in Toronto, including full environment branding, and directed the end-to-end design and launch of its accompanying website and booking app. • Directed and produced all product and lifestyle photo and video shoots, including creative concepting, location scouting, casting, and post-production oversight. • Led and mentored a team of 5 in-house creatives plus an extended network of freelance contractors and agencies. • Integrated AI-powered tools into creative production workflows, accelerating concepting and iteration cycles while elevating overall output quality.

• Creative Lead · Limelight Platform2018 – 2019

  • Directed full brand strategy and redesign across digital content, print, website, and advertising for an emerging tech platform. • Led UX/UI design direction for the Limelight platform and its full marketing ecosystem. • Managed a cross-functional team of designers, content strategists, and freelance resources.

• Creative Director · Viva Naturals2017 – 2018

  • Oversaw brand consistency and creative direction across all consumer touchpoints for a high-growth wellness brand. • Launched 20+ products with refreshed branding, packaging design, and retail-ready creative. • Led creative strategy for Amazon marketplace optimization, social content, and performance marketing. • Directed full e-commerce website redesign, improving brand cohesion and conversion experience.

• Senior Art Director · Sapient Razorfish2016 – 2017

  • Led and launched responsive website redesigns for Hyundai Canada, Atlantic Lottery, and award-winning Jeep.com. • Managed a team of 8 designers from brief through launch.

• Associate Creative Director · Olson2015 – 2016

  • Led creative direction for Aldo‘s loyalty rebrand and the award-winning Boston Pizza MyBP loyalty program and app. • Managed integrated teams of designers and copywriters across simultaneous workstreams.

• Art Director · Olson2013 – 2015

  • Led the award-winning SecondCup.com responsive website redesign. • Directed the full Delta Hotels brand and digital ecosystem, delivering refreshed brand guidelines, a new consumer website with integrated booking engine, national loyalty program, and integrated campaigns across channels. • Contributed creative leadership to multiple successful new-business pitches, helping grow the agency’s client roster. • Managed a team of 3-6 designers from brief through launch.

• Senior Designer · Sapient Nitro2011 – 2013

  • Led design for the award-winning Jeep.com responsive website redesign. • Directed Harley-Davidson’s responsive website redesign. • Led the creative for Chrysler umbrella brands global digital campaigns.

• Designer · Timex Canada2009 – 2011

  • Led design across packaging, retail displays, national campaigns, and digital assets for Timex, Guess, Marc Ecko, and Nautica watch brands.

Education

• Humber CollegeDiploma, Graphic Design
• University of WarsawMaster of Arts
• Collegium VarsovienseBachelor of Arts
• GoogleDigital Marketing

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