RACHAEL HERB-NETERER
Art Director | Ad Marketer | Creative Strategist | Digital, Growth & Performance Marketing | Mobile Gaming | 10+ Years in Tech & Gaming | 5+ years leading internal teams
Art Director | Ad Marketer | Creative Strategist | Digital, Growth & Performance Marketing | Mobile Gaming | 10+ Years in Tech & Gaming | 5+ years leading internal teams
CONTACT INFORMATION
rneterer@gmail.com | 503-475-4093
https://www.linkedin.com/in/rachaelherbneterer/ | https://rainyisle.com/
rneterer@gmail.com | 503-475-4093
https://www.linkedin.com/in/rachaelherbneterer/ | https://rainyisle.com/
PROFESSIONAL SUMMARY
I'm an art director and creative strategist with 19 years of experience translating creative ideas into measurable visual campaigns, with a decade dedicated to marketing in the mobile gaming industry. My approach blends a solid foundation in market research, current user acquisition creative trends; all while strategically tailored to meet the marketing goals of individual clients.
I'm an art director and creative strategist with 19 years of experience translating creative ideas into measurable visual campaigns, with a decade dedicated to marketing in the mobile gaming industry. My approach blends a solid foundation in market research, current user acquisition creative trends; all while strategically tailored to meet the marketing goals of individual clients.
WORK EXPERIENCE
Art Director (remote)
Upptic Jan. 2023 - Present
Upptic Jan. 2023 - Present
- Directed paid UA (user acquisition) creative strategy for marketing campaigns on high touch client accounts with ad spend of 6 to 7 figures per month; including mobile game titles such as Hearthstone, Diablo Immortal, Disney Mirrorverse, How to Train Your Dragon, Jurassic World Alive, Jurassic World the Game and BitLife.
- Understand and interpret performance data to analyze trends and insights to inform performance-driven creative direction across networks (Tiktok, Facebook, Google, AppLovin, Moloco, Unity) to increase ROAS. (return on ad spend)
- Ensured consistent creative implementation across high-profile IPs, including Disney, Blizzard, and Universal, by building aligned feedback cycles and documenting creative approval workflow.
- Provide mentorship and training to an internal team of 7 junior designers and 5 freelance actors/influencers, as well as support management of a global contractor network of 6 to 8 designers at any given time.
- Understand and interpret performance data to analyze trends and insights to inform performance-driven creative direction across networks (Tiktok, Facebook, Google, AppLovin, Moloco, Unity) to increase ROAS. (return on ad spend)
- Ensured consistent creative implementation across high-profile IPs, including Disney, Blizzard, and Universal, by building aligned feedback cycles and documenting creative approval workflow.
- Provide mentorship and training to an internal team of 7 junior designers and 5 freelance actors/influencers, as well as support management of a global contractor network of 6 to 8 designers at any given time.
Sr. Visual Designer (remote)
Upptic May 2020 - Dec. 2022
Upptic May 2020 - Dec. 2022
- Produced high-performing video and static ad campaigns utilizing data-driven insights resulting in increased ROAS (return on ad spend), CTR (click-through rate) and improved user retention for mobile gaming clients.
- Developed internal design systems; including reusable templates, style guides and asset libraries, reducing overall initial pre-production time from 10 - 15% and increasing team consistency and output.
- Source and instruct on screen talent in best practices for UGC (user generated content) in paid marketing videos.
- Assist with production to animate and design content for paid marketing social campaigns.
- Developed internal design systems; including reusable templates, style guides and asset libraries, reducing overall initial pre-production time from 10 - 15% and increasing team consistency and output.
- Source and instruct on screen talent in best practices for UGC (user generated content) in paid marketing videos.
- Assist with production to animate and design content for paid marketing social campaigns.
Motion Graphics Designer II (Redmond, WA.)
Allytics Jun. 2019 - Jan. 2020
Allytics Jun. 2019 - Jan. 2020
- Translated complex technical concepts into clear, engaging animated explainer motion graphic video content for large-scale technology clients including Microsoft, AWS and Citrix.
- Executed end-to-end creative development - including 2D motion graphics, whiteboarding, conceptual ideation, illustration, effects animation and storyboarding all while using the latest Adobe Creative software tools to deliver polished, on-brand visual assets.
- Interpret client feedback into actionable edits for designers.
- Executed end-to-end creative development - including 2D motion graphics, whiteboarding, conceptual ideation, illustration, effects animation and storyboarding all while using the latest Adobe Creative software tools to deliver polished, on-brand visual assets.
- Interpret client feedback into actionable edits for designers.
Visual Designer (San Francisco, CA.)
AppLovin Aug. 2014 - Mar. 2018
AppLovin Aug. 2014 - Mar. 2018
- Designed, animated, and illustrated hundreds of high-converting mobile ad creatives using industry standard Adobe software, boosting user acquisition and ad revenue across mobile gaming and ecommerce clients.
- Illustrated custom game assets when client-provided materials were unavailable, tailored to align seamlessly with each client's established visual branding for use in video and image advertisements.
- Captured game footage highlighting key gameplay mechanics for use in advertising materials.
- Animated and delivered 1 net new video concept every 4 days, including 8 variations for 3-4 ad networks on a weekly production schedule, all the while maintaining high standards of quality and meeting tight weekly deadlines.
- Illustrated custom game assets when client-provided materials were unavailable, tailored to align seamlessly with each client's established visual branding for use in video and image advertisements.
- Captured game footage highlighting key gameplay mechanics for use in advertising materials.
- Animated and delivered 1 net new video concept every 4 days, including 8 variations for 3-4 ad networks on a weekly production schedule, all the while maintaining high standards of quality and meeting tight weekly deadlines.
Graphic Designer II (Portland, OR.)
Knowledge Universe Sept. 2011 - Apr. 2013
Knowledge Universe Sept. 2011 - Apr. 2013
- Collaborate with SMEs (subject matter experts) on early childhood education and safety topics to build internal training materials.
- Illustrated environments, characters and stories for 9 B2B elearning courses, tailored to educators across the United States.
- Created custom user interfaces and layouts for elearning modules.
- Developed printed materials; including infographics, job aides, flyers, instructional posters, and teaching handouts, consistently delivering high-quality designs on tight turnaround schedules to support internal B2B teams.
- Illustrated environments, characters and stories for 9 B2B elearning courses, tailored to educators across the United States.
- Created custom user interfaces and layouts for elearning modules.
- Developed printed materials; including infographics, job aides, flyers, instructional posters, and teaching handouts, consistently delivering high-quality designs on tight turnaround schedules to support internal B2B teams.
EDUCATION
Bachelor of Science
Focus: Media Arts & Animation
Portland Art Institute; Portland, Oregon | 2002 - 2006
Avg. GPA 3.8
SKILLS
Paid Social Creative Strategy | TikTok Ads | A/B Testing | Scriptwriting | Creative Production | Gameplay Capture & Footage | Dev Build Firebase Access | Data Analysis | ROAS & CTR | UGC | User Generated Content | Influencer | Client Communication | Cross-functional Collaboration | Team & Peer Mentoring | AI Tools | Performance-Driven Creative | User Research | Brand Research | Client Reporting | Motion Graphics Design | Market Research | User Acquisition Strategies | Team Leadership | Adobe Creative Suite | Photoshop | Premiere | After Effects | Illustrator | Media Encoder | Figma | Notion | Google Workspace | G Suite | Organizational Materials | Training Materials | 2D Animation | Illustration
Bachelor of Science
Focus: Media Arts & Animation
Portland Art Institute; Portland, Oregon | 2002 - 2006
Avg. GPA 3.8
SKILLS
Paid Social Creative Strategy | TikTok Ads | A/B Testing | Scriptwriting | Creative Production | Gameplay Capture & Footage | Dev Build Firebase Access | Data Analysis | ROAS & CTR | UGC | User Generated Content | Influencer | Client Communication | Cross-functional Collaboration | Team & Peer Mentoring | AI Tools | Performance-Driven Creative | User Research | Brand Research | Client Reporting | Motion Graphics Design | Market Research | User Acquisition Strategies | Team Leadership | Adobe Creative Suite | Photoshop | Premiere | After Effects | Illustrator | Media Encoder | Figma | Notion | Google Workspace | G Suite | Organizational Materials | Training Materials | 2D Animation | Illustration
COMPANIES, CLIENTS & IP'S I'VE WORKED WITH:
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