STRATEGY, CREATIVE VISION & LEADERSHIP:
Bold and innovative vision of what is possible by conceiving integrated marketing, brand, and content
strategies for B2B, B2C, and D2C brands and helping drive both short-term and long-term KPIs across
all platforms. Exceptional conceptual and strategic thinking abilities, with a keen understanding of design
and storytelling. Ability to articulate creative concepts and ideas effectively to stakeholders. Building,
attracting, and retaining award-winning, motivated, passionate, and happy teams by creating a culture
of creativity, mentoring, and upskilling talent. Ability to provide clear, concise feedback that elevates the work.
PROJECT MANAGEMENT & COLLABORATION:
Partner with cross-functional teams to ensure business objectives resonate with the target audiences by
creating a seamless strategic and execution process from creative brief to delivering final assets on time
and on budget for large complex projects. Adobe Creative Suite, Figma, Microsoft Office, Asana.
EXPERIENCE:
Ricoh, N.A. | Sr. Director of Brand, Content, Experiential, and Design | 2022-Present
• Built Ricoh's in-house agency, a cross-disciplinary team of art directors, writers, editors, producers,
motion graphic artists, strategists, event managers, and production managers from 0 to 19 in
Three months and implemented a project management process, from creative brief to execution.
• Led the award-winning Ricoh rebrand, generating over 32 million impressions, 2.4 million video ad
completions, driving engagement, and increasing Ricoh's Digital Solutions page views by 98%, with landing
page click-through rates 48% above average and over 100,000 web sessions, resulting in a 10% brand lift.
• Eight-time Ricoh Way Award Winner, a prestigious in-house award for the most impactful projects of the year.
Consultant: Brand Strategy | Creative Director | 2009– 2022
The brand consultancy’s unique approach focused on marketing to women, healthcare, and wellness.
• Resident Brand Coach at Laziridis Scale Up Accelerator. Coaching start-ups through the branding process.
• Conceived and Executed the Holman Enterprises Employer Branding Campaign; employee
engagement rose 23% on their corporate intranet.
• Conceived one cohesive brand blueprint for Peekay LLC’s chain of retail stores. The new vision
helped Private Equity raise 100+ million dollars in investment capital to expand to 50+ stores nationally.
• Conceived and executed the launch of Hologic’s 3D Mamograms, resulting in the mandate for insurance
providers to cover all women regardless of cancer history.
• Positioned and rebranded Jersey City Medical Center, resulting in a 23% brand awareness increase.
• Positioned, conceived, and executed St. Barnabas Medical Center’s CyberKnife Unit,
resulting in a 38% increase in patients.
Garage Branding: Creative Director | NY, NY 2008– 2009
Small boutique agency with a focus on bridge and mass-market apparel brands
• Led the No Nonsense 360° rebrand: brand strategy, e-commerce, print,
video, packaging, and social media.
• The client’s sales increased by 11%. Facebook followers went from 572 to over 35,000
by creating a Facebook contest promoted through an organic social campaign on YouTube.
Seiden: Creative Director| NY, NY 2003– 2008
• Led and won the Visiting Nurse Service of NY, Georgia-Pacific, Polytechnic University, and
Mercy College accounts resulted in the agency’s double-digit growth over three years.
• Repositioned Weightwatchers away from celebrity endorsements toward personal empowerment.
• Positioned BD’s blood glucose testing kit, increasing new prescriptions by 19.4%
and core target brand awareness by 47% in key markets.
• Positioned and conceived the “Now What?” campaign for VNSNY.
Raised brand awareness by 90% and increased consideration by over 60%. “Now What?”
She won the “Integrated Campaign of the Year” at the Global Healthcare Awards.
AGENCIES:
Siegal + Gale: Associate Creative Director| NY, NY 2000– 2001
Anderson Lembke | Angotti Thomas Hedge: Sr. Art Director | NY, NY 1997– 2000
Kirshenbaum & Bond: Art Director | NY, NY 1993– 1997
INDUSTRY EXPERTISE:
Lubna is industry-agnostic and has worked on industrial water pumps to pantyhose, and everything in between.
Apparel, Automotive, Beauty, Beverage, Consumer Electronics, Energy, Finance, Healthcare, Higher Education,
Hospitality, Industrial Products, Luxury, Media, Packaged Goods, Pharmaceuticals, Technology, Wellness.
AWARDS & PRESS:
The New York Times, Graphis, Creativity, Archive, Ad Age, How and Adweek. Addys, ADC,
Print Best of Annual, Ace Award, New York Festivals, and Global Health Care Campaign of the Year.
The Drum Marketing Awards: Finalist for Integrated Campaign of the Year (B2B) GDEA (Global Digital
Excellence Award): B2B Organic Social Media Campaign of the Year, Finalist for Integrated Campaign
of the Year, Gerety Awards: Shortlisted in the B2B category, Dot Comm Awards: Platinum Winner for
Integrated Marketing Campaign, 16 Platinum in individual categories, 3 Gold, and 5 Honorable Mentions
EDUCATION:
School of Visual Arts; NY, NY | BFA
Advertising | Graphic Design