Michael Poignand
16 Walnut Avenue, Weymouth, MA-,-www.linkedin.com/in/poignand, michaelpoignand.com
SUMMARY
Creative Leader Across Luxury, Direct-to-Consumer (D2C) & Business-to-Business (B2B)
Forged in New York’s luxury market and honed in Boston’s agency world, I bring 20 years of creative direction and
design experience across industries and scales. From global campaigns to high-impact, fast-turn projects, I lead with
clarity, collaboration, and a belief in the power of great ideas. I’m also a mentor and team builder, always focused
on developing talent and delivering standout work. My English Bulldog, Phoebe, has a deadpan stare that rivals any
creative review—I think about it often on long weekend rides.
CREATIVE LEADERSHIP EXPERIENCE
Creative Director
PCNA, New Kensington, PA (Remote), +1000 Employees, $850M Revenue, B2B
March 2023 – February 2025
Led the creative function at PCNA, driving emotional D2C connections between products and customers. Rebuilt and
managed a multidisciplinary in-house team (photographers, designers, art directors) and established partnerships
with leading film and animation studios to elevate creative quality across all channels.
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Improved creative across photo, video, eCom, email, catalog, flyers, and social
Pitched seasonal campaigns, product launches, and photo direction
Rebuilt team, amplified capabilities, and secured agency partnerships
Led creative for video and animated collaborations for new product launches, services, and ESG initiatives
Managed annual creative strategy and $350K budget
Doubled catalog engagement year-over-year, twice
Senior Director, Creative Marketing
Lovepop, Boston, MA, 50 Employees, $50M Revenue, D2C
March 2020 – December 2022
Served as creative lead for brand and omni-channel advertising. Directed brand storytelling and campaign
development across digital, retail, and experiential channels to drive engagement and growth.
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Directed seasonal campaigns across retail and eCom
Collaborated with execs and cross-functional leaders on strategy
Managed agency partnerships for TV and paid social
Scaled seasonal catalogs from 3 to 8 annually
Supported topline revenue growth from $18M to $50M
Senior Creative Manager, Rue La La
Rue Gilt Groupe, Boston, MA, 350 Employees, $240M Revenue, D2C
October 2019 – March 2020
Defined and executed the visual strategy for Rue La La’s boutiques and marketing partnerships. Led and mentored a
high-output team in a high-volume ecommerce environment.
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Developed seasonal design direction and toolkits
Curated visual assets for multiple owned business categories through design feedback and approvals
Partnered with senior leadership on strategy, KPIs, and tactics
CONTINUED ON THE NE X T PAGE
Art Director and Studio Manager
Toth+Co, Boston, MA, 35 Employees, $12M Revenue, Agency
August 2013 – September 2019
Versatile creative leader at a full-service agency, solving brand challenges for fashion, lifestyle, and hospitality clients.
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Led new business pitch books, client presentations, and portfolio content
Delivered across brand books, digital, email, ecom, experiential, OOH, POS, and print
Managed casting, vendor relations, asset management, and retouching
Oversaw freelancers and cross-functional collaboration
GRAPHIC DESIGN EXPERIENCE
Graphic Designer
New Balance, Boston, MA
April 2013 – August 2013
Created advertising and marketing collateral for catalog, magazine, newspaper, sales conference, OOH, and POS channels.
Graphic Designer
Tiffany & Co., New York, NY
Designed Blue Book catalogs, luxury event materials, and international campaigns.
November 2010 – April 2013
Presentation Designer
AgencySacks, New York, NY
May 2010 – October 2010
Rebranded luxury thought-leadership collateral in collaboration with agency principal, Andrew Sacks.
Graphic Designer
Chanel, New York, NY
August 2008 – April 2010
Executed POS, print advertising, new product launch materials, and packaging for Fragrance and Beauty lines.
Senior Catalog Designer
Christie's, New York, NY
January 2001 – July 2008
Designed approximately 35 auction catalogs per year, managed color correction (often from within the vault!),
innovated workflows, collected final on-screen signatures, and trained design staff.
EXPERTISE
Core Competencies: Brand Identity, Brand & Product Advertising Campaigns, Brand Books, Style Guides; Video,
Lifestyle and Studio Photography; Shoppable Digital Catalogs, Email, EComm, Paid & Organic Social, Direct Mail, Print
Media; Tradeshow, Retail, Pop-up and Experiential Design; Concept Presentations and New Business Pitches
Tools: Adobe CC (InDesign, Photoshop, Illustrator, Lightroom, Premiere Pro, After Effects), Figma, Milanote, Sketch,
Canva, Keynote, Slides, PowerPoint, Slack, Smartsheet, AirTable, Monday, Trello, Teams, Microsoft 365
Leadership: Team Building, Practical and Soft-Skill Development, Mentoring, Budget Responsibility, Cross-Functional
Collaboration, Esprit de corps, Sua Sponte
EDUCATION
SYRACUSE UNIVERSITY, BFA, Musical Theatre, School of Visual and Performing Arts
August 1993 – May 1997
