Karina Saffels

Experience

• 

  Publix Super Markets

  May 2004 - now

  Since April 2020, I have had the privilege of serving as the Creative Director at Publix Super Markets. In this role, I lead the design, development, and execution of top-tier creative content across all Publix media outlets. A key part of my job is ensuring that our brand remains consistent and true to our established standards. One of my primary responsibilities is to cultivate and lead a talented and diverse team that includes Art Directors, Associate Creative Directors, Graphic Designers, and Copywriters. Together, we focus on fostering an environment of growth, innovation, and collaboration within our design department.I lead creative multi-channel campaign development for key business segments, including Club Publix, Social Media, Health & Wellness, Seafood, Sports, and more. With a focus on driving customer retention and engagement through CRM strategies, leveraging data-driven user experience design for Club Publix membership. Show less As Art Director at Publix, I was instrumental in evolving our 90-year-old brand into a digital space. My focus was on transforming our brand into a modern, web-friendly entity, prioritizing content-first marketing. This shift played a significant role in enhancing customer engagement and keeping our brand relevant in a rapidly changing digital landscape. A key part of my role involved staying ahead of industry and market trends, ensuring that our creative output was not only current but also innovative.I Led the rebranding of the Club Publix loyalty program, overseeing naming, logo design, and style guide development while crafting a seamless customer journey across acquisition, onboarding, and engagement. I also enhanced Publix’s email marketing optimization by implementing a standardized design system and scalable templates, increasing efficiency and campaign effectiveness. Show less As Graphic Designer, I had the opportunity to grow and contribute to Publix's success. In this role, I orchestrated a wide range of graphic design and art direction initiatives, impacting various business lines. This included everything from store departments and annual promotions to specialized projects. My efforts were geared towards enhancing our brand's visibility and appeal, ensuring that Publix remained not just a market leader but a visually dynamic and engaging brand.Collaboration has always been a cornerstone of my professional approach. Working effectively with the Creative Director and digital teams, I was able to strategize and execute creative elements for key company initiatives. My contributions were instrumental in the successful implementation of marketing strategies. This role allowed me to hone my skills in graphic design while also gaining valuable insights into strategic marketing and brand development. Show less

  • Creative Director

    Apr 2020 - now

  • Art Director

    Jun 2012 - Apr 2020

  • Graphic Designer

    May 2005 - Jun 2012

  • Ad Layout Artist

    Jun 2004 - May 2005

  • Graphic Design Intern

    May 2004 - Jun 2004