Lauren Teague Armfield
Graphics Director
Product Development | Creative
Phone:
870.819.7045
Email:
Address:
Bentonville, AR
Strategic creative leader with experience driving omnichannel campaigns, brand storytelling, and retail activation across mass and specialty channels. Proven track record translating consumer insights and performance data into high-impact creative strategies that deliver measurable business results. Experienced in leading cross-functional teams, partnering with agencies and stakeholders, and presenting creative concepts that influence execution across retail and digital environments.
Focus Areas: Creative Direction • Executive Presentation Design & Presentation • Omnichannel Campaign Development • Executive & Stakeholder Communication • Team Leadership • Product Lifecycle Management • Omnichannel Activation • Shopper Marketing • Assortment Strategy • Cost Optimization • Cross-Functional Leadership
Work Experience
Onyx Brands — Bentonville, AR
Promoted through 5 roles from Graphic Designer to Director
Graphics Director
Product Development & Creative
Apr 2025 – Present
Sr. Creative Manager
Apr 2021 – Apr 2025
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Led development of integrated, multi-channel campaigns across packaging, digital, retail, and experiential touchpoints
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Translated business objectives and shopper insights into creative strategies that drove brand growth and retail performance
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Presented creative concepts and campaign strategies to cross-functional stakeholders, influencing execution across key retail accounts
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Directed brand storytelling across in-store and eCommerce channels, ensuring cohesive customer experiences across all touchpoints
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Partnered with agencies to execute campaigns and retail media initiatives (including Walmart Connect), providing creative direction and performance feedback
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Built and optimized Amazon storefronts and PDPs, leveraging A/B testing and tools like PickFu to improve engagement and conversion
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Managed campaign budgets, timelines, and performance reporting, using insights to inform optimization and future strategy
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Led cross-functional collaboration across marketing, product, sourcing, and retail teams to align creative with business goals
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Led end-to-end creative and product development initiatives, driving +18% total growth and +291% in Bath & Body
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Managed 150+ SKUs and 125+ annual product launches, supporting integrated campaign and retail execution
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Partnered cross-functionally to align creative, product, and merchandising strategies across major retailers
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Identified whitespace opportunities and contributed to assortment and brand strategy across Walmart, Target, TJ Maxx, Walgreens, CVS, and Kroger
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Improved operational efficiency by building scalable creative and product development processes
Onyx Brands — Bentonville, AR
Promoted through 5 roles from Graphic Designer to Director
Onyx Brands — North Little Rock, AR
Promoted through 5 roles from Graphic Designer to Director
Art Manager
Oct 2019 – Apr 2021
Senior Graphic Designer
Oct 2018 – Oct 2019
Graphic Designer
Oct 2017 – Oct 2018
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Directed end-to-end creative production and approvals across packaging, components, and formulations
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Managed global factory partnerships (60+) to ensure production accuracy and timelines
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Developed company-wide training program adopted for cross-functional onboarding
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Drove seasonal program growth at TJ Maxx (18+ programs)
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Reviewed production-ready spec packs and supported retail presentation development
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Mentored junior designers to improve team output and consistency
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Designed packaging and retail displays for mass market (endcaps, sidekicks)
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Built production-ready spec packs and supported UL/shipping approvals
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Created social and PDP content, including product photography
Core Skills:
Creative Direction • Brand Strategy • Omnichannel Campaign Development • Shopper Marketing • Retail Activation • Content & Storytelling • Stakeholder Management • Budget & Agency Management • Cross-Functional Leadership • Performance Optimization
Tools:
Adobe Creative Suite • Microsoft Office • Seller Central • Shopify • PLM • Monday • Asana • Figma • Canva • PickFu
Education:
Creative Director Certification — ELVTR, Los Angeles (2025)
Bachelor of Arts, Graphic Design — Ouachita Baptist University (2017)
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