About

I’m a Creative Director with 15+ years shaping global brand stories, immersive retail environments, and integrated campaigns for iconic consumer brands and the teams brave enough to make bold work happen.

I focus on creating clarity, connection, and emotional impact at scale—building experiences people don’t just see, but actually feel. (Which sounds obvious, and yet.)

I believe the strongest ideas come from creative courage grounded in real craft, and from teams that trust each other enough to push past the safe answer and find the memorable one.

I care deeply about the people behind the work and the feeling the work leaves behind.
Because great work is important.
But how it gets made matters too.

Currently at Target.
Open to what’s next—especially if it involves smart humans, meaningful work, and fewer unnecessary meetings.

Contact

Portfolio and work samples are available throughout this site.
For inquiries or collaboration: jimenez.samantha[at]gmail.com

Leadership Snapshot

What I’m Known For

Elevating creative standards without destabilizing teams
Turning ambiguity into decisive direction
Connecting channel-to-channel into cohesive brand systems
Making strategy visible in the work
Mentoring high-potential creatives into confident leaders

Creative Style

Highly conceptual thinker who builds platforms, not just campaigns
Translates abstract strategy into clear, ownable creative territories
Designs brand systems that scale across physical, digital, social, and experiential ecosystems
Equally fluent in brand storytelling and commercial execution
Retail expert by execution, brand thinker by instinct

HOW I LEAD

Strategy First. Always.

Anchor every project in business objective, audience tension, and cultural context
Define a clear creative north star early to eliminate subjective debate
Build work that is defensible, scalable, and aligned from concept through production

Curator of Craft

Set and protect the creative standard across every touchpoint
Elevate taste, precision, and restraint without micromanaging
Ensure the final output feels intentional, cohesive, and distinctly human

Develop People, Not Just Projects

Create clarity of ownership and accountability
Give direct, actionable feedback grounded in growth
Advocate fiercely for teams while holding a high performance bar
Coach through ambiguity and expand creative confidence

Bridge Builder

Translate strategy into creative language and creative into business language
Align cross-functional partners and agencies early and clearly
Treat collaboration as co-creation, not delegation

Lead Through Communication

Write sharp briefs and provide specific feedback
Make complex thinking digestible without oversimplifying
Build trust through clarity, transparency, and decisiveness

Scope & Scale

15+ years across global agencies and in-house retail organizations
Led multidisciplinary teams and cross-functional partners at enterprise scale
Directed integrated campaigns spanning retail, digital, social, experiential, and video
Partnered with Brand, Product Marketing, Legal, Operations, and Executive leadership
Managed and guided external agencies and production partners