I’m Amanda, but folks call me Raby. With over 15 years of experience in creative leadership and brand strategy, I am passionate about crafting compelling narratives and innovative marketing campaigns. My mission is to foster creativity and drive brand growth through experiential storytelling and data-driven strategies. Throughout my career, I've had the privilege of working with talented teams to create impactful experiences that engage audiences and elevate brands.…

Amanda Raby

PRO

I’m Amanda, but folks call me Raby. With over 15 years of experience in creative leadership and brand strategy, I am passionate about crafting compelling narratives and innovative marketing campaigns. My mission is to foster creativity and drive brand growth through experiential storytelling and data-driven strategies. Throughout my career, I've had the privilege of working with talented teams to create impactful experiences that engage audiences and elevate brands.…

Available to hire

I’m Amanda, but folks call me Raby. With over 15 years of experience in creative leadership and brand strategy, I am passionate about crafting compelling narratives and innovative marketing campaigns. My mission is to foster creativity and drive brand growth through experiential storytelling and data-driven strategies. Throughout my career, I’ve had the privilege of working with talented teams to create impactful experiences that engage audiences and elevate brands.

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Work Experience

Senior Designer & Creative Director at Meow Wolf
April 1, 2024 - April 1, 2024
Led 360° brand strategy and marketing campaigns for multiple exhibit locations, designed CPG products and interactive experiences, and directed successful marketing initiatives that boosted audience engagement by 40K+. Optimized processes and enhanced efficiency across teams.
Marketing Director at House of Yes
April 1, 2022 - April 1, 2022
Boosted profitability through targeted marketing and event branding, significantly grew the mailing list, and increased return attendance with enhanced digital strategies.
Marketing Director & Senior Designer at Southwest Key Programs
November 1, 2021 - November 1, 2021
Led nationwide rebranding efforts that increased engagement significantly, secured over $10M in funding, and implemented strategic initiatives for operational alignment.
Creative Director at Enchantments Media
November 1, 2019 - November 1, 2019
Directed creative content and marketing strategies for performance art events, developed brand initiatives, and drove engagement through immersive experiences.
Creative Director at Questech Corporation
September 1, 2017 - September 1, 2017
Executed branding and marketing for luxury brands, creating marketing assets and retail displays for major partners, enhancing brand visibility.
VP Creative at WivLuv Entertainment
October 1, 2016 - October 1, 2016
Directed eco-activism initiatives and managed fundraising campaigns, leveraging high-profile partnerships for educational events.
Senior Art Director at Square One Agency
January 1, 2012 - January 1, 2012
Led brand strategy and environmental design for major national clients, enhancing marketing and advertising reach.
Art Director at Hero Pet Brands
December 1, 2009 - December 1, 2009
Oversaw brand development and marketing design for multiple CPG brands, ensuring consistency and effective engagement across various platforms.
Creative Director (Fractional) at AREA15 District
August 1, 2025 - August 1, 2025
Led brand and experiential storytelling across one of the world's most iconic immersive entertainment destinations. Concepted and executed branding, visuals, and copy for digital, print, motion, spatial design, merchandise, and large-scale activations.
Director Marketing & Design at Southwest Key Programs
November 1, 2021 - November 1, 2021
Led nationwide rebranding across 45 locations, securing $10M+ in funding through impactful storytelling.
VP Creative at WivLuv Entertainment (501c3)
October 1, 2016 - October 1, 2016
Directed eco-activism initiatives and immersive educational events promoting bioremediation.

Education

BFA in Advertising & Visual Communications at The Art Institute of Dallas
January 1, 2000 - January 1, 2003
BFA in Advertising & Visual Communications at The Art Institute of Dallas
January 11, 2030 - November 12, 2025

Qualifications

Adobe Marketing Pro
June 3, 2023 - November 3, 2025
Art Institute of Dallas BFA advertising
November 3, 2025 - November 3, 2025

Industry Experience

Media & Entertainment, Non-Profit Organization, Consumer Goods
    uniE621 Simple Solution - Brand Design
    After leading the rebrand of Simple Solution brand family of pet care products, I led my team to extend the branding to over 150 products along with their retail and digital marketing. This legacy brand was so successful, it has remained relatively unchanged since the 2006 rebrand. VIEW MORE here > https://www.twine.net/signin Directing the rebrand for Simple Solution, I collaborated with the product managers to design focus groups and build the research and development design brief. I contracted an external design agency to develop six first phase designs and I guided the in-house team to develop 6 first phase designs. We simulated the consumer shopping experiences in focus groups and presented all 12 designs to the participants. We narrowed the 12 down to 6, then 3, using a different focus group each time. My original design was most preferred by focus group consumers. I directed the overall brand execution across 150+ SKUs. We started by mapping out the content and specs for all products in the line using project management software and coordinated production with print and packaging vendors to scope out the quick turn and a massive influx of mechanical art files. Then, we booked photographers and pet models, and we firmed up specialty specs like foils and soy-based inks. I worked closely with product managers to source legal copy and proof content of all 150 SKUs. We streamlined production with templates and asset libraries and I ensure our team was informed of best practices to optimize proofing and accuracy. I hired and trained two additional production artists to help meet our deliverables. We quickly built an image database of completed digital product mock-ups before they were printed which enabled quick execution of digital marketing. Within the first year of launching the new brand, Simple Solution increased sales to over 320% by expanding to mass distributors and e-commerce. Products are now found in Walmart, Target, Amazon, Google Express, Chewy, and a dozen other mass retailers - though the brand has had another iteration since the 2009 rebrand. Simple Solution continues to prosper as consumers’ trusted source for pet care and waste management. branding graphicdesigner logo photo illustrator designer webdesigner…
    uniE621 Vets Best - Brand Product Design
    As the Senior Art Director managing the Vet’s Best account, I collaborated with the founder of the product line to identify the backstory and core brand essence. I designed a top-level creative brief and brand essence based on this and market research provided by the product managers. Bottles and label stock had to be ordered before branding so production could hit the ground running and hit the in-store deadline. I made the green bottle and pearlescent label recommendations based on purchasing parameters and the creative brief. Then I contracted and agency to develop designs to supplement in-house designs for the focus group based on the creative brief. Then I defined the brand architecture based on the Focus Group in collaboration with the agency and Dr. Dawn. With the benchmarks established, I directed the extension of the branding across all 75 SKUs in multiple languages and sizes. Additionally, I directed the photography and retouching of over 150 herbs and spices. I worked closely with print vendors while mentoring the design and production team to execute the designs on brand, to spec for flexographic, chipboard and poly-film printing. I also coached the team on effective asset management, photographic styling, and product photography. After the packaging projects, I conceptualized all marketing assets, point of purchase displays, shelf-talkers, catalogs, front-end web design, and interactive games shelf talker games. Vet’s Best successfully launched into Pet Specialty with a $473% in increase in sales from the previous owner. While the branding has shifted a little the Vet’s Best brand still corners the boutique market on Natural Pet Care. Additionally, Vet’s Best has launched into digital mass distribution on Amazon, Overstock.com, Shop.com, and more. The line is now available transcontinentally to the UK, France, and China! branding packaging marketing CPG…