Jolene Smith

Owner & Founder

I started my career in the creative industry in 2001 as an intern at Miramax Films in NYC. After Miramax I had the opportunity to work for International Sports Broadcasting (ISB) during the 2002 winter olympics. I graduated from Auburn University “War Eagle” in 2000 with a Bachelors of Arts Degree in Mass Communications.

After over a decade of being in the marketing, branding and promotional products industry, in various leadership roles, I moved to Utah in 2014 and started Theory Brand Agency. Being a business owner I was able to fully utilize my skills acquired throughout the years in various roles from– leadership, management, creative direction, sales, marketing, strategy and many more.

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YEARS OF LEADERSHIP & MANAGEMENT EXPERIENCE
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YEARS OF BRANDING & MARKETING EXPERIENCE
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YEARS OF SALES & TRAINING EXPERIENCE

Soft Skills

  • Detail oriented

  • Team player

  • Problem solver

  • Productive

  • Independent

  • Creative

  • Social Intelligence

Hard Skills

  • Strategic Marketing, Planning & Innovation

  • Brand Content Strategy & Development

  • Event Management

  • National Account Management

  • Training, Leadership & Mentorship

  • Strategic Sales

  • Creative Direction

  • Project Management

  • Social Media Marketing

  • WordPress

  • Shopify

  • Microsoft Office Suite

Recognition

  • Creative direction on insert for nation-wide launch of a new product line for a premium chicken brand

  • Creative direction on all the elements for a national tequila campaign

  • Recognized by Oprah and Crocs Cares for women giving back in their community

  • Top 5 fastest growing small business within a large distributorship

  • Rookie of the year multiple times

  • Adjunct professor for Branding & Marketing class

  • Achievement in excellence award

  • Founded The Pink Effect and ran for 7 years

Strengths

  • Love of Learning

  • Fairness

  • Creativity

  • Leadership

  • Honesty

*Based on the VA Institute of Character

FEATURED CREATIVE PROJECTS

TRES AGAVES ON PREMISE TRES NOCHES SALT PROGRAM

Tres Agaves Tequila was looking to start an on premise program where they could provide value to restaurants and bars serving Tres Agaves. After a lot of creative brainstorming we came up with Tres Noches Black Salt Program. The “starter” kit for this program included;

  • Custom wooden salt box
  • Custom private labeled packs of black salt
  • Menus with select black salt cocktails
  • Coasters
  • 3 Tiered salt tray
  • Bartender gift

For this project we hired an illustrator to create the noches scene and utilized the illustrations throughout the printed materials. We designed a salt box and worked with a custom wood manufacture to create the pieces. We also found black salt supplier and worked with a food packaging company to create our small private labeled black salt packets.

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PERDUE FARMS – FOOD BOX LAUNCH INSERT

Perdue Farms was looking for an eco friendly insert that would convey their brand message and include a pollinator seed mix. I came up with the perfect solution. A panel card with a mini seed packet and custom pollinator seed blend. The insert was part of Perdue Farms launch of their new direct-to-consumer food delivery service.

They wanted to bring some light to the worldwide bee crisis by offering a special wildflower mix which is why we used a honey comb pattern for to place the copy in. I hired an illustrator to create the bees, butterflies and flowers. We then combined those elements with what my graphic designer laid out to create a beautiful on brand piece.

This was a fun project that had me working within a tight budget, design, creative direction, tight delivery timelines during the pandemic when most places were closed, custom seed blend created just for Perdue, custom creation just for Perdue.

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