About
Hey there!
My name is Adeline Krieger.
I am a human-centered designer with a passion for crafting impactful brand strategies. I am currently pursuing a dual-degree of an MA/MBA in Design Leadership at Johns Hopkins University and Maryland Institute College of Art (MICA).
I leverage user research to design brand and activation strategies, combined with compelling visual brand identity.
Experience
User Experience (UX) Design Intern - Johns Hopkins Student Success Excellence Initiative
Baltimore, MD
Sept 2021 – Present
Associate Brand Manager - Rust-Oleum Corporation
Vernon Hills, IL
Feb 2020 – May 2021
Assistant Brand Manager
Brand Specialist - Rust-Oleum Corporation
Vernon Hills, IL
Jun 2018 – Feb 2020
Jun 2016 – Jun 2018
• Facilitate and conduct user interviews with students, administration, and faculty to uncover current challenges with JHU digital platforms to create a more intuitive user experience
• Led swimlane exercise with cross-functional team of R&D, quality assurance, sales, and external vendors to eliminate confusion between responsibilities and establish new formalized color matching process for companywide implementation
• Integrated Good-Better-Best product strategy into new packaging by analyzing transition scenarios to ensure an on- time transition at shelf while evaluating inventory run-out dates and minimizing scrap values
• Developed strategic marketing plan focused on new users and new channel distribution by analyzing consumer usage and market trends, growing annual revenue by 105% and resulting in the fastest growing and highest margin brand at 71% within the SPP platform
• Spearheaded consumer awareness marketing campaign for the first ever spray paint color of the year program, Color Watch, generating a 14.92% ad recall rate compared to the average 7.3%
• Secured spray paint sole supplier at Walmart by leading cross-functional packaging transition team of sourcing, sales, operations and production resulting in $30M annual revenue
• Rebranded Inner Mandala Medicine into Dala by partnering with a graphic designer to craft new visual brand identity and a developer to design interactive digital user experience
• Crafted brand positioning and product strategy for Dala by empathizing with target personas and evaluating path-to- purchase journeys with the ultimate goal of demystifying integrative healing practices such as meditation
Community Leadership & Involvement
Design Director of Design Education and Consultant - Design for America, JHU | MICA Studio
Baltimore, MD
Oct 2021 – Present
Community Strategist - Johns Hopkins Carey Business School, Women in Business (WIB)
Baltimore, MD
Oct 2021 – Present
• Explore community need for design education and advocacy and facilitate design education workshops and sprints
• Apply human-centered design practices with team to aid clients in building more impactful business strategies
• Foster relationships with locally women-owned businesses and promote engagement opportunities for WIB members
Education
May 2023
Johns Hopkins University
May 2023
Maryland Institute College of Art
May 2016
Saint Mary’s College
Master of Business Administration, Entrepreneurial Marketing and Innovation
Master of Arts, Design Leadership
Bachelor of Business Administration, Marketing
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Microsoft Office (Word, PowerPoint, and Excel)
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Mural and Miro
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Trello
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Dovetail
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Figma
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Canva
Design Leadership Skills
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Human-Centered Design
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Agile Methodology
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User Research
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Group and Client Facilitation (onsite and virtual)
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Ideation
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Prototyping
Technical Skills
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Conduct data analysis through consumer and competitive research to provide strategic marketing recommendations to client, Zurena Non-Alcoholic Drink Mixers