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My Experience

Roles & Responsibilities

Creative Strategist & Brand Consultant – Freelance

March 2022 - Present

What began as project-based branding support for emerging artists and galleries evolved into a multidisciplinary freelance practice—consulting across wellness, beauty, nonprofit, hospitality, and service industries. 

My role spans strategic brand development, creative direction, business refinement, and operational guidance, tailored to each client’s unique goals.

I partner with entrepreneurs, founders, and business teams to translate vision into identity, delivering clear, intentional design systems and growth strategies that blend aesthetic impact with business integrity.

  • Led brand identity creation across diverse industries, including holistic wellness, luxury salons, nonprofits, and grooming studios

  • Developed pitch decks, naming strategies, and marketing materials to help clients clarify offerings and secure new audiences

  • Consulted on business development, pricing strategy, and cost-efficiency planning to support sustainable growth

  • Designed and structured websites with clear user journeys, intuitive navigation, and elevated content

  • Provided art direction, content planning, and social media strategy with a focus on storytelling and engagement

  • Delivered moodboards, brand kits, and content guidelines tailored to client values and visual language

  • Supported cross-functional teams across the U.S. and Europe—offering both creative insight and operational clarity

Creative & Strategic Brand Development Manager - State of the Art Agency

November 2018 - Present

Accountable for strategic vision and direction, business and product development, sales, client relationships, financial management, solution design and deployment, process improvements, onshore and offshore project coordination

  • Established and managed State of the Art Agency, specializing in developing the brands of female artists, resulting in increased visibility and recognition for their art.

  • Negotiate, close and manage accounts with artists, expanding client base by consistently delivering goal surpassing expectations.

  • Created and executed a comprehensive artist development strategy, resulting in an authentic artistic voice and brand.

  • Developed custom artist portfolios, tailored to their style and target audience, resulting in increased visibility and sales.

  • Secured coverage in art publications by implementing effective marketing strategies generating positive media coverage and reviews for the agency and its artists.

  • Developed and authored "ESSENTIALS - Guide for Successful Artists” - a comprehensive and visually engaging e-guide that equips fine artists with the knowledge & tools to establish a strong brand.

  • Successfully promoted the e-guide through a strategic marketing plan, resulting in increased sales and positive customer feedback.

  • Execute writing of art exhibition proposals for high profile non-profit organizations and competitions 

Account Manager - Craft & Root

April 2018 - November 2018

Serve as first point of contact for new business, especially in the luxury good industry, hospitality and tech fields;

  • Create proposals for work, brief documents for internal use, create contracts for signature;

  • Project manage team of designers from the New York office, as well as the team in Tel Aviv, using the Avaza platform;

  • Create timelines, tasks and budget hours for each deliverable, assigning it to each team member;

  • Maintained relationship with clients, providing & creating weekly reports, to review with the client the project's progress.

  • Provide market and competitor research for clients, compile into presentations;

  • Create and run campaigns on social media outlets for company’s continued recognition in the marketplace, including but not limited to Facebook, Linkedin, Instagram;

  • Supported the PR department through reach outs to publications, bloggers, design competitions etc. for press mentions;

  • Create and run campaigns for new business development via Growth X for Linkedin and Mailchimp;

Executive Assistant - Ten Eleven Gallery

November 2015 - April 2018

During my time at 1011 Gallery, I had the privilege of entering the art world alongside world-renowned pop artist Mr. Brainwash—an experience that profoundly shaped my creative path and instilled a lasting sense of optimism in my work.

Supporting the artist’s exhibitions and public installations, I worked at the intersection of contemporary art and collector experience—coordinating events, managing gallery operations, and ensuring a seamless environment for both artist and audience. It was a pivotal chapter where creative hospitality met kinetic energy, and storytelling became second nature.
• Managed client communications and art sales inquiries
• Assisted with public and private events at the gallery and off-site
• Coordinated artist materials and exhibition documentation
• Developed organizational systems for inventory and archives
• Supported VIP experience and gallery storytelling strategy

*Special Project* - Assistant Project Manager - David Bowie’s Mural in Jersey City by the internationally renowned artist Edurado Kobra

  • Liaising with staff, suppliers and clients;

  • Planning and ensuring supplies are available for the artist and his team;

  • Booking and arranging travel, transport and accommodation;​

For more information about my professional experience, please get in touch.

Education

My Studies and Certifications

University of Bucharest

Bachelor Of Arts In Communications Public Relations, Journalism, Advertising

2011- 2014

Online Marketing Academy by Google

Fundamentals of Digital Marketing

2014

Social Media Seminar

Certificate serving to acknowledge successful completion of Social Media Skills  - 2014

2014

Britania Training House

Business English Certificate ( Module A1, A2; B1, B2; C1, C2)

2015

Storytelling Certificate

Acknowledged by the National Congress of Communication Students of Romania – 2015

2015

London Chamber of Commerce & Industry

LCCI International Qualifications in English for Business

2011

Artfully Curated Work

A portfolio of projects that shaped the path forward—each a step into the next chapter.

Each image is a window into my world of creativity and collaboration.
What began in the art world evolved into a broader creative practice. Today, I partner with nonprofits, cultural institutions, wellness brands, and service businesses across the U.S. and Europe.
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Some chapters began in the art world—supporting Eduardo Kobra’s David Bowie mural in Jersey City, curating Shades of Her, an all-female group exhibition, and managing gallery operations and client experience for Mr. Brainwash. Those early projects sharpened my eye for narrative, spatial storytelling, and the kind of subtle detail that leaves a lasting impression.
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As my work expanded, so did the clients I served: from developing a surrealist, immersive gala concept for a New York–based arts nonprofit, to branding wellness studios rooted in ritual, repositioning a barber studio preparing to launch its own product line, and helping service-based founders refine how they show up—online, in person, and everywhere in between.
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This portfolio is a collection of those moments—thoughtfully shaped, intentionally designed, and each one part of a larger story still unfolding.

Portoflio

+1 929 338 2124

©2025 Roxana Wehry

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