It Works! Global

Nutrition & Beauty CPG Brand


Changing Lives Forever

Industry leading beauty and nutrition company that empowers people to live the life of their dreams.
Role

Art Director


Dates 

08/2013-01/2017


Department Oversight

Creative Services Supporting Product, Packaging, & GTM


Hands-On Execution

Creative Strategy, Graphic Design, Vendor Management


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Focus Areas

UAB & Facial Product Rebrand &

Global Market Relaunch

Goals

Goal 1:  Redefine the brand identity for the Ultimate Body Applicator (UBA) and Facial through a trend-aligned rebrand, elevating product perception and market positioning.


Goal 2: Enhance packaging design and materials to reduce spoilage rates, improve cost efficiency, and increase product longevity.


Goal 3: Ensure a seamless global market relaunch across 13 countries by coordinating vendor production, regulatory compliance, and supply chain logistics.

Scope

Led art direction and rebrand strategy, overseeing the transformation of It Works!’ flagship products to align with market trends, cost efficiencies, and operational needs. Directed packaging design and technical execution, managing vendor dielines, color separations, and production quality across domestic and international markets. Oversaw vendor coordination, press checks, and packaging innovation, ensuring regulatory compliance and a smooth global market launch.

Challenge, Approach, & Results

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ENERGY U.S. & Canada Product

Development & Launch

Goals

Goal 1: Develop and launch a new energy drink with full packaging and production coordination across U.S. and Canadian markets.


Goal 2: Establish a bold brand presence through packaging, a custom apparel collection, and distributor engagement.


Goal 3: Drive a high-impact launch with a mainstage reveal, distributor events, custom car wraps, sales enablement, and social campaigns.

Scope

Led product development, branding, and launch strategy, overseeing packaging, apparel, and vendor coordination for manufacturing and fulfillment. Designed cans, secondary packaging, and a custom apparel collection to support sales activation. Directed the U.S. and Canada market rollout, including a mainstage reveal, distributor events, sales enablement, and promotional campaigns.

Challenge, Approach, & Results

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What They Say

Don't just take it from me—here's what some incredibly talented people have to say about working with me. You can also view these recommendations on LinkedIn.

Emily (Thomson) Eskew, Senior Communications Consultant

Becky brought me on at Wilson Language Training as a copywriter. From my first interaction with her, she impressed me with her team management style and ability to navigate complex internal politics and competing priorities with grace and discretion. She is a pleasure to work with and not only has a positive disposition in all circumstances, but also is willing to jump in when needed and do whatever is needed to get the job done. I appreciate her leadership style immensely. Basically, Becky is amazing!



Alex Green, SVP of Customer Experience

I had the privilege of working with Becky to build out the first Marketing team at Wilson. Becky was the chief architect and creative direction behind an incredibly successful rebrand, which helped launch Wilson into the next phase of its growth and brand identity. From day one, Becky showed up as the kind of leader who inspired significant followership (as evidenced by how many former colleagues were banging down the door to work with her again) and always showed up with a positive outlook, even despite needing to navigate an organization in the midst of constant change. I loved working with Becky and would do so again in a heart beat!

Justin Liszanckie, Head of Accounts

I’ve been honored to work with Becky across three different companies since 2019, and she’s been an exceptional client and collaborator every step of the way. Whether tackling large-scale marketing initiatives or refining creative strategies, she always brings fierce clarity of vision, thoughtful feedback, and unrelenting positive energy to every project. Her ability to balance high-level strategy with practical execution across all things marketing and creative make her an exceptionally effective manager that drives results.


It’s not often I find people who are as thoughtful, honest, transparent, responsive, and supportive as Becky is, and she has all of these qualities in spades just by herself! She’s not just a client; she’s a true partner in every sense. What stands out most, though, is simply who Becky is as a person. She’s warm, genuine, funny, and an absolute pleasure to work with. Anyone fortunate enough to have her on their team — as a client, partner, or colleague — is in very good hands.


I’m extremely grateful to have had the chance to work with her and can’t recommend her highly enough; I can’t wait for our next collaborative opportunity together!

Lindsay Killian, Production Director & Corporate Communications Specialist

I had the pleasure of working with Becky Loring for several years, and I can confidently say she is an exceptional colleague, boss, and company leader. Becky is straightforward, communicative, and highly knowledgeable in the creative field and in corporate branding. Her ability to lead teams with clarity, focus, and empathy is truly impressive.


I’ve learned so much under her leadership—her strategic vision, keen insights, creative operations expertise, and innovative approach to problem-solving are just a few of the reasons she stands out. She knows how to bring out the best in people, and I would absolutely work with or for her again in the future.


Becky is an asset to any organization, and anyone who has the opportunity to work alongside her is fortunate.

Adriana Moreira, Sr. Graphic Designer

I’ve had the privilege of working with Becky at two different companies over the past 15 years, and each experience has been exceptional. Most recently, I worked directly under her leadership—a truly rewarding opportunity. Becky is an outstanding leader who cultivated a creative, enjoyable, and supportive environment while remaining highly practical and efficient. She consistently advocated for the best for our team and maintained an excellent balance between work and personal life. I gained invaluable insights from her during this time, and her ability to inspire and guide reflects her remarkable leadership skills. I wholeheartedly recommend Becky to any team or organization fortunate enough to work with her!

Brooke Nadeau, Marketing PMO Manager

Working with Becky was an absolute privilege. She knows brand, creative, and marketing inside and out, but what really sets her apart is her leadership. She has a way of building and growing teams that makes people want to do their best.


As I was starting out in my marketing career, Becky set a great example of what leadership looks like and played a key role in helping me grow both my knowledge and experience. She led with empathy, gave thoughtful guidance, and created an environment where people felt both supported and challenged. During our time working together, she drove a successful brand refresh, helped grow engagement, improved internal processes, and expanded the team’s marketing capabilities—all while making sure we enjoyed the work along the way.


I feel lucky to have worked with Becky, and I know anyone who gets the chance to work with her will feel the same.

Valorie Witchey, Sr. Graphic Designer

I have had the privilege of working with Becky for many years on multiple projects, and she is truly one of the most talented leaders I’ve had the pleasure of working with. Her ability to consistently deliver excellence, approach challenges with innovation, and lead with genuine compassion sets her apart. She not only elevates every project she takes on but also inspires and empowers those around her. Anyone who has the opportunity to work with her will quickly see the remarkable impact she brings to a team.

Emily (Thomson) Eskew, Senior Communications Consultant

Becky brought me on at Wilson Language Training as a copywriter. From my first interaction with her, she impressed me with her team management style and ability to navigate complex internal politics and competing priorities with grace and discretion. She is a pleasure to work with and not only has a positive disposition in all circumstances, but also is willing to jump in when needed and do whatever is needed to get the job done. I appreciate her leadership style immensely. Basically, Becky is amazing!



Alex Green, SVP of Customer Experience

I had the privilege of working with Becky to build out the first Marketing team at Wilson. Becky was the chief architect and creative direction behind an incredibly successful rebrand, which helped launch Wilson into the next phase of its growth and brand identity. From day one, Becky showed up as the kind of leader who inspired significant followership (as evidenced by how many former colleagues were banging down the door to work with her again) and always showed up with a positive outlook, even despite needing to navigate an organization in the midst of constant change. I loved working with Becky and would do so again in a heart beat!

What They Say When

I'm Not Around

Direct quotes from my 2024 performance survey, collected by leadership and presented to me anonymously from team members, peers, and executive leadership.

"As a leader Becky is empowering, transparent, dedicated, and genuinely cares for the company and the team's success and well-being. She is an invaluable leader to our collective growth and achievement." 

"Becky is an excellent leader who has positively influenced me and the entire team. Her leadership skills have created a collaborative and productive work environment. She encourages our team to try different methods, both inside and outside the company, helping us find the best ways to do things, whether it's refining processes, using new tools, or testing different ways to communicate with our audience."

"Becky's honest leadership has contributed positively to the team. Her direct communication means she tackles issues right away which promotes constant improvement and builds trust in the team."

"I appreciate and respect Becky's drive to get the work done but what's even more important is how she truly cares about every member of the team. She's set up ways for us to connect and share appreciation with each other. She challenges us but also doesn't want the team too overwhelmed." 

"Becky is an awesome team leader and even in tough situations, she brings a positive outlook and attitude that is contagious throughout the team." 

"Becky is thoughtful and creative in finding ways to address concerns or obstacles. I've really enjoy working with Becky!"

Say Hello!

Please fill out the form, or reach out directly via LinkedIn or email me at rebeccalynnloring@gmail.com

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