Creative Leadership at Jenny Craig

Jenny Craig

From 1995 to 2000, I had the privilege of serving as Creative Director at Jenny Craig, where I worked with an incredible team to develop campaigns and creative ideas that truly made a difference. Together, we created promotional materials and brand strategies that helped keep clients engaged, boosted productivity, and contributed to growing revenue.

Collaborating with executives, franchisees, and teams across the company, I focused on bringing the Jenny Craig brand to life in a way that felt meaningful and consistent. It was a rewarding experience to combine creativity with strategy, shaping a retail experience that resonated with clients and supported the company’s success.

Challenges

Increase client retention and engagement through more personalized marketing materials.
Drive revenue growth during traditionally low-sales periods with targeted promotions.
Streamline team productivity while managing a high volume of projects.
Create a modernized retail storefront to attract new customers and enhance brand presence.

Action Plan

Personalized Client Engagement: Enhanced program materials to better address individual customer needs.
Streamlined Processes: Implemented a project management system, improving team productivity.
Revenue-Driving Promotions: Developed six counter-seasonal promotions to increase revenue during low-sales periods.
Retail Innovation: Led the design and successful opening of a new prototype retail store, the “Balanced Living” concept, featuring health and beauty products to complement Jenny Craig’s weight-loss programs.
Comprehensive Creative Management: Directed a team of eight designers in producing U.S. and Canadian food packaging, print ads, customer materials (menu plans, program content, and testimonials), point-of-sale signage, and weight loss center posters.
National Conference Leadership: Managed the annual national sales conference, overseeing on-site video production to enhance attendee engagement.

Corinna is a driven individual focusing on results while influencing positive change within an organization.

Linell Killus

Jenny Craig, Inc

Results

Increased client retention by 15% through personalized materials and targeted engagement.
Boosted productivity by 25% through improved workflows and project management.
Achieved revenue growth of 10-35% during counter-seasonal promotions.
Successfully launched a modern retail prototype, elevating the customer experience and brand presence.
Recognized as the first corporate non-sales employee to receive an award for outstanding contributions and performance.

Summary

This case study demonstrates my ability to lead creative teams, develop impactful marketing strategies, and drive tangible results in client retention and revenue growth. At Jenny Craig, I combined creative leadership with strategic collaboration to enhance the brand’s impact and support its growth.