I'm Dee Sali — a Creative Producer based in San Diego with over 25 years of experience in fashion, lifestyle, and beauty.

What sets me apart from most creatives is the depth of experience I bring to every project. My career didn't start behind a camera or in a creative studio — it started on the sales floor, in wholesale showrooms, and in boardrooms presenting to CEOs. I've managed multi-million dollar accounts, built brand infrastructure from scratch, led national teams, and run my own business. That foundation informs everything I do as a creative — the way I think about a brief, manage a budget, lead a team on set, and deliver work that actually serves the brand's bigger goals.

For over a decade I led creative production at San Diego Hat Company — building their entire shoot and catalog production process from the ground up, directing two full seasonal campaigns a year, and scaling the operation as the brand grew. I worked directly with senior leadership, managed every vendor relationship, and owned every creative decision from concept to final delivery. Those systems are still in place today.

But my experience goes beyond production. I've built and executed wholesale and retail marketing programs, managed mass market accounts, launched ecommerce platforms, directed experiential events, and developed the teams around me. I understand both the creative and business sides of brand building — and I know how to make them work together beautifully.

That's what I bring to every creative partnership. Not just a good eye and strong execution — but the business intelligence, operational discipline, and people skills to make the work exceptional from every angle.

Outside of work I'm a San Diego local who loves good food, great style, and slow mornings with my family and our husky, Major.

Testimonials

Esprit Appreciation

Rachael Dickens, Founder, The Atwater Group and Style Report Magazine, Co-Founder, Concept The Space

Tiffany Williams, Model, Blogger, and Content Creator

Shristy Chhetri, Ecommerce Director, San Diego Hat Company