Experience Overview

Explore my journey across design, marketing, and digital strategy—from crafting visuals in beauty and fashion to driving innovation at adidas—highlighting how I’ve consistently added value through creativity, collaboration, and user-centered solutions.

Intro

Below is my work history (another version of my resume) where I highlight my previous roles and how I added value. Creativity and Designing for people has been the red thread throughout my career.

Jun ‘23 - April ‘24

Jan ‘22 - July ‘24

April ‘21 - Jan ‘22

Oct ‘18 - April ‘21

Feb ‘18 - June ‘18

Aug ‘17 - April ‘18

Jan ‘17 - Jan ‘18

Aug ‘15 - Feb ‘17

adidas

Product Designer

adidas

Global Digital Activation Manager

adidas

Digital Content Manager

adidas

Assistant Manager, Digital Content

Trova Trip

Design & Social Media Manager

Full Beauty Brands

Art Director

bareMinerals

Product Designer

Lorna Jane

Art Director & Content Designer

Crafted intuitive and visually compelling user interfaces to develop an internal tool for the Site Ops team at adidas.

Future of Content | Content Flow - Internal Admin Tool

~ Designed UIs and implemented workflows and wireframes for CMS layout pages using Figma, simplifying complex processes by consolidating six tools into two, resulting in a more user-friendly experience for internal teams managing content on .com platforms.

Future of Content | Digital Product Documentation

~ Led the design and implementation of CMS workflows, ensuring they were both usable and scalable across internal tools. Worked closely with engineering and product teams to streamline the content creation process.

~ Conducted user validation and global gap analysis to gather cross-functional feedback and optimize internal documentation systems, improving accuracy and processes.

Led global digital strategies with a focus on UX principles to drive consumer engagement and satisfaction.

Omni-Channel Activations

~ Achieved 120% sell-through and expanded audience reach by applying UX principles to enhance consumer journeys.

~ Drove data-informed decisions to ensure cohesive storytelling and consumer-centric design improvements, leading to €1M total demand and global sell-through of 98.5% on eCommerce.

Digital Campaign Planning & Execution

~ Managed end-to-end planning and execution on all global digital touchpoints, spearheading projects like Stan Smith, KoRn, JJJJOUND, Shop the Lookbook, and Ozweego’s Web3 activation. Markets went from activating 50% of campaigns to 100%. 

Led & managed all Originals Exclusive campaigns from content strategy to shoot production to execution through a digital marketing lens.

Women’s Fashion Trends Editorial Page

~ Led on-set direction for editorial and campaign photoshoots, collaborating with photographers, videographers, stylists, and external agencies to deliver on-brand, culturally relevant content. Worked with Digital Visual Merchandising, SEO, and Digital Buying & Planning teams to create an editorial experience for Women’s Fashion Trends on adidas.com, driving $2.8M in demand (+68%).

~ Directed on-site activation and art direction for the Velour Trend story, leading to a 127% sell-thru, $596K in demand, and over 10K units sold, ensuring a strong brand narrative and visual consistency across multiple channels.

~ Increased demand for inline collections (Nizza, Bellista, and RYV) by aligning business goals with past campaign data and art direction expertise, driving a 16% demand increase, generating $564.8K in revenue, and achieving a 16% add-to-cart rate.

Collaborated with cross-functional teams to identify content gaps, coordinating shoots with influencers, and creating content strategy briefs for brand design and agencies.

Superstar Product Page A/B Test

~ Developed review-based storytelling components for Superstar product pages, resulting in an 8% increase in add-to-cart rates and a 15.1% increase in Superstar’s share of total units sold across both mobile and desktop.

Email Template Design & Testing

~ Designed new email templates for campaign launches, ensuring brand consistency and engagement across digital channels.

~ Curated and segmented editorial content to enhance audience engagement and drive channel growth.

~ Led Kylie Jenner Osweego test, achieving a 25% increase in open rates.

Combined design expertise with social media strategy to enhance brand engagement and grow audience reach.

~ Led the rebranding of email templates and developed automated email campaigns based on user actions, increasing engagement and enhancing the customer journey across digital touchpoints.

~ Curated and segmented editorial content, as well as social media posts, to increase engagement and channel growth, ensuring alignment with brand narratives and visual direction.

Boosted the brand’s presence and sales by driving creative direction and producing impactful visual content for key campaigns.

~ Led the creative direction for web, print, and catalog designs, including shoe spreads and managing the production of three to four 88-page catalogs weekly, ensuring cohesive and compelling brand narratives.

~ Conceptualized and executed marketing materials from design to production, including print ads and promotional collateral, while collaborating with digital and marketing teams on cross-functional concepts.

~ Directed the Holiday ‘17 campaign, driving a 72% increase in sales through innovative storytelling, strategic design, and impactful execution across multiple channels.

Designed visually engaging event collateral, in-store concepts, and educational materials to maintain and elevate the bareMinerals brand across boutiques and key retailers like Ulta Beauty and Sephora.

~ Collaborated with the marketing team to design event collateral and in-store concepts, ensuring brand consistency across all visual touchpoints for bareMinerals stores, Ulta Beauty, and Sephora.

~ Maintained and developed the bareMinerals brand identity across wholesale channels, creating compelling visual content that aligned with brand narratives and supported key marketing initiatives.

~ Conceptualized and produced printed educational materials for boutiques and wholesale accounts, driving consumer engagement through cohesive, on-brand messaging and design.

Played a key role in directing creative projects across digital and retail channels, contributing to impactful campaigns that resonated with consumers.

~ Led the creative direction for digital and retail campaigns, overseeing the design and execution of website content, social media assets, in-store branding, and event materials to ensure alignment with brand strategy and visual consistency.

~ Directed photoshoots and collaborated with marketing and e-commerce teams to develop consumer-focused content and strategic initiatives that increased brand awareness and drove traffic both in-store and online.