Target | Dynamic Capabilities for Scalable Creative
Building systems that work smarter, not harder.
With hundreds of campaigns spanning 19 product categories, Target’s creative teams needed to move faster, personalize content more effectively, and reduce waste across global paid media efforts. Existing processes were too rigid, siloed, and resource-heavy, slowing time-to-market and limiting adaptability in a rapidly shifting retail landscape.
The Opportunity:
I saw the chance to build something bigger than just faster banners. By transforming our paid media pipeline into a dynamic creative program, we could unlock scalable, user-centered content while reducing production time and costs—without sacrificing quality or brand integrity.
My Role
As Senior Creative Program Manager and Associate Creative Director, I led the vision, design, and rollout of Target’s first dynamic creative system—from strategic framework to stakeholder education. I partnered cross-functionally with marketing, product, media, and external vendors (including Google, Innovid, and Teads) to ensure alignment between storytelling, UX, and performance goals.
A Modular Design System
Built a multi-category template framework that reduced asset creation time by 40%
Dynamic Creative Optimization (DCO)
Integrated tools and partners for personalized, real-time creative at scale
Global Testing & Accessibility Standards
Embedded ADA-compliant UX design and A/B testing workflows across channels
Strategic Team Training
Developed internal documentation and playbooks, training teams across orgs
What I Delivered
Impact at Scale:
$2.5M saved via automation and improved workflow systems
60+ campaigns supported with dynamic content
$44M influenced in online sales
+30% engagement lift via optimized creative testing
Why It Matters:
This wasn’t just a systems update—it was a shift in mindset. By building tools and frameworks rooted in user experience and performance strategy, I enabled teams to deliver smarter creative, faster. It’s the kind of work that transforms not just what we make—but how we make it.
Looking Ahead
Creative operations don’t have to be a bottleneck. With the right systems in place, they become a launchpad for bold ideas, better testing, and more meaningful connections with customers.
