Target Global Design Transformation

Driving operational clarity, creative consistency, and scalable systems across paid media

Context

Target’s global creative operations had become fragmented. Campaign teams across India, Minnesota, and external agencies operated in silos—each with their own tools, processes, and standards. Over 50% of the creative team came from print backgrounds and still used InDesign for digital asset creation, slowing down production and creating inconsistency. Without a digital lead in place for over a year, standards had lapsed and operations were disjointed.

Strategy

Unify the ecosystem. Build a content creation methodology that’s digital-first, user-centered, and operationally scalable. Introduce a shared system grounded in UX/CX best practices, eliminate inefficiencies, and create the foundation for smarter, faster campaign execution across markets.

Solution

I led the development of a global creative operations overhaul—introducing a standardized framework for paid media and paid social. Partnering with program managers and global stakeholders, I delivered an end-to-end solution rooted in system design, training, and scalable creative standards.

Execution

This initiative redefined how Target’s creative teams operate—from concept to delivery. I centralized tools, eliminated redundancies, and introduced digital best practices across teams. We replaced outdated workflows with scalable systems, trained global teams on new processes, and embedded UX thinking into every step of the asset lifecycle.

Audit & Discovery

  • Conducted interviews across teams (India, Minnesota, agencies) to understand pain points and process gaps

  • Assessed digital paid media workflows, identifying elements to retain, adapt, or eliminate

  • Mapped inconsistencies across tools, platforms, and production methods

System Design &
Process Alignment

  • Built a unified framework for digital paid media and social asset creation

  • Strategically integrated UI, UX, and CX principles to improve clarity, hierarchy, and engagement

  • Established Sketch as the core tool, retiring outdated, print-based workflows

Content Framework &
Design Strategy

  • Rewrote messaging structures to accommodate broad and offer-based formats

  • Designed flexible CTA shapes to guide user action

  • Applied motion standards and top-view content logic to support scanning behavior

Training & Enablement

  • Created a comprehensive implementation guide with roles, workflows, and sample templates

  • Launched a Sketch training program for global teams

  • Built best practices, “thought start” prompts, and cognitive load guidelines

Results

  • 50%+ reduction in digital asset creation time

  • 25% fewer meetings through clearer roles, workflows, and training

  • Global adoption of Sketch as the primary tool for content creation

  • Eliminated redundant workflows between paid media and paid social

  • Built a scalable foundation for future growth, tool adoption, and cross-team collaboration

Scalability starts with structure. When systems are rooted in real user needs—and teams are empowered with the right tools and training—creative output becomes faster, smarter, and more aligned.