Creative Lead & Strategist

In a campaign prioritizing global consistency and omnichannel excellence, I directed the creation of 200+ custom media assets. Collaborating across global teams, I developed strategic frameworks and creative systems that elevated engagement for loyalty tiers while ensuring cohesive storytelling across digital, print, and motion platforms.

Creative Lead & Strategist

In the 2023 holiday season, I spearheaded adapting a high-level creative concept into a comprehensive, multi-channel campaign for Target. Leading a team of production designers, we developed over 15 unique messages across 120 ad units, ensuring consistent and engaging brand communication. Our strategic approach enhanced customer engagement and significantly boosted sales during the critical holiday period.

Process Optimization, Global Leadership, Digital Transformation: & Systems Strategist

I led the overhaul of Target's global design workflows, implementing a cohesive content creation methodology that reduced project setup times and eliminated redundancies. By developing comprehensive guides and training programs, I empowered teams to adopt new processes, resulting in a 50% reduction in asset creation time for digital paid media and social assets. This initiative laid the foundation for future growth, enhancing efficiency and consistency across global campaigns.

Digital Campaign Strategist, Customer Journey Architect & Creative Operations Lead

I unified Target's creative teams to deliver a seamless customer journey, enhancing digital engagement and boosting sales. By aligning messaging across media channels and optimizing link destinations, we achieved a 49% to 97% improvement in messaging objectives, marking it as Target's highest-performing digital campaign of 2023.

Systems Designer, Creative Operations Strategist & AdTech Innovator

I led the development of Target's Inspiration Discovery (ID) system, creating a dynamic display platform that adapts swiftly to market trends and inventory levels. By designing agile templates and integrating real-time stock data, we reduced ad creation time by over 75% and enabled content updates within 24 hours. This initiative enhanced customer engagement and accessibility, aligning with ADA compliance standards, and demonstrated my ability to innovate in ad tech and omnichannel marketing.

Creative lead, Campaign Architect & Strategist

I led the creation of the inaugural digital campaign for Target's Good & Gather brand, addressing challenges such as limited new product photography and tight timelines. By strategically utilizing existing assets and crafting cohesive content themes, we achieved a 35% increase in brand linkage, setting a new benchmark for future digital campaigns.

Strategic Creative & Media Integration:

As senior Manager and associate Creative Director, I led the creative strategy and execution for Macy’s Tentpole Campaigns, managing the production of 560+ unique assets across 10 messaging flights within tight 4-6 week cycles. I ensured messaging consistency and maximized engagement by aligning creative with media strategies and leveraging dynamic ad optimization. This streamlined approach set a new standard for efficiency and impact, driving the success of omnichannel promotional campaigns.

UX Lead & Product Developer

I shaped the development of a user-focused app for Macy's, designed to simplify the suit-buying process for men aged 20-40. Drawing on extensive user research, I collaborated with cross-functional teams to craft tailored fit recommendations, educational style resources, and decision-making tools. This innovative approach boosted customer confidence, streamlined the shopping journey, and strengthened Macy's brand connection with a key demographic.

Creative Systems Architect & Strategist

I developed a scalable design system that adapts to various marketing needs, enhancing efficiency and consistency across channels. By implementing modular templates and dynamic components, I reduced production time and costs, enabling rapid deployment of cohesive campaigns. This system empowered creative teams to maintain brand integrity while responding swiftly to market trends, setting a new standard for agile marketing solutions.

Design & Process Management | Creative Production | Creative Standards Development

I redefined Macy's digital display photo standards, addressing challenges like complex backgrounds and inconsistent imagery. By establishing clear guidelines—such as shooting square images with simple backgrounds and minimal products—I enhanced image quality and consistency. This initiative increased productivity and ad creation by 30-40%, eliminated unnecessary retouching, and streamlined workflows, aligning with best practices in display ad design.

Creative Strategist & Template Designer

I collaborated directly with Facebook to design templates for its new interactive marketing and shopping experience, Canvas. Facebook sought to gain insights into Macy’s key requirements and goals to drive conversion.

Creative Director & Animator

I directed creative concepts and animation for diverse motion design projects, including network packages, commercials, title sequences, and social media content. My role spanned art direction, live-action direction, storyboarding, project management, and animation. Notable projects include the title design for "Damages," the Vanity Fair title, and the Brooklyn Nets anthem, demonstrating my expertise in crafting compelling visual narratives across multiple platforms.