Collaborated with the VP of Design and team leads to generate, evaluate, design, and prototype concepts for a reimagined consumer product vision to present to management and the board of directors that now serves as the blueprint for the company’s future.Led creative, design, copy, and delivery for brand, marketing, and e-commerce initiatives. Examples include: redesigning the website from a purely lead generation tool to a robust website that supports the marketing of a suite of products as well as e-commerce; designing pages to support the launch of new products; and, developing scalable visual identity and design systems.Led research, UX, and creative efforts for customer acquisition and website conversion. Examples include: global navigation architecture and design; class search and browse; registration pages; lead form optimization that increased conversion by 25%; supporting international versions of the website; and, the transformation of a package-based business model to a subscription-based business model.Led UX redesign of an end-to-end application that allowed tutors to quickly and easily apply to work on the platform while supporting data mapping and gathering the necessary information to facilitate both human and AI analysis. Supported executives leading up to Nerdy’s IPO (NYSE:NRDY; parent company) by designing investor pitch decks, brand guidelines, signage, a website, and marketing materials and later, quarterly earnings reports.Designed experiment plans including low-effort A/B tests to determine long-term investment, and research studies including moderated and unmoderated usability studies and surveys.Design lead on a team of 12 people and manager to four direct reports including contractors.

Employee #1 recruited to build the brand’s identity, including logo, website, ads, packaging and marketing materials, which rapidly gained national press attention and contributed to the brand going viral. Optimization of social ad campaigns resulted in a 50X increase in revenue. Responsible for art direction, copywriting, and designing campaigns spanning print, web and experiential mediums.

Concepting, design, art direction, brand identity, marketing campaigns, and packaging design. Rebranded packaging system across six product categories; lead packaging designer for products sold by Julep and Sephora (international regulations). Art directed monthly campaigns for subscription beauty boxes. Developed brand identity guidelines; worked with marketing, engineering, product development, and copywriting teams to ensure brand quality and integrity.

Recruited for graphic design internship at Sephora’s corporate headquarters in San Francisco. Designed packaging for limited-edition Sephora by OPI products in collaboration with the FOX show, Glee. Worked on brands including Kat Von D, Hello Kitty, Tarina Tarantino, tokidoki, Charlotte Ronson, and Sephora by OPI. Asked to continue as design contractor for the executive team after internship ended.

Web design for nordstrom.com and Nordstrom’s fashion and beauty blogs.

Product and packaging design for wine accessories company. Designed marketing, print, web, and email collateral.

Managed and executed corporate public relations campaigns by advising clients and securing press coverage. Leveraged creative skills to bring in new business. Designed ads, newsletters, brochures and invitations. Designed Mayor Greg Nickel’s 2006 Climate Action Plan and winning pitch for Starbucks.

Advised Fortune 500 clients on corporate financial public relations, crisis and employee communications, mergers, acquisitions and restructurings. Responsible for message development, media training and pitching to press. Clients included Gucci, Martha Stewart Living Omnimedia and Eidos.