• Spearheaded creative direction initiatives for diverse business units, orchestrating the development of visually engaging content on product pages. Established intricate illustrations and icons to accentuate product attributes, resulting in enhanced user engagement. Over 600k product pages enriched utilizing over 5k unique assets for private brand product pages. Conversion increased by 454 basis points on pages with content. • Pioneered innovative visuals for product pages, product landing pages, and category pages, collaborating seamlessly with cross-functional teams to support lower-funnel marketing strategies. Established a design system for delivering brand-consistent visual assets. • Strategized, developed, and executed comprehensive marketing campaigns, encompassing static, dynamic, and video content across various platforms, including Facebook, Instagram, Nextdoor, OLA, and Pinterest. • Managed and mentored a team of project managers, implementing optimized workflows that led to a remarkable 136% year-over-year increase in design production. • Served as a liaison between stakeholders and internal/external product managers, engineers, and analysts to develop, test, and release a backlog of features. • Spearheaded improvements in the user story writing process, ensuring feature requests aligned effectively with the product roadmap. • Collaborated seamlessly with cross-functional teams by leveraging our dedicated SharePoint site as a centralized hub for documenting processes, disseminating real-time updates on creative projects and KPIs, and facilitating efficient sharing of essential files. This initiative enhanced transparency, streamlined communication, and fostered a culture of cross-team collaboration. • Demonstrated proficiency in various creative deliverables for print, web, motion graphics, and 3D modeling, encompassing photography, iconography, illustrations, 3D models, video, and animated GIFs.

• Established a comprehensive design system and meticulous content guidelines for product pages, providing a structured framework that harmonized visual elements, messaging, and user experience. This initiative resulted in a consistent and cohesive brand presence, improved user engagement, and elevated product presentation across all digital channels. • Forged a robust design system for icons, illustrations, and 3D renders, meticulously aligning typography, color schemes, line weight, and more across product landing pages, product pages, and category pages. This systematic approach optimized visual consistency, elevating user experience and reinforcing brand recognition. • Demonstrated a track record of delivering top-tier artistic content punctually and within budget constraints. Achieved this by adeptly employing resource allocation, strategic prioritization, comprehensive process documentation, and continuous monitoring of key performance indicators, fostering optimal efficiency. • Headed the development and implementation of strategic Key Performance Indicators (KPIs) to assess and elevate the team's artistic achievements. These metrics drove continuous improvement and ensured alignment with organizational goals. • Innovatively developed and implemented process documentation, resulting in error reduction and significantly expediting the onboarding process for new hires. This proactive approach optimized team productivity and knowledge transfer. • Proactively tackled strategic challenges that had the potential to impede artistic success by swiftly identifying and implementing effective solutions. This included the development of automation scripts, meticulous process documentation to ensure consistent execution, and establishing a streamlined system for regular file updates within a shared repository. These initiatives markedly enhanced workflow efficiency and fostered a more cohesive and productive creative environment.

Led Concept Development and Creative Execution: • Orchestrated the ideation and creative execution of online deliverables, focusing on product pages. • Crafted innovative concepts to elevate the brand's digital presence and engage users effectively. Established Scalable Content Workflow: • Engineered an efficient and scalable content production workflow, optimizing processes for greater productivity and quality assurance. • Innovated with JavaScript Tool Creation: • Pioneered the development of a JavaScript-based online tool, streamlining the gathering and processing of online assets and APIs to create immersive rich content experiences. Provided Strategic Creative Direction: • Offered strategic creative guidance to junior designers, infusing projects with industry best practices and process enhancements. • Actively monitored junior designer’s progress, ensuring the alignment of creative vision with project goals. Multifaceted Content Creation: • Delivered compelling content for over 5,000+ product information pages, expertly balancing multiple projects simultaneously while upholding meticulous attention to detail. Strengthened Cross-Functional Collaborations: • Cultivated robust cross-functional relationships with teams across user experience, technology, development, and product managers. Mentored and Elevated Talent: • Served as a mentor to junior associates, imparting industry standards and drawing from valuable past experiences to nurture their creative growth. Designed Product Tracking Tool for Reporting: • Innovated the creation of an online tool for tracking thousands of products, offering real-time insights into production status. • Empowered senior leaders with data-driven reporting for informed decision-making.

Creative Strategy and Branding: • Led the conceptualization and design of images, advertising campaigns, promotional materials, web-based media, motion graphics, and airport signage, both domestically and internationally. Ensured alignment with Delta's current brand identity standards while supporting various divisions. Collaboration and Stakeholder Management: • Coordinated seamlessly with internal and external clients, vendors, and agency partners. Played a key role in determining production methods, material requirements, brand compliance, and cost estimates to ensure successful project execution. Dynamic Motion Graphics: • Designed captivating motion graphics tailored for stadium LED displays, driving brand visibility and sponsorship impact in baseball, football, hockey, basketball, and soccer arenas. Internal Marketing Support: • Provided creative support to the US Marketing team by developing a wide range of internal channels, including in-flight entertainment screens, gate information display ads, print advertisements, and digital LED billboards, reinforcing Delta's brand identity. Innovation and Workflow Efficiency: • Spearheaded the development and implementation of an intranet-based creative request system, streamlining project tracking for a team of 6+ designers. This innovative solution addressed a critical operational gap and enhanced productivity. Global Brand Awareness: • Introduced and managed an intranet brand awareness site for Delta, attracting over 70,000 annual pageviews. This platform served as a global resource, delivering brand guidelines and upholding brand identity across the organization. Cross-Functional Collaboration: • Worked collaboratively with internal and external groups, employing cross-functional methodologies to drive the successful execution of corporate branding and identity initiatives, fostering a cohesive brand message.