// Leadership: Reignited team morale after re-org, reintroducing structured creative management practices focused on sustainable pace, partnership with stakeholders, and transparent prioritization. Implemented clear team rhythms and career development conversations.

// Brand Development: Updated and expanded the Umi brand book—aligning visual and verbal identity to evolving business strategy and product vision ahead of the CES 2025 showcase.

// Campaigns and Launch Strategy: Led the creative production for Panasonic Well’s CES 2025 presence—coordinating asset rollout for Umi’s keynote announcement, managing real-time storytelling across 20+ coordinated social posts, and overseeing physical production of the Umi pavilion’s creative assets (including brand adaptation for print, color proofing, and signage execution).

// Process Innovation: Established a formal creative operations system using Asana, including automated brief intake, project templates, and task structures for better collaboration, throughput, and stakeholder visibility.

// Marketing and Content: Directed Umi’s first brand photoshoot—producing a 5-day on-location shoot with a cast of 17, yielding over 600 final selects for upcoming GTM launch campaigns. Oversaw continuous creative support for Yohana’s customer retention marketing.

// Leadership: Built a team of 10+ creatives, fostering collaboration and reporting to the CMO. Implemented new creative process, increasing throughput by 35% via clear RACIs, brief triaging, and a tiered resourcing model.

// Brand Development: Led a global brand evolution, updating Yohana’s aesthetics and messaging with a new strategy focused on wellness, family connection, and personal thriving. The new platform was adaptable to both US and Japanese markets.

// Marketing Campaigns: Developed a campaign strategy for Yohana’s seasonal product catalog, leading to a 13% increase in customer satisfaction and onboarding of over 15 new vendor partnerships.

// Process Innovation: Partnered with the Growth team to onboard and leverage external technology platforms and agencies for rapid landing page and ad iteration, achieving over 50% new client growth through digital marketing expertise, technical proficiency, and strategic thinking.

Career Highlights (2013-2022)

// Leadership: Grew team size from 3 to 32 across 5 creative departments. Maintained top 7% employee morale and intent to stay metrics, according to bi-annual HR surveys.

// Brand Development: Directed creation of over 35 brand identities, expanding Stitch Fix from a single line of business with 10K customers to four LOBs with 4.2 million customers and a $4.3 billion market valuation. Developed identity systems, visual and messaging guidelines, photographic principles, motion systems, and packaging design.

// Marketing Campaigns: Led creative strategy for 12 integrated campaigns across four lines of business. Drove client acquisition (>10% YOY) and retention (>70% YOY) through innovative use of TV, OTT, DTC video, OOH, social media, and influencer partnerships.

// Process Innovation: Implemented standards and templates, achieving over 50% faster generation for marketing assets, and 35% cost savings in editorial photography. Introduced a unified Figma design system shared across Creative and Product design, enhancing personalized content delivery.

Role Highlights

// Leadership: Led and mentored a team of 32 creatives across brand design, video, photo, editorial retouching, and digital merchandising.

// Brand Development: Directed identity package and go-to-market campaigns for “Freestyle,” boosting customer awareness and purchase behavior. Achieved a new user adoption rate of over 20% in the first 6 months.

// Process Innovation: Integrated editorial photography from 30+ partner brands, expanding imagery by 15%. Defined processes for triaging external photography, ensuring brand coherence and adherence to design frameworks. Improved internal photo production timelines by 10%.

// Project Management: Led the first major packaging redesign since the company’s inception, unifying 3 packaging systems and saving over $1M per year. The new packaging was 13% more sustainable.

// Brand Development: Directed major rebranding effort to unify three sibling brands into a single master brand. Facilitated an 8-week creative sprint with in-house and external teams, producing three unique brand platforms. Secured executive buy-in for final direction and developed a holistic brand system in collaboration with Merchandising, Product, Operations, Marketing, and Corporate Strategy.

// Process Innovation: Co-led Digital Asset Management (DAM) system integration. Required overhauling planning and execution of content strategy and photoshoots, and the curation and deployment of photography in marketing assets. Efforts increased the utilization of editorial photography by over 200% and reduced per shot costs by 35%.

// Process Innovation: Led transition from Adobe to Figma as primary creative tool, leading to a 40% uptick in project throughput , and more consistent brand expression across Marketing and Product .

// Marketing Campaigns: Oversaw creative execution and implementation of Stitch Fix’s first major brand campaign, “We See You,” in partnership with VP of Brand and The Many/Mistress ad agency. Deliverables included an Oscar’s TV spot, large-scale OOH deployments, OTT and digital DTC videos, and assets for growth, CRM, and social. The campaign resulted in a 5% increase in unaided awareness, a 10% increase in aided awareness, and over 20K new clients.

// Marketing Campaigns: Directed Stitch Fix’s IPO video installation across 25 digital billboards in Times Square, enhancing PR campaign for NASDAQ appearance.

// Brand Development: Created the brand identity for Stitch Fix Kids, and the attendant launch campaign, leading to 25K+ signups in the first two months.

// Process Innovation: Moved still life photography from editorial team to product team via training and documentation, increasing shoot cadence from 5 to 20 days a month, leading to a 23% increase in shot count and improving overall efficiency.

// Leadership: Introduced quarterly creative sprints to address marketing needs and trends, and to extend brand guidelines. Sprints increased team morale by over 10% in quarterly surveys.