Progression: Senior Designer → Design Lead → Design Manager
Led creative strategy, systems, and teams supporting global lifecycle and performance marketing programs across email, onsite, in-app, push, social, and display channels. Built creative systems at the intersection of scale, performance, and brand stewardship.
• Conceived and led Creative Generator (c100x), a modular automation platform enabling 100× asset scale across lifecycle and performance marketing, accelerating production and enabling rapid experimentation and optimization, positioning creative as a key growth lever without compromising brand quality.
• Transformed eBay’s flagship buyer email program into a personalized lifecycle marketing system, contributing $327M in GMB through data-informed creative, segmentation, and iterative optimization using both quantitative performance metrics and qualitative customer insights.
• Led creative and experience design for eBay’s Next Best Action (NBA) program, translating behavioral signals into high-performing customer journeys and driving $480M in GMB.
• Directed creative across 400+ global lifecycle and performance marketing campaigns annually, producing 4,000+ assets across owned and paid channels: email, onsite, in-app, push, social, and display.
• Partnered with engineering and martech teams to develop Composer, the creative authoring layer within eBay’s Unified Experience Platform, enabling scalable, performance-driven creative production.
• Created the Global Email Template (GET) system, reducing production time by ~30% and QA time by ~50% while supporting ~800M emails.
• Influenced executive decision-making by translating creative performance data and market insights into strategic recommendations, securing CMO buy-in for major redesign initiatives.
• Stepped in to stabilize production during the consolidation of 11 global agencies into a single partner, preventing campaign disruption and delivering $9M in cost savings.