Clients: Lumens, Arhaus, AromaTech, Peach&Lily, Colgate

• Led the integration of GenAI tools to enhance content production for top eCommerce and lifestyle brands, boosting efficiency, creativity, and speed

• Streamlined creative workflows using GenAI, cutting production time by 30% and reducing reliance on traditional (and expensive) studio shoots

• Engineered highly detailed, repeatable GenAI prompts across Sora, Midjourney, Runway, and Nano Banana, ensuring consistent brand fidelity, product accuracy, and scalable image/video outputs

• Built high-performing paid social assets (UGC-style ads, product demos, motion edits) across major social platforms, using GenAI tools to rapidly concept, iterate, and scale video-first performance creative

• Created photorealistic, on-brand product visuals and lifestyle imagery without a camera, helping brands scale content production at a fraction of the cost

• Directed CGI environments and curated photorealistic 3D spaces using GenAI for art direction, bringing brand stories to life with precision and scale

• Developed high-performing GenAI marketing content, including UGC-style ads and videos, resulting in 25%+ lift in engagement rates

On the eCommerce team at Crate & Barrel, I played a key role in evolving the digital shopping experience across CrateandBarrel.com, CrateKids.com, and the iOS app. I led design updates for seasonal product launches, crafting high-impact visuals, motion graphics, and engaging micro-interactions. Leveraging generative AI tools, I optimized workflows and explored new ways to enhance content creation.

I also drove the team’s transition from Sketch to Figma, establishing scalable design systems, reusable templates, and hands-on training sessions to improve collaboration and efficiency. With a user-first mindset and a focus on eCommerce KPIs, I developed wireframes, prototypes, and conducted user testing to refine interactions and improve conversion.

I took charge of hands-on art direction and managed YML's collaboration with our client, Okendo. With creativity flowing, I crafted storyboards for all 45 animations and collaborated closely with our motion graphics designer, all while leading the content strategy and handling the UX/UI and visual design for product pages. I also contributed to the brand’s design system, incorporating Generative AI imagery to elevate the brand’s visual identity and make it truly stand out.

As a member of the digital team at RH, I developed high-quality solutions, from concept to execution, for the redesign of RH.com, known as "The World of RH." I contributed to the launch of both the RH Outdoor Collection and RH Contemporary Collection, focusing on eCommerce and digital media image curation. Additionally, I managed ongoing updates to their Figma design system.

I led the charge on 360º product launches and crafted digital assets for all six global FORMA brands, including r.e.m. beauty, Morphe, Morphe 2, Playa Beauty, Bad Habit, and Jaclyn Cosmetics, plus two exciting new brands. As the creative lead, I directed the end-to-end design and development of rembeauty.com while managing our internal digital department. I provided leadership, guidance, and training to the copy, eCommerce, and marketing teams, as well as collaborating with external agencies and vendors.

I teamed up with cross-functional global partners for multiple eCommerce retail store collaborations, including Target, Ulta Beauty, H&M, Mecca, Makeup Spot, and Sephora. My focus was on ensuring adherence to WCAG 2.0 guidelines for ADA compliance, all while keeping a user-first approach and targeting key eCommerce KPIs.

Additionally, I migrated and trained the in-house digital and cross-functional teams on Figma, overseeing all digital assets—website, email, and social media (including influencers)—for both organic and paid campaigns across all six FORMA brands. I also created design systems and templates to maintain brand consistency, ensuring every touchpoint felt uniquely FORMA.