# Roseanne Heras > Sr. Art Director | GenAI Creative & AI-Driven Content for eCommerce | Retail, Home Goods & CPG | Email & Performance Media | Open to FT or Contract – Remote Location: San Francisco Bay Area, United States Profile: https://flows.cv/roseanneheras Do unicorns exist? Maybe not, but if you’re looking for someone who blends design, AI, and strategy into something magical, here I am. I’ve spent years designing for some of the biggest brands, not just leading teams but getting my hands dirty in UX, visual design, and creative tech. Lately, I’ve been diving deep into generative AI, not just as a tool but as a way to supercharge creativity. Whether it’s crafting AI-generated product visuals, automating design workflows, or rethinking digital experiences, I’m all about pushing what’s possible. What I Do Best ✨ AI & Next-Gen Content Creation • Generative AI for on-figure, product, and brand imagery • AI-assisted workflows to scale design & marketing assets • Art direction for CGI scenes and photoreal environments 💡 Creative & Brand Leadership • Helping teams adopt AI and work smarter, not harder • Storytelling through motion, interactive, and visual design • Connecting the dots between design, tech, and marketing 📢 Marketing & Performance Design • AI-assisted websites, apps, email, social, and display ad creative • Design that’s made to engage, convert, and perform • Breathing life into brands with scroll-stopping visuals 🎨 Product & UX/UI Design • Creating intuitive, beautiful digital experiences • Building scalable design systems that keep brands looking sharp • Merging strategy, creativity, and data to make every design decision count Why AI? AI isn’t replacing creativity, it’s making it faster, smarter, and more scalable. I’ve made it part of my workflow to push the limits of what design can do, and I love helping brands do the same. So, if you need an art director who blends AI innovation with digital design expertise, let’s connect 🚀 Brands I’ve Worked With Arhaus | Crate&Barrel | RH | Sephora | Levi’s | Adidas | Benefit Cosmetics | Publix | Safeway | Keds | Sperry | Nixon Watches | Puma | BareMinerals | JLo Beauty | REM Beauty Awards & Recognition 🏆 2024 Webby Awards: Apps & Software Shopping & Retail 🏆 2023 Cosmopolitan Readers' Choice Beauty Award 🏆 2023 Webby Awards Honoree: Best iOS App (Shopping & Retail) 🏆 2022 Webby Awards: Best Website/Mobile (Fashion & Beauty), Best Mobile UI, Best Use of Photography (Website & Mobile) 🏆 2022 Webby Awards Honoree: Best Mobile Visual Design 🏆 2021 Awwwards Honorable Mention ## Work Experience ### GenAI Art Director & Content Creator @ Roseanne Heras Jan 2025 – Present | San Francisco Bay Area 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 ### Digital Design Lead, eCommerce @ Crate and Barrel Jan 2022 – Jan 2025 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. ### Digital Art Director @ YML Jan 2023 – Jan 2023 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. ### Digital Art Director @ RH Jan 2022 – Jan 2023 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. ### Director, Digital Design @ FORMA Brands Jan 2021 – Jan 2022 | San Francisco Bay Area 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. ### Visual Design Lead @ We Are Plus Jan 2020 – Jan 2021 | New York City Metropolitan Area I had the exciting opportunity to collaborate with We Are Plus in partnership with Guthy-Renker to successfully launch JLo's new skincare line. In this role, I took charge of the visual design, content strategy, and animations for Jlobeauty.com. This included crafting new modules, landing pages, product detail pages (PDPs), product listing pages (PLPs), about pages, ingredient pages, and email marketing templates, all while fine-tuning the digital design system to ensure a seamless experience. ### Creative Director, Global Digital @ Benefit Cosmetics Jan 2019 – Jan 2020 | San Francisco Bay Area I led a complete redesign initiative that covered everything from UX and UI enhancements to rebranding and establishing guidelines for a new design system. This extensive project spanned 43 websites in 23 languages, ensuring a cohesive brand experience across all digital touchpoints, including our e-tail partnerships. I managed and executed the design from concept to final delivery—yes, all 43 websites! I single-handedly handled UX, UI, visual design, and production, ensuring smooth transitions to a new platform. Alongside multiple product launch campaigns and managing direct reports, I also leveraged A/B testing to optimize user experience and refine design elements, driving higher engagement and conversion rates. ### Creative Director @ DHC USA Incorporated Jan 2018 – Jan 2019 | San Francisco Bay Area Who is DHC? The largest global skincare brand from Japan that you’ve probably never heard of in the U.S. I took the lead on design development and execution across all 360° marketing channels, crafting new brand design style guidelines and a comprehensive design system. I directed photo and video shoots for various campaigns while managing a talented team of 10 direct reports and multiple outside vendors from concept to completion. As the creative director, I oversaw the redesign and launch of a new website and spearheaded design efforts for several eTailers and retail partnerships, resulting in a remarkable 30% increase in conversion and revenue over the past two years. I collaborated with cross-functional marketing leadership to maintain a consistent visual aesthetic, tone, and voice across all media, including email campaigns and social media. Additionally, I guided the development of print materials, working closely with outside vendors to ensure final deliverables were on-brand, on-time, and on-budget. ### Freelance Product Designer & Art Director @ Redshift Digital Agency. Pattern Agency. Rodan & Fields. Brilliant Earth. JUST Eggs. Jan 2018 – Jan 2019 | San Francisco Bay Area Redshift Digital I was responsible for the UX/UI and visual design for Publix.com's redesign and the iOS app, as well as for creating a comprehensive library of icons. Patterns Agency I led the UX/UI wireframes and visual design for multiple website redesigns, managing the entire process from concept to execution. Rodan and Fields I was responsible for developing prototypes for user testing, establishing brand style guidelines, and designing templates for RodanandFields.com. Brilliant Earth Created a variety of email templates for marketing campaigns. ### Art Director @ BuildingConnected Jan 2017 – Jan 2018 | San Francisco Bay Area I took charge of art direction and design for a diverse range of digital materials, from product design and campaigns to social media content, video, motion graphics, and voiceover talent. Collaborating with cross-functional teams, I brought marketing and product design to life while leading a talented team of four and coordinating with outside vendors to ensure we delivered standout creative solutions. ### Art Director, Photography @ Brandless, Inc. Jan 2017 – Jan 2017 | San Francisco Bay Area In this role, I crafted brand guidelines for photography and video while building an in-house photography department from scratch. I took charge of all on-set art direction, meticulously hand-picking props to elevate our shoots and bring our vision to life. I also assembled and managed a talented team that included photographers, stylists, a chef, and the lighting crew. By collaborating closely with the Creative Director and key marketing stakeholders, I created engaging content that spanned all 360 channels, ensuring a cohesive brand experience. ### Freelance Art Director @ Swirl Jan 2017 – Jan 2017 | San Francisco Bay Area Clients: HTC & Juniper I worked on the UX/UI team. I was responsible for digital innovation and execution on a variety of mobile-first responsive websites ### Senior Product Designer @ Hero Digital, LLC Jan 2016 – Jan 2017 I was the lead art director, visual designer, and UX/UI designer for Hero Digitals clients, Western Digital, John Muir Health, Sephora, and Safeway. I led the art direction, visuals, and UX/UI for the complete John Muir Health website redesign, transforming its user experience from concept to completion. For Western Digital, I revamped the look and feel of their eCommerce website, giving it a fresh and engaging vibe. Additionally, I contributed to the UX/UI and visual design for Sephora’s Gen AI Virtual Try-On app, helping to elevate their digital experience ### Digital Art Director @ SEPHORA Jan 2015 – Jan 2016 Responsible for digital innovation and execution on various digital projects ranging from eCommerce websites to e-mails and social media platforms. Accountable for the creative direction of product photography. ### Digital Art Director @ Fluid Jan 2015 – Jan 2015 I worked closely with a team of UX/UI designers to produce responsive designs for multiple eCommerce platforms. Clients included Keds, Sperry, Nixon Watches, Puma, and Tacit. ### Senior Digital & Motion Graphics Designer @ Bare Escentuals Jan 2014 – Jan 2015 | San Francisco Bay Area I was responsible for driving digital innovation and execution across a wide range of projects, including eCommerce, channel partnerships, mobile experiences, UX/UI design, and motion graphics for video, emails, banner ads, and social media platforms. Additionally, I took charge of the creative direction for product photography while leading and mentoring a team of four designers. I led the successful rebranding of the bareMinerals FAB loyalty program, which involved designing a new logo, in-store signage, membership cards, a microsite for desktop and mobile, packaging, and UX/UI design, resulting in increased mobile usability, membership growth, and overall program awareness. I also played a key role in shaping the new bareMinerals brand identity by redesigning and directing product photography for digital assets across mobile, social media, email templates, banners, and the desktop eCommerce experience. My work extended to designing and leading global digital campaigns for high-level products across the US, EU, and Japan. Additionally, I developed UX/UI wireframes and designs for a vlogger-based microsite, which successfully increased product awareness and attracted a younger customer base. My efforts were instrumental in helping bareMinerals build and expand its fanbase on social media channels. ### Art Director @ Federated Media Publishing, Inc. Jan 2011 – Jan 2014 | SF CA I worked alongside project managers and the creative team to produce rich media ads. Ads included engagement, conversationalist, social media, and sponsored blogs for clients like Levi's, Ford, Nordstrom, GAP, Comcast, TMobile, Skype, Kraft, Dove, Cool Whip, and Armor All. ### Senior Motion Graphics Designer & Video Editor @ TRIA BEAUTY JAPAN Jan 2011 – Jan 2011 | Dublin, CA I was a member of a selected team responsible for the design, development, and execution of two infomercials. I focused on motion graphics and video production for web and broadcast worldwide, including the UK, Japan, Korea, the US, and Canada. Other responsibilities included designing and producing Tria's eCommerce websites, emails, and rich media banners. ### Senior Flash Designer (contractor) @ Kodak Gallery Jan 2011 – Jan 2011 | Emeryville, ca Designed, animated and developed banners, website and product demos. Responsible for UI/UX design. ### Motion Graphics Art Director (contractor) @ Sephora Jan 2010 – Jan 2011 I was responsible for art directing, designing, editing, and developing motion graphics for video, mobile, and social media for Sephora's online audience. I also helped generate concepts and collaborate on a VIB video shoot. ### Senior Interactive Designer (contractor) @ Isobar Jan 2010 – Jan 2011 ### Art Director/Designer (contractor) @ Box Jan 2010 – Jan 2011 I collaborated with Box's in-house creative team to design and develop a microsite for their "fortune" campaign. Responsible for visual design, art direction, and 3D art/animation development.I ### Senior Interactive Designer (contractor) @ The Men's Wearhouse, Inc Jan 2010 – Jan 2011 Designed, animated and developed online banners. ### Senior Designer (contractor) @ Freestyle Interactive Jan 2009 – Jan 2011 Clients: Adidas, SanDisk flash animation/design for microsites and banners ### Senior Designer @ Carat Fusion Jan 2006 – Jan 2009 Clients: Adidas, Revlon, Napster, Kodak, Progressive, Estée Lauder I worked on many projects, including microsites, rich media banners, emails, video editing, green screen compositing, digital rotoscoping and painting, and mobile and social media design. ### Graphic Designer @ New Deal Design Jan 2005 – Jan 2006 I helped create the firm's brand identity, business collateral, website, and other digital materials. ## Education ### BFA in Graphic Design California College of the Arts ### MFA in VFX (compositing & Texture/Lighting) Academy of Art University ## Contact & Social - LinkedIn: https://linkedin.com/in/roseanneheras - Portfolio: https://roseanneheras.com --- Source: https://flows.cv/roseanneheras JSON Resume: https://flows.cv/roseanneheras/resume.json Last updated: 2026-04-13