Lead design efforts for client products, collaborating with cross-functional teams to create user-centered experiences. Conducted user research, defined UI/UX strategies, and delivered prototypes.

Responsible for providing strategic recommendations for building high quality and scalable corporate and retail e-commerce platforms. Brought recommendations to life in the form of user journeys, wireframes, concepts, and go-to-market products. Integrated a consumer-centric view across our corporate and retail products which helped create a better gifting experience for everyone and delivered significant business growth and operating efficiencies.

Worked with Soren Mills, Head of Growth & Strategic Partnerships, to uncover new lines of business and revenue though research, product innovation, and new partnerships. Designed a number of product innovations based on GiftNow’s proprietary technologies, including new digital and physical consumer experiences for subscription gifting, category gifting, contextual gifting for our retail partners, and the creation of GiftNow’s Corporate Gifting Platform. Partnership wins included Target, Oracle, and Coca-Cola.

Worked with Gabe Saunkeah, Director of Client Solutions & Success, to develop the onboarding strategy for Loop Commerce’s digital gifting & e-commerce SaaS platform, GiftNow. Worked with GiftNow’s retail partnerships (Target, Macy’s, Neiman Marcus, Saks Fifth Avenue, Coach, Uniqlo and dozens of others) to create a unique digital gifting experience. Provided creative support for both internal and external retail marketing teams in the development of marketing strategies to raise the awareness of digital gifting. Responsible for designing product innovations and new features as we grew the digital gifting business. Loop Commerce was acquired by Synchrony Financial (NYSE: SYF)
in June 2018.

Worked with the company’s founder Sophia Asghar to implement and expand their new brand direction holistically across the company, B2B health programs, and all external consumer touch points. Designed online web and social platforms, brand collateral, and consumer focused print and digital materials.

Worked with Ciara Pressler, Founder of Pregame, to transform Sokya Health’s brand to better position their company as a leader in the B2B mental health market. Work included market analysis, new brand direction, and creative solutions relating to their website, mobile app, brand collateral, digital and print marketing and sales materials.

Worked with the company’s founder Chris Spenser to develop the Keto Pint brand and ice cream products. Work included brand creation, art direction, product design, and sales and marketing material design. Keto Foods products now include ice cream pints, ice cream bars, and chocolate products available in thousands of stores across the US and in 14+ countries.

Worked to elevate the brand and set the creative direction for the next evolution of their product design. Work included a brand redesign, the delivery of a new e-commerce experience, new B2B experience, instore design, product collateral, and lifestyle and product photography direction.

Worked with the company’s founder Caron Proschan to develop the Simply Gum brand and product, leading to the successful launch of the world’s first natural chewing gum. Work included creative direction, product design, e-commerce website, sales and marketing material design. Simply Gum now includes 10 natural gum flavors, mints, and fruit bites which are available in leading grocery stores throughout the US.

Worked with the company’s founder Jess Levin to ideate an existing problem in the wedding industry in that consumers could not connect with individual vendors who had worked on real weddings that were being viewed on social platforms. This led to formation of Carats & Cake, and in turn the delivery of brand direction, consumer and vender web platforms, and sales and marketing materials. Carats & Cake successfully entered and disrupted the $100 billion annual events industry and is now recognized as the leading Marketing and Sales solution for Venues and Property Groups, providing a full suite of purpose-built marketing and sales tools as well as customer conversion solutions.

Worked with the company’s Marketing Director Tricia Starkenburg to introduce Hyundai Motor Finance (HMF) and Kia Motors Finance (KMF) products to Hyundai and Kia dealerships and their customers in the US. Created customer lifecycle marketing strategy and roadmap, growing from 0 outreach to 100K+ monthly emails and direct mail and increasing Hyundai and Kia repurchase rates by 7%. Developed branding; revamped consumer touch points; developed auto finance and leasing product materials throughout the customer lifecycle, and supported marketing and sales initiatives with digital, print and event creative solutions. Following the successful implementation of HMF and KMF within dealerships across America repeated the same process to successfully launch HMF and KMF in Canada.

Led content strategy and internal brand development within Lloyds Banking Group, Insurance (16,000 employees). Responsibilities included: creative design and governance of all digital and print channels and ongoing management of companywide content strategy initiatives.

Led the design & strategic development of Scottish Widows’ communications channels (4,500 employees). Responsibilities included ownership of internal brand, creative design,
development and management of digital and print channels. I also provided business consultancy and support in the delivery of key corporate objectives.

Provided communication consultancy and services to company executives and key business stakeholders. Responsibilities included the strategic delivery of employee engagement, change management and leadership initiatives and providing editorial, copywriting and ongoing business consultation.

Provided creative and copywriting services to Corporate Communication teams, who included internal communications, public affairs and media relations.