Creative Director | Brand, Campaign, UX/UI & Visual Identity Design Expert
A Bit About Me
Senior Creative Director and UX UI Leader
Senior Creative Director with 15+ years of experience in digital brand creative strategy, UX/UI design and execution across ecommerce and omnichannel platforms. Proven expertise in leading high-performing design teams and delivering conversion-focused, brand-consistent experiences across web, email, social media, Amazon Storefront, TikTok Shops, and other digital channels.
Drove record-breaking revenue growth for tarte.com through fostering team culture, creative innovation, optimized user journeys, and data-informed storytelling. Implemented scalable design systems, enhancing digital brand identity, increasing customer acquisition and engagement through performance-driven design strategies.
Work Experience
Tarte Cosmetics
Nov 2021 - Present
Senior Director of Digital Design & UX/
Jan 2019 - Nov 2021
Digital Art Director
Nov 2021 - Present
Senior Creative Manager
Ouidad
August 2014 - Nov 2016
Creative Manager
Lancome, Strivectin, Restorsea & Kiehl's
March 2014 - November 2015
Freelance Web Designer
QVC
April 2012 - March 2014
Multimedia Graphic Designer
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Partner closely with Digital Marketing, Brand, Photo/Video, & Executive teams to execute high-impact product launches & promotional campaigns—translating brand strategy into compelling digital storytelling across site, email, TikTok Shops, Amazon Storefront & paid social
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Conceptualize & present creative direction through strategic moodboards, UX wireframes, & high-fidelity design mockups for integrated, omni-channel promotional & launch campaigns
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Oversee & approve daily creative executions across tarte.com, email campaigns, paid ads, Tiktok Shop, PDPs, site assets, landing pages & Amazon storefront, ensuring brand cohesion & audience resonance across all digital platforms
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Own & evolve UX/UI standards for tarte.com, with a focus on optimizing product detail pages, checkout flows, & the end-to-end customer journey for engagement & conversion
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Develop & manage project timelines by partnering with cross-functional leads (Brand, Site, Paid, Social, Product) to ensure on-time, on-brand delivery of campaign assets & site updates
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Led the complete replatforming of tarte.com from SFRA to Shopify—including the UX/UI strategy, creative direction, & full redesign of every page. Most notably: homepage, navigation, PDPs, cart, checkout, account pages, content pages & mobile experiences
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Built & maintained scalable, component-based design systems & comprehensive digital brand standards to ensure consistency & efficiency across channels
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Spearhead ADA compliance for all tarte.com content, collaborating with a third-party accessibility agency to identify issues & implement accessible design solutions in both retrospective audits & forward planning
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Partner with Product Team to conduct A/B testing, heatmap analysis, & customer feedback sessions, using data to refine UX flows & boost site performance
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Direct, mentor, & coach a high-performing team of 5 digital designers; foster professional growth through bi-weekly 1:1s, design critiques, & personalized development plans
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Transformed digital presence for CPG and lifestyle brands through a comprehensive rebrand, optimizing site elements, user-centered design, and educational content, resulting in a measurable 46% boost in overall conversion
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Strengthened creative output and design initiatives across programs: email, site, landing pages, paid social, ecommerce, flagship salons and wholesale; drove a 30% increase in marketing campaign click-through rates
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Developed and formalized comprehensive brand guidelines to ensure consistency across photoshoots, digital banners, ecommerce assets, print collateral, and retail displays
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Directed 20+ seasonal model and product photoshoots and video shoots annually, supervising a team of freelance photographers and stylists, while ensuring all photos and videos aligned with the brand's aesthetic and vision
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Overhauled ecommerce platform redesign using user-centered design, contributing to a 12% increase in conversion rates and a 15% boost in mobile traffic
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Conceptualized and optimized web pages focused on user experience and conversion, improving site navigation and increasing conversion by 46%
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Completed competitive audits and trend research to maintain a relevant and aspirational brand position
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Managed a budget for seasonal model and product photoshoots annually, negotiating contracts with freelance photographers and stylists, while ensuring all photos aligned with the brand's aesthetic and vision.
Worked closely with respective Art Directors to create weekly assets for site, emails, paid ads and landing pages for Strivectin, Lancome and Kiehl’s. Communicated with clients to ensure all design needs and specifications were met
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Elevated QVC’s digital presence by enhancing brand aesthetic and product presentation within the digital magazine, achieving a 25% increase in click-through rates and a 10% lift in conversion
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Created and deployed customer-facing e-newsletters for Style on Q and Beauty iQ, increasing customer engagement and product visibility by 39%
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Executed weekly email campaigns from concept to launch, boosting click-through rates by 23% and driving an 18% increase in ecommerce revenue
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Mentored Junior Designer, prioritizing workflows and ensuring compliance with brand standards and production deadlines
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Collaborated cross-functionally with marketing, merchandising, and editorial teams to align creative execution with product strategy, business objectives, and creative briefs
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Provided art direction, editorial layouts, and photography guidance for Q In, QVC’s digital magazine, aligning content with seasonal strategy and brand positioning
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Led end-to-end creative development for weekly email campaigns and related digital assets, including web banners, packaging elements, logos, and social media content
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Mentored a Junior Designer, overseeing workflow prioritization and ensuring adherence to brand standards and production timelines
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Collaborated with cross-functional teams—including marketing, merchandising, and editorial—to align creative assets with product strategy and business goals
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Proposed and optimized interactive web features to enhance usability and drive deeper user engagement
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Edited and refined email copy to align with visual design and support broader marketing objectives
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Created mockups, design concepts, and campaign strategies in response to project briefs and marketing initiatives
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Retouched product and model photography, contributing to polished visual assets for digital campaigns and site placement
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Partnered with Senior Multimedia Designer and Director of Marketing on brand integration and the development of engaging, multi-platform content strategies​
Earlier prior experience available upon request.