Sr. Art Director / Brand Digital Team

● Rebranding: I led a brand identity refresh, refining illustrative elements and establishing clearer visual hierarchies across the design system. The revamped branding contributed to increased site traffic and improved conversion rates.

● Brand-Awareness Campaigns: I developed concepts and produced upper-funnel campaigns — digital ads, landing pages, out-of-home, content marketing, and paid social — designed to build recognition, spark interest, and earn trust ahead of purchase intent.

● UX: I partnered with product teams, analysts, and developers on solutions that improved user experience and created a seamless omnichannel journey.

Team Lead / Digital Brand Creative

● People Management: I led a new three-person design team focused on email marketing and the membership program — managing workload, mentoring designers, and shaping the visual direction of campaigns.

● Design System: I rebuilt the membership program's design system into a new framework that streamlined production and set clear visual and messaging hierarchies to integrate the new prestige tier, ROUGE. The change increased loyalty-program participation by about 20% and boosted sales.

● Creative Direction: I set objectives and tracked progress across multiple digital campaigns, developed concepts, directed photo shoots, and delivered design and editorial solutions.

● UX: I worked with analysts, developers, and channel owners on strategies that improved e-commerce creative and supported a unified customer experience across physical and digital touchpoints.

Creative Team Liaison / US, UK, France & Korea Brand Creative Teams

● Integrated Campaigns: I drove strategic planning, execution, and creation of design for integrated digital and print campaigns — developing concepts, directing photo shoots for product launches and membership magazines, and creating branding materials for global distribution.

● Creative Consultation: I partnered with global subsidiaries in the UK and Korea to guide local designers, and I managed projects and image libraries for international use, delivering cost-effective creative solutions for global and e-commerce marketing.

Creative Director / UK Brand Creative Team

● Brand Positioning & Localization: I led the strategic groundwork to shape DHC's perception in the UK market relative to competitors, tailoring messaging, visuals, and identity to the UK language, culture, and consumer preferences.

● Brand Identity: I developed concepts and directed photo shoots to convey the brand strategy, highlighting the heritage of the Japanese beauty brand and aligning visual and verbal elements with its UK brand voice.

● Creative Direction & People Management: I led a five-person creative team through our product and brand launch, set objectives and tracked progress, and shaped the UK team's creative vision. I managed workflows, budgets, and vendor relationships to protect profitability.

● Creative Consultation: I served as the point of contact for subsidiaries in Japan and Korea, supporting local designers and curating images for international use.

Art Director

● Production Management: I coordinated monthly production schedules with ad agencies, stylists, and photographers, and monitored integrated campaigns to ensure smooth execution.

● Art Direction: I developed concepts for a monthly membership magazine, directed editorial photo shoots and TV ads, and designed marketing materials.