Resume

Experience

Contentstack | Aug ‘24 - PRESENT

Manager, Global Creative. Accelerated from Principal Creative to transforming, building, and managing a full-service creative team. The name of the game has been adaptation (and AI):

• Built creative infrastructure and org-wide enablement ecosystem:
  Created a scalable design operations system through a comprehensive Figma brand kit and asset library as the backbone. Developed repeatable design templates for ads, layout, slides, motion design, and more. Provided non-designers with resources through self-service Figma Buzz templates, an interactive brand toolkit, and a Claude skill file. The resulting infrastructure empowered any employee to create on-demand, without bottlenecks.

• Hired and built a multidisciplinary in-house creative team:
  Transformed creative services from a fragmented, freelance-based model into a multidisciplinary in-house team of designers. Hired, trained, and led a team of graphic and motion designers based in India. Retained a curated bench of senior freelancers for strategic capacity and specialized expertise.

• Led experiential design and brand creative for annual global events:
  Concepted and executed visual identities for Accelerate, Contentstack’s annual company kickoff, and ContentCon, the flagship global user event held across the US and EMEA. Created comprehensive brand kits for both event brands that were leveraged across paid, digital, and earned media departments. Brought each event to life through full experiential ideation and execution, from stage design, presentation flows, activations, to booth creative and wayfinding. Managed vendors, directed a team of designers through production and QA, and held final creative authority through load-in.

• Owned the creation of bespoke digital experiences:
  Directed two large-scale interactive digital initiatives: Why Contentstack page experience and Escape the Legacy, a gamified competitive takeout. For Escape the Legacy, I originated the full game concept, built the narrative environment and story arc, and led end-to-end creative execution. The game referenced nostalgic arcade gaming and paid tribute to 80s synth-style art; both on-trend and unique in the competitive landscape.

Alteryx | Aug ‘22 - May ‘24

Manager, Digital Global Creative. The time came to devote my attention to one brand and take my creative ideas in-house. I focused on all things digital when it came to the analytics brand:

• Web design and UX strategy:
  Co-led the effort to revamp and modernize the Alteryx website by redesigning the homepage, implementing new interactive elements, creating a new blog experience, and refreshing visuals in staged releases. Coordinated efforts with UX/UI experts, designers, stakeholders, and developers for successful launches at each phase.

• Email Design and Project Management:
  Oversaw the design, creation, and launch of Alteryx-branded marketing email templates. Working with a varied team of in-house designers, external vendors, offshore developers, and internal stakeholders 11 versatile email templates were developed for marketing, demand gen, events, webinars, and more. Created a comprehensive self-serve structure including an image library, guide, and internal SharePoint resources to accompany the launch.

• Brand expansion with a focus on product [my technical background and creative skillset sweet spot enters the chat]: Directed the creation of a stylized UI library for Alteryx’s product suite, collaborating with portfolio marketing to define key visuals and features. I ensured visual consistency across over 20 hero screens and feature representations while managing a team of 3 designers.

• Operational excellence and expertise [aka Figma Queen]: Optimized and managed Figma Brand Team space, component library, and templates. Ensured seamless production scalability with a geographically dispersed team, multiple agencies, partners, and vendors.

Bonfire Labs | Aug ‘21 - Aug ‘22

Sr. Art Director. Creative development, art direction, and design of video content. Includes live-action commercials, internal and external event promotional videos, animated digital content, and 360 campaigns. I saw through ideation to execution and worked closely with clients, copywriters, strategists, directors, and motion designers. 

Acted as creative lead for brand development projects for multiple clients. Through workshops and sprints, I assessed existing brand expressions, audited the competitive creative landscape, established areas for improvement, and delivered a comprehensive brand guidebook. Highlights include:

• Led a team of designers in rebranding efforts for a B2B fintech company, resulting in a comprehensive brand book, event logo, event brand development, and visuals for their user conference.

• Worked closely with a trading platform for NFTs to create a detailed brand book for investors and internal designers. Our strategy and partnership included beta-testing brand visuals and positioning through social media campaigns and event promotion. During the partnership, I art directed the production of all campaign assets, brand book deliverable, and manifesto video culminating in a premiere at Art Basel.

Message Lab | Sept ‘19 - Aug ‘21

Promoted to Art Director from Senior Visual Designer. Branded publishing, editorial design, and storytelling. Work output consisted of custom illustrations for article hero art, website design, sub-branding development, social media promotion, and product development for custom analytics dashboard. Highlights include:

• Development and creation of a style guide for workflow.com (ServiceNow’s thought leadership site)

• Branded, designed, and launched endpoint.tanium.com, a thought leadership site for the cybersecurity company. Developed wireframes, designed interactions, created brand visuals and collaborated with developers for a successful launch.

• Led the website redesign for a Supply Chain AI product. Oversaw all aspects including art direction, illustration, branding, and web design. Collaborated with an illustrator/motion designer to animate vector art and optimize for web.

Samsung NEXT | March ‘19 - Aug ‘19

Freelance Visual Designer. Conception and execution for all things pre-visualization. This includes UX mockups, product design, and story-telling for Samsung’s app development pipeline. I spent most of my time designing a smart fitness app.

Electro (Clorox in-house agency) | August ‘18 - April ‘19

Freelance Digital Designer. Worked on all things Hidden Valley Ranch: social media campaigns, web design, email design, clothing and textile design, and photoshoot and video art direction. In addition to HVR, I worked on Clorox, Soy Vay, and Glad brands.

Kettle | June 2017 - August 2018

Visual Designer. On-site vendor for Marcom and App Store. Super secret.