Getting the work done

Implementing a Design Overhaul –
Creative Direction & Team Management

The Ask:

"Our Creative Director is leaving. Would you take over the creative team and oversight of the redesign in progress? And define the visuals to populate the new elements across all categories."

The Approach:

I worked directly with the Product team to implement new pages and enhance agency mocks for better UI and UX, including package pages/microsites, modules, slideshows, marquees and social activations.
Concepted and collaborated with editors and managers at every level, across multiple departments (editorial, sales, marketing, product, commerce), hired and managed designers and photo team.
Implemented and designed strategy for creation of 30+ custom page headers per week, surfacing new content and campaigns for editorial team.
Increased social reach and interactions with custom designs for Pinterest and Facebook initiatives for editorial, E-commerce and advertiser shareholders.

The Outcome:

Success. The new site launched on time. The full site redesign contributed to 32% YOY increase in page views, 23% increase in time spent on site and 35% increase in email open rates.