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My Portfolio
Hi! Welcome to my portfolio. Here you’ll find a selection of my work. Explore my projects to learn more about what I do.
Blake Brown Beauty
At Blake Brown Beauty, I oversee the end-to-end digital strategy for Blake Lively’s haircare brand, managing the full online business across DTC and Target.com. I lead omnichannel launch initiatives and cross-functional collaboration to deliver cohesive, high-impact digital experiences.
Key Achievements:
Developed and launched the brand’s DTC website, overseeing all back-end integrations and platform registrations, which led to a sold-out product line within 24 hours of launch.
Launched a personalized Hair Quiz that created a tailored shopping experience and drove 20% of DTC sales in 2025, while providing valuable customer insights that informed all NPD.
Led the digital launch strategy for the Hairspray campaign, orchestrating an omni-channel storytelling approach that highlighted key product benefits and increased site engagement 10x during launch month.
Developed and executed a retention-driven CRM program focused on product education and post-purchase engagement, boosting user satisfaction and achieving an average 4.8-star customer rating.
Managed SEO initiatives, improving site visibility, accessibility, and earning a "Top Quality Score" on Google.
Key Achievements:
Developed and launched the brand’s DTC website, overseeing all back-end integrations and platform registrations, which led to a sold-out product line within 24 hours of launch.
Launched a personalized Hair Quiz that created a tailored shopping experience and drove 20% of DTC sales in 2025, while providing valuable customer insights that informed all NPD.
Led the digital launch strategy for the Hairspray campaign, orchestrating an omni-channel storytelling approach that highlighted key product benefits and increased site engagement 10x during launch month.
Developed and executed a retention-driven CRM program focused on product education and post-purchase engagement, boosting user satisfaction and achieving an average 4.8-star customer rating.
Managed SEO initiatives, improving site visibility, accessibility, and earning a "Top Quality Score" on Google.
Bubble
At Bubble Beauty, I led the DTC department and oversaw all aspects of e-commerce performance, UX, CRM, digital advertising, and customer experience. I developed and executed digital strategies that strengthened brand visibility, improved operational efficiency, and drove significant revenue growth across key launches and seasonal campaigns.
Key Highlights:
Achieved an 8x increase in monthly revenue during the 2023 Black Friday/Cyber Monday season through targeted promotional and media strategies.
Directed DTC strategy for an exclusive Disney collaboration, boosting brand awareness and driving record-breaking sales.
Launched five new products, ensuring consistent storytelling and seamless integration across all digital touchpoints.
Improved shipping time by three business days, increasing customer satisfaction scores by 38%.
All images below were produced by the amazing Creative Team at Bubble.
Key Highlights:
Achieved an 8x increase in monthly revenue during the 2023 Black Friday/Cyber Monday season through targeted promotional and media strategies.
Directed DTC strategy for an exclusive Disney collaboration, boosting brand awareness and driving record-breaking sales.
Launched five new products, ensuring consistent storytelling and seamless integration across all digital touchpoints.
Improved shipping time by three business days, increasing customer satisfaction scores by 38%.
All images below were produced by the amazing Creative Team at Bubble.
Dossier Perfumes
As the Senior UX Manager at Dossier Perfumes, I spearheaded the management of a high-traffic website, achieving over $80M in annual revenue with more than 1 million monthly visitors. By leading the e-commerce strategy and design initiatives, I facilitated a significant 2x year-on-year growth. Collaborating closely with the CEO and CMO, I successfully diversified income streams through personalized rewards and membership programs. I orchestrated international website launches in Mexico and Canada, expanding our global footprint.
Conducting bi-weekly A/B tests resulted in a substantial monthly revenue increase exceeding $250k. I optimized team efficiency by streamlining the management of two designers and three engineers. Additionally, I designed exclusive packaging for over 3,000 Walmart stores and implemented more than 15 highly effective monthly email campaigns, each generating $25k in revenue.
Conducting bi-weekly A/B tests resulted in a substantial monthly revenue increase exceeding $250k. I optimized team efficiency by streamlining the management of two designers and three engineers. Additionally, I designed exclusive packaging for over 3,000 Walmart stores and implemented more than 15 highly effective monthly email campaigns, each generating $25k in revenue.
Smiley Sports
I recently completed a UX project for Smiley Sports, a new sportswear brand, where I focused on designing their landing page. This critical piece will serve as the initial online presence for Smiley Sports until the full website launch.
Utilizing the brand's identity, I created a fully custom site that embodies Smiley Sports' ethos and appeals to its target audience. My approach centered on integrating sleek design elements, clear navigation pathways, and compelling content to ensure an engaging and intuitive user experience. This project allowed me to blend creativity with usability principles, effectively showcasing Smiley Sports' unique offerings and building anticipation for their official online debut.
Utilizing the brand's identity, I created a fully custom site that embodies Smiley Sports' ethos and appeals to its target audience. My approach centered on integrating sleek design elements, clear navigation pathways, and compelling content to ensure an engaging and intuitive user experience. This project allowed me to blend creativity with usability principles, effectively showcasing Smiley Sports' unique offerings and building anticipation for their official online debut.
Secret Club
Secret Club is a brand known for launching exclusive merchandise available for just 24 hours. My role encompassed crafting both the brand identity and designing the entire e-commerce website. With a focus on capturing the essence of exclusivity and urgency, I integrated these elements into the website's design to create a seamless and captivating user experience.
This included implementing intuitive navigation, engaging Y2K visuals, and a streamlined checkout process to ensure a memorable shopping journey for users seeking limited-time offerings. The project allowed me to leverage my creativity and UX expertise to effectively showcase Secret Club's unique concept and drive engagement among its audience.
This included implementing intuitive navigation, engaging Y2K visuals, and a streamlined checkout process to ensure a memorable shopping journey for users seeking limited-time offerings. The project allowed me to leverage my creativity and UX expertise to effectively showcase Secret Club's unique concept and drive engagement among its audience.
Goldune
Goldune is a sustainable homegoods marketplace with a mission to make being a good person a little easier.
My role was to assist the lead designer in the creation of a landing page for the brand. I used UX design and color theory to produce a brand-authentic and action-oriented landing page.
My role was to assist the lead designer in the creation of a landing page for the brand. I used UX design and color theory to produce a brand-authentic and action-oriented landing page.
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