Bumble and bumble.

creative direction / art direction / ecommerce design / marketing design / content strategy / content creation / UX + UI / team leadership / project management

I joined the indie haircare brand shortly after its acquisition by Estée Lauder Companies, stepping into a pivotal role to drive its ecommerce growth and digital expansion. As the Design Director, I led all creative execution across the brand’s digital spectrum: encompassing consumer and wholesale websites, retail partner sites, marketing platforms, social media, digital advertising, CRM programs, events, education, travel retail, and a gaming app.

The flagship ecommerce site featured an extensive range of over 100 products, each paired with style recipes and how-to videos. The site was designed to weave media-rich content into shoppable product pages while always elevating the voice and craft of the hairdresser. The site also included an integrated profit-sharing framework for Bumble network salons and robust salon finder features.

I led a collaborative effort with cross-functional teams to craft best-in-class digital products while staying true to the brand’s unique DNA and visual language. Over my 7-year tenure with the brand, we proudly received accolades from the Interactive Media Council, Webpick, WebAwards, and American Inhouse Design Awards.