OVERVIEW
Over my six years leading creative at e.l.f. Beauty, I helped shape the brand as it grew from $275 million to more than $1 billion in annual revenue, becoming the #2 mass beauty brand with 25 consecutive quarters of growth while expanding into new categories, retailers, and channels.

Rather than a single rebrand, the work centered on continuously evolving the creative while building the systems, team, and content engine needed to support one of beauty's fastest-growing brands.

MY ROLE
I led creative direction across campaigns, product launches, retail, digital, Amazon, and brand experiences, partnering closely with marketing, product development, merchandising, and executive leadership while leading and growing the in-house creative team.

KEY CONTRIBUTIONS
Built a Scalable Creative Organization
• Grew the in-house creative team from 4 to 15+
• Established scalable content systems supporting launches, campaigns, retail, digital, and social
• Recruited key creative and marketing leadership

Transformed the Retail Experience
• Led the evolution of visual merchandising across major retailers
• Expanded shelf presence at Target, Walmart, Ulta, and others
• Contributed to e.l.f. becoming the #1 most productive beauty brand globally, measured by dollars per linear foot

Scaled Amazon
• Directed creative for e.l.f.'s largest digital retailer
• Supported 8.5× business growth over three years through scalable creative and merchandising