west elm

At west elm, I managed the digital art and marketing department, overseeing any digital assets from, marketing email campaigns, digital ads, and web customization and UX work. We also concepted and led photo strategy and direction for digital, as well as video content. Below are a few examples of specific initiatives I had my hands in while there.

How-To Video Campaigns

west elm was in need of a new way to engage their customer on social, and a fun way to feature products on their site. I worked to develop a robust creative brief for a “How-To” video format that kick started greater following and engagement on social channels. Teams were small at the time, so I also storyboarded, art directed the shoots, and worked with the editor to ensure proper color and consistency across the videos. The real highlight was seeing some of them featured in Times Square.

Casper Collaboration Campaign

I worked as director to help align the digital team with copy, print and social to announce a collaboration with Casper Mattresses. I led the digital team on landing page and EDM design, as well as site specific banners and ads. We headed the design, received approval from Casper, then worked with other partners to ensure consistency cross channel.

Local Maker Hub Campaign

I worked closely with social and catalog to develop a campaign to announce our new local maker hub. We needed to come up with a fresh design that could translate well in print and digital, and provide us with enough versatility to be interesting in multiple places. I directed a designer and developer to create a robust site dedicated to maker networking and worked with in-store signage and catalog to announce its launch.

Party Animals Election Day Campaign

My team and I were tasked to develop a campaign that would bring surprise and delight to the customer during election season. Rather than focusing on party disparities or mock opposing groups, we thought “Party Animals! Kittens! Puppies!” You can imagine what a delightful shoot that was. We created 12 GIFs with adorable animals subtly moving throughout the site, enticing the customer engage in a digital easter egg hunt. Social media joined in, and as you can imagine, everyone was delighted.

Sale and Marketing Campaigns

Our team delivered 2 email marketing touchpoints a day on average. My team and I struggled to constantly bring creative inspiration and innovation to the table. We daily developed interesting concepts and design to keep the customer engaged and coming back. I led 2 art directors and 6 designers on these campaigns. Final designs were approved, shot into, and sent out to the world.