LifeStraw - Baltimore, MD
Digital Creative, Outdoor & Emergency Focus  
Creative Designer                07/2024 – Present

Lead creative direction and digital ecosystem development for Outdoor and Emergency categories, shaping cohesive consumer journeys across Amazon, e-commerce, retail, and social.

Own Amazon A+ strategy and execution, driving a 25% YoY Prime Day lift and achieving 116% of forecasted deal performance.

Define and scale visual systems across product launches and category campaigns (Peak Series, Escape, Sip Essential), strengthening brand consistency and consumer understanding across touchpoints.

Direct photography and content development across lifestyle, product, and humanitarian storytelling; partner with internal teams and external creatives to ensure cohesive, high-quality execution.

Elevate digital merchandising through PDP design, product education, and conversion-focused storytelling that improves discoverability and purchase confidence.

Develop cross-channel assets including email, packaging inserts, retail displays, and B2B/trade show materials (AT Days, AUSA), ensuring alignment across the full consumer journey.

Collaborate cross-functionally with marketing, product, humanitarian, and sales teams to align creative strategy with category growth, brand mission, and business goals.

Under Armour - Baltimore, MD

Global Brand, Digital Designer   03/2019 – 07/2024

Spearheaded cross-channel creative campaigns, driving positive brand perception and enhancing consumer engagement across retail, e-commerce, and social media platforms.

Conceptualized and developed captivating seasonal and annual brand design language, crafting compelling product campaigns for both digital and print mediums.

Partnered with Diversity, Equity & Inclusion (DE&I) initiatives to ensure authentic representation in all creative outputs, resulting in increased brand affinity among diverse consumer groups.

Orchestrated a remarkable 37% increase in positive brand perception among women consumers.

Directed photography shoots to produce impactful visual content and maintained consistency in brand imagery across all touchpoints.

Conducted research to identify user experience improvements, leading to enhanced consumer journey and increased conversion rates. 

Optimized product ecosystems and product education strategies, streamlining processes for enhanced efficiency and impact.

Fostered successful collaborations by art directing external partners, resulting in the creation of engaging animations and supplemental assets.

Presented creative concepts directly to internal stakeholders and executive leadership, effectively conveying strategic design visions.

Digital Production Designer    03/2018 - 03/2019

Contributed to the enhancement of global e-commerce standards through the creation of compelling digital content tailored to regional needs.

Developed visuals for various digital touchpoints, optimizing content for improved user experience and conversion.

Collaborated with cross-functional teams to implement integrated marketing strategies and drive online sales growth.

Greene Turtle Franchise & Corporation - Columbia, MD

Senior Graphic Designer    01/2016 - 03/2018

Established brand identity structures and directed photoshoots to create visually appealing assets for digital and print materials.

Played a key role in refining website and digital asset suites, packaging, and event materials to elevate brand presence in a fast-paced environment.

Leveraged consumer behavior insights to inform design decisions and drive engagement with target audiences.

Duckpin Design, LLC - Towson, MD

Junior Designer   06/2015 - 01/2016

Contributed to a range of client projects, including print collateral, brand identities, websites, and packaging systems.

Applied design thinking principles to develop innovative solutions that met client objectives and enhanced brand visibility.