Over 14 years I’ve worked across brand identity, art direction, editorial and campaign design for fashion, lifestyle, retail and beauty brands. For the last seven, my focus has been e-commerce and multi-brand skincare: leading an in-house design team that produced paid social, e-commerce, marketplace and CRM assets for international brands such as Medik8, Perricone MD and Dermalogica. What I enjoy most is building the system behind the creative: clear standards, reusable templates, a single workflow for every request, and a routine for learning from performance. Lately, that system includes generative AI used to speed up production and free the team for higher-value work.