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ebags
Creative Director
Promoted through multiple design positions to serve as the creative strategist for 600+ travel brands and 300,000+ product activations across the eBags, Inc. organization, including developing and designing the website for 6pm, Tumi, and Case Logic brands. Collaborated and strategized with cross-department leaders and partners to align all creative initiatives with business goal initiatives. Established and led teams of highly skilled creatives, including freelancers and contractors to consistently formulate forward-thinking campaigns and solutions. Leveraged design talent and partnered with key personnel to improve creative execution. Developed and implemented brand identity, design pattern systems, and UX/UI standards to continue to elevate eBags as a leader in their industry, developing collateral that drove revenue, leveraged brand awareness, and built customer loyalty.
Key Accomplishments
- Increased click-through rate by 200% using data-driven insights to execute against seasonal campaigns.
- Oversaw the rebranding and redesign of the eBags, Inc. corporate brand and incorporated it across all channels, including the email and rewards program to grow membership by 65%.
- Led innovation and trends to win multiple recognition awards for both the mobile site and the website Innovation, including Top 50 Websites, Top 100 Mobile Sites, and Website of the Year.
- Increased sales by over 20% to position the organization to be acquired by Samsonite by delivering best-in-class transactional design, which included optimizing the search experience, improved product detail and list page designs, and pre/post purchase email flows.
- Established WCAG 2.1 AA web accessibility standards including alt text, form labels, forced focus change, color usage, repetitive content, and ARIA labels.
Work Samples
Identity Rebrand
ebags Rebrand Design System
Wireframes + UX
UI Design
Lifestyle and Product Photography Standards
The Marketplace
Managed creative deliverables to drive 200M in annual e-commerce sales by supervising personnel across multiple disciplines including digital, print, video, animations and mobile design. Mentored an array of diverse digital designers, copywriters, UX designers, contractors and interns. Collaborated with various business owners to translate seasonal strategies into digital solutions for web, email and social platforms.
Annual Sales:
200M
Brands Launched:
600+
6pm, TUMI, and Case Logic
At eBags, I led digital design direction across web and marketing platforms for 6pm, TUMI, and Case Logic. Defined storytelling opportunities for bag and footwear categories. Identified and integrated new design disciplines for the customer experience.
6pm.com
tumi.com
caselogic.com
