Experience

Wayfair | Boston, Massachusetts

EXECUTIVE CREATIVE DIRECTOR

July 2021-February 2023

Owner of the end to end creative functions for Wayfair’s four specialty and luxury brands (AllModern, Birch Lane, Joss & Main, Perigold); including budgeting, concept/development, and execution of broadcast video, imagery, catalog, direct mail, site, email, paid and non-paid advertising, and social brand creative. 

• Developed creative programming from inception to full scale operation for entirely new physical retail presences, video first omni-channel brand campaigns, and cross channel branded visual merchandising systems which resulted in significant business growth (measured in traffic and GRS) across four unique brands.

• Established, evangelized, and evolved brand books and tool kits which serve as the brand backbone for multiple creative functions and which communicate clear, recognizable brand personas and ensure consistent customer experiences across all touch points. 

• Managed a $26m budget and team of 70 people plus external creative agency relationships; scaling the organization and outputs up and down as business goals require. 

HEAD OF IMAGERY CREATIVE

November 2016-July 2021

Built from the ground up Wayfair’s internal 3D imaging capabilities. Grew team from infancy into high production mode by establishing team training and onboarding guidelines as well as the development of creative standards, processes, and best practices with oversight of both creative and production functions.

• Combined best practices from vfx, photography, visual merchandising, and brand building to develop revolutionary creative imaging systems which operate at a fraction of planned budgets and consistently produced gains in efficiency, photo-realism, brand differentiation, and output. 

• Managed a $24m budget and 170 people responsible for creating and producing imagery for all of Wayfair’s businesses — which included both photography and purely digital assets.

• Winner of the 2018 Founders Award for Innovation.

JOSS & MAIN CREATIVE DIRECTOR

December 2014-November 2016

Responsible for the Joss & Main imagery program; creative direction, execution, budgeting, and innovations. 

• Developed unique and nimble photography processes which optimized for scale and consumer trends.

• Consistently produced fresh, compelling creative assets which inspired customers and brought to life brand codes.

• Evolved the Joss brand look and feel from flash sales to specialty retail branding which deepened customer engagement while also attracting new consumer segments to the brand.