Lead a 15-person creative team across brand design, integrated campaigns, performance marketing, CRM, merchandising, social, packaging and ATL communication.

      Built and directed the Shopsy 2.0 visual identity, defining the brand’s typography, colour palette, layouts, graphic principles and motion language.

      Art direct campaigns, photoshoots and customer-facing app experiences, partnering with Product, Engineering, Marketing and business leadership.

      Created AI-assisted creative workflows that cut a six-hour production task to 20 minutes while retaining consistency and quality.

      Shaped the brand’s social design language during the growth of its Instagram presence from launch to 1.7M followers.