Brand leader with 10+ years of experience
Current Role:
Design Director at Caresmith
Description:
I lead a team of seven across design, 3D and copy, responsible for launching Caresmith products across our eCommerce channels. Although I joined to lead design, I expanded my scope within three months to also oversee copy and 3D. In the past six months, my team and I have:
- Taken 10+ products to market.
- Increased organic conversion without increasing ad spend, (7.5× in one case).
- Built the brand identity system across 30+ SKUs and seven categories.
- Redesigned the website end-to-end.
- Reduced content production time by up to 50% through AI workflows.
- Standardised creative through benefit-first copy frameworks and SOPs.
Beyond creative execution, I restructured the team into a pod model with clear ownership, optimized workload allocation by matching work complexity to experience levels, introduced daily stand-ups to improve accountability, and established monthly reporting to give founders visibility into team performance.
- Taken 10+ products to market.
- Increased organic conversion without increasing ad spend, (7.5× in one case).
- Built the brand identity system across 30+ SKUs and seven categories.
- Redesigned the website end-to-end.
- Reduced content production time by up to 50% through AI workflows.
- Standardised creative through benefit-first copy frameworks and SOPs.
Beyond creative execution, I restructured the team into a pod model with clear ownership, optimized workload allocation by matching work complexity to experience levels, introduced daily stand-ups to improve accountability, and established monthly reporting to give founders visibility into team performance.