EXPERIENCES: Over 10 years at Drybar, I launched 2–3 new products every year across liquids, tools, and accessories, refreshed and extended existing product lines, reorganized a full collection to support brand growth, and provided creative direction to keep every product aligned with the larger brand story.
DESIGN DIRECTION & COLLABORATIONS: From concept sketches to press checks, I led product packaging at every stage and closely collaborated with product development and marketing. Tasks includes: directing a creative team, presenting to key leaders, selecting and refining components with product development, collaborating with product design team to align designs to brand values, aligning copy with marketing and regulatory, and coordinating with operations — to ensure seamless launches. I also guided agencies on campaign creative and photoshoots, keeping every detail tied back to the brand vision.
Some images from presschecks
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