Scaling Brand and Experience Across
40+ E-Commerce Properties
Challenge
CPO Commerce was scaling fast, but the brand and customer experience weren’t keeping up. Each storefront had its own look and feel, the shopping journey changed from one property to the next, and campaigns ran without a creative strategy connecting them. The portfolio needed a unified design approach that could bring consistency to the experience while keeping pace with aggressive growth.
My Role
Grew from hands-on designer to Art Director over five years, leading brand identity, UX, and campaign creative across the full portfolio. Owned the storefront experience, checkout and product page design, and the lifecycle and promotional programs that drove retention and revenue.
Impact
Helped drive 150% revenue growth in under five years through branding, UX, and campaign work across the portfolio. Turned a fragmented collection of 40+ retail properties into a cohesive brand and shopping experience. Built the creative standards and design systems that held up as the company kept growing.
Growing from designer to Art Director across a portfolio this size taught me that brand and experience have to scale together. You can’t just make 40+ storefronts look good individually. You have to build the systems that keep them working as one thing while still letting each property serve its audience.