My Role:

I was the Global Director of Digital Innovation. I led the creative ideation with the art team, focusing on digital-first, 360 concepts that could work across global markets. My job was to define the visual approach, make sure it translated across every touchpoint, and shape a modern skin aesthetic for the brand.

The Task:

MAC brought me in to help modernize how the brand showed up online. At the time, nearly 60% of sales were still happening in stores, so the goal was to build digital-first creative that could actually move the business. My task was to rethink the skin aesthetic, bring a fresh visual direction to the art team, and create 360 concepts that worked across every market. A big part of the job was making sure the creative translated into real results—stronger e-comm storytelling, better performance in paid, and a more cohesive experience across social, site, and virtual try-on.