Multi-Audience · Global Launch One franchise, global audience
Creative direction for Advanced Night Repair — reaching 150M+ consumers globally.
- The problem
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Skincare science is precise. The way it's communicated to users rarely is.
- What I built
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Visual-first creative built to flex — campaigns adapted across platform formats and regional markets, so the science landed wherever the audience was.
- Cross-functional scope
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Each channel has a different job — PR builds authority, paid drives conversion, organic sustains visibility, retail trains advisors, influencer creates trust, and digital and online close the loop. Creative was built to serve each function, then adapted for how different markets communicate globally.
- Outcome
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Top global franchise performer. 22 bottles of Advanced Night Repair are sold each minute globally.
Technology Transition · Organizational Change Rebuilding product communications for a new medium
Led the shift from print-centric storytelling to digital-native, social-first communications at global scale.
- The problem
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In 2016, communications at Estée Lauder were built for print. The audience had moved to social and mobile — but the infrastructure hadn't. This required organizational transformation, not channel optimization.
- What I built
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A digital-first operation from scratch: in-house motion production, brand governance across APAC, EMEA, and the Americas, platform-native content strategies, and real-time workflows cutting turnaround from weeks to days.
- Team & scale
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Multi-disciplinary team across content strategy, motion, social, and production. Promoted Director → Executive Director → VP through the transformation.
- Outcome
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Digital engagement grew substantially year-over-year. The playbook became the template across the portfolio.
Brand Systems · Creative Standards Defining how a global brand speaks and shows up
Created the brand guidelines for Estée Lauder — the foundational document governing how the brand communicates across every channel, market, and touchpoint globally.
- The problem
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Global growth had created inconsistency in voice and visual treatment across markets. The brand needed a single source of truth that could govern creative output at scale.
- What I built
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A brand guidelines system covering voice, visual identity, messaging architecture, and channel adaptation rules — precise enough to enforce consistency, flexible enough for creativity.
- Cross-functional scope
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Worked across creative, marketing, digital, retail, and regional teams to codify what was working and build a framework for how to evolve. Became the reference for our global team, agency onboarding, and market alignment.
- Outcome
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Consistent creative standard across markets. Reduced agency briefing friction and became the onboarding foundation for new teams.
Campaign · Consumer Engagement Because of My Age Campaign
A campaign platform built to celebrate the power of aging — giving visibility to the real, lived experiences of consumers the beauty industry had long overlooked.
- The problem
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The anti-aging narrative had dominated beauty for decades. A growing audience wanted to see aging embraced and celebrated — not corrected. The brand needed a platform that could speak to that shift authentically.
- What I built
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A campaign platform anchored in authentic, lived experience — with Paulina as a real voice for the ageless perspective. Creative built to make a historically underserved consumer feel seen, valued, and reflected in the brand.
- Outcome
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High engagement from a consumer segment the category had largely ignored. The campaign gave voice to a new generation of beauty consumers and demonstrated the commercial value of authentic representation.
Creative Direction · Executive Communications · Stakeholder Strategy Translating product capability into the story the room needs
Designed and led the executive and product communications system across the organization — product launches, investor briefings, analyst communications, and strategic partner meetings.
- What I built
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The full creative for every high-stakes room: product launch campaigns built around what the product actually does and why it matters, motion sequences that demonstrate capability rather than describe it, live demo environments designed to show not tell, and creative frameworks that let different leaders carry the same story to different audiences with precision.
- Scope
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Direct C-suite partnership across every major communication — board, investor, press, analyst, and strategic partner. Built org-wide creative frameworks and visual standards. Managed the team and production pipeline to deliver on timelines that never held still.
