Systems & Strategies
I lead the development of Wayfair’s creative content systems and strategies. My focus has been on building robust, repeatable frameworks and onboarding materials that serve as the foundation for how we plan, create, and deliver content. These systems minimize noise in market, strengthen brand recall and awareness, and create operational efficiencies for Marketing and Creative teams.
Go-To-Market
Working 12 months in advance, I collaborate with marketing, merchants, and imagery art directors to lead the creative approach for each season. This work is done in a Figma board with wireframing, pulling swipe, and planning photoshoots. This ensures every activation ladders back to overarching business priorities, with aligned messaging, timelines, and creative outputs.
The result is a consistent playbook that moves teams from strategy to execution quickly.
Content System
To move beyond piecemeal seasonal creative, I led the creation of a structured content system that unifies storytelling across organic social, email, and site. I designed “content vehicles” (franchises like “Easy. Doable. Done.” and “Buzz on the Block”) to provide consistency across channels while streamlining production. This framework minimizes fragmented messaging, elevates brand coherence, and sharpens our content strategy for stronger top-of-mind engagement.
Landing Page Playbook
A structured guide that brings clarity and efficiency to page design for categories (100+ pages on site), and 20+ campaigns a year. By setting shared principles for content flow and modular elements early on, we create a repeatable process that cuts down on rework, speeds up execution, and delivers cohesive, engaging experiences for customers across every touchpoint.
