At Schaefer, I spearheaded a full-scale brand overhaul and e-commerce site redesign, leading the initiative from concept to launch. This included redefining the brand identity, elevating email marketing, directing new product photography, redesigning the e-commerce experience, and building a product launch playbook — all designed to strengthen the brand and drive measurable results.

Under my leadership, we increased conversion rates by over 100%, raised average order value (AOV), improved customer retention, and significantly reduced cart abandonment. I defined and scaled Schaefer’s brand identity, ensuring a consistent tone, voice, and visual aesthetic across digital, retail, social, and print. I directed end-to-end creative strategy for product launches, demand generation, and brand campaigns, translating business goals into high-impact creative. Managing a blended team of internal creatives, freelancers, and agency partners, I fostered collaboration and upheld quality across every deliverable. I also produced and led 360° creative productions — from photo and video shoots to omni-channel marketing assets for e-commerce, social, retail, and paid media.