DIME

Creative Direction

Campaign Go-to-Market Strategy
Photo Art Direction (Editorial and UGC)
Video Direction

Creative Direction over:
Email and Social Design
Package Design
Collateral Design
Event Signage & Design
OOH (Times Square Billboard)
PR Mailers

Provided end-to-end creative direction for DIME Beauty across nine months, leading a multidisciplinary team of designers, art directors, and copywriters through two seasonal campaigns and two product launches. I oversaw campaign concepting, messaging frameworks, and art direction through execution — directing multi-day photo shoots and translating captured assets into cohesive, high-performing creative across DTC, retail partners such as Amazon and Ulta, social, email, PR, events, and sales.

Completed while Creative Director at DIME

❋ Q3 2025 - Season of Radiance

Led creative direction for DIME’s Summer 2025 seasonal campaign, Season of Radiance, capturing the warmth, optimism, and lifestyle-forward evolution of the new brand guidelines. I executed a six-day production spanning studio and on-location shoots to create a rich asset library for organic and paid media, infusing a sense of place and seasonality into the brand while showcasing how consumers could integrate DIME products into their everyday summer routines.

❋ TBT Eye Cream Launch

Directed the tier-one launch of TBT Eye Cream as a sub-campaign within Season of Radiance, introducing a hero anti-aging innovation designed to “turn back time” for DIME’s elder millennial audience. Developed a launch story rooted in the product’s key clean ingredient, bakuchiol, balancing clinical credibility with playful nostalgia, while ensuring visual cohesion with the broader seasonal campaign.

❋ Q4 2025 - Holiday - Glow with Gratitude

Led creative direction for DIME Beauty’s Q4 campaign spanning holiday messaging and Black Friday/Cyber Monday, the brand’s most critical selling season. Developed Glow with Gratitude as a values-led platform — using elevated gold tones rooted in the existing brand palette to evoke holiday glamour while maintaining brand integrity. These assets were also used on the brand’s first Times Square Billboard which all helped the company exceed target sales goals by 1.5%.

❋ Poppy Lip Balm Launch

Directed the tier-three launch of Poppy, a new shade of DIME’s best-selling lip balm, creating a distinct retail moment across TikTok Shop, DTC and as an exclusive holiday set at Ulta. As a brand primarily rooted in skincare and fragrance, this launch leaned into the playful opportunity of color cosmetics. It spotlighted the vibrant shade through bold, eye-catching visuals while staying cohesive with the broader holiday campaign.