PROJECTS
Spark x You | Positive Grid
Transforming amps into personal statements through custom grille designs.
We launched the first-ever product personalization experience for PositiveGrid.com, giving guitarists the ability to express their unique style with customizable amp grilles. What started as a bold test quickly turned into a revenue-driving innovation, fueling artist collabs, increasing AOV, and opening up new engagement channels.
Led end-to-end by my team:
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Ideation & Validation: Concept development, customer testing, and stakeholder alignment
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UX/UI: Mobile-optimized landing page design and seamless integration into the shopping flow
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Creative Direction: Oversight and approval of all visual assets, ensuring brand cohesion
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UAT: Comprehensive QA across multiple devices and browsers
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Merchandising: Product selection, content development, inventory forecasting, and PDP optimization
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Go-to-Market & Performance: Paid media, paid search, email, affiliate, and influencer strategy
Positive Access | Positive Grid
Turning customers into lifelong fans through value-packed loyalty.
We launched Positive Access to deepen retention and reward our most engaged customers, blending exclusive content, member-only perks, and personalized experiences into a loyalty program tailored for musicians. In a category often focused solely on acquisition, we built a community-driven experience that increased LTV, reduced churn, and created new monetization pathways beyond the first purchase.
Led end-to-end by my team:
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Strategy & Positioning: Identified retention gaps and monetization opportunities. Defined the value proposition, segmentation tiers, and business model.
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UX/UI & Site Integration: Designed a mobile-first landing page and seamlessly integrated loyalty benefits into the post-purchase and account experience.
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Content & Engagement: Built a cadence of fresh drops, exclusive artist content, and more to encourage regular site return and community participation.
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Lifecycle Integration: Developed triggered email/SMS flows to welcome, engage, and upsell members at key lifecycle moments.
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Merchandising & Monetization: Created members-only offers and bundling strategies, improving attach rate and margin per user.
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Performance & Optimization: Launched and scaled with paid, email, and influencer support. Iterated based on cohort behavior, usage metrics, and retention trends.
Backstage Pass Sweepstakes | JBL
Launch of Backstage Pass Sweepstakes program on JBL.com to promote email subscription list growth and retention.
My team's involvement end-to-end:
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Concept ideation
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UX/UI of landing page across various devices
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Content: creative direction and approval of all assets
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UAT across various devices
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Merchandising strategy and execution (e.g., terms and conditions landing pages in close collaboration with legal)
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Marketing strategy and execution (e.g., paid media, paid search, email, affiliate, and social)
ChatBot | JBL
Launch of ChatBot on JBL.com to provide a more seamless customer service experience and improve Net Promoter Score (NPS).
My team's involvement end-to-end:
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Concept ideation
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Procurement
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UX/UI of ChatBot across various devices
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Content: creative direction and approval of all assets
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UAT across devices
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Merchandising strategy and execution (e.g., product recommendation dialog flows)
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Marketing strategy and execution (e.g. paid media, email, affiliate, and social)
Interactive Gift Guides | JBL, Harman
Launch of strategically curated gift guides with the ability to shop by personas and price during peak seasons. These guides have become high-value pages which provide great content and PR opportunities across various channels; such as affiliate, social, display, and email.
My team's involvement end-to-end:
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Concept ideation
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UX/UI of landing page across various devices
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Content: creative direction and approval of all assets
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UAT across various devices
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Merchandising strategy and execution (e.g. product selection, placement, content management, inventory forecast and allocation)
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Marketing strategy and execution (e.g. paid media, paid search, email, affiliate, and social)