During 12 years at Beats By Dre as the lone designer for its Worldwide Channel Team, I built our e-commerce presence from the ground up and unified the consumer experience across our network of online retail partners. My work focused on creating engaging, visually-driven narratives that resonated with our audience and showcased the innovation and lifestyle that Beats represented. The goal when creating each product page or brand storefront was to tell the unique story behind every SKU - the “why” for each feature set. This approach resulted in an immediate 400% spike in conversion rates over the first three days of A/B testing.

Beyond external brand storytelling, I also developed internal and partner-facing presentations for Apple’s Executive team and our network of retail partners (Amazon, Best Buy, Target, and other international chains). During the acquisition process with Apple, I was responsible for the executive summaries and prospective business plan documents that played a key role in Apple acquiring Beats for over $3 billion. Throughout my time there, I helped shape how the brand connected with both consumers and business partners, driving meaningful engagement and quantifiable growth.