Company: M.A.C. Cosmetics
Role: Global Executive Director, Digital Innovation
As Executive Director of Global Digital Innovation, the focus was on building, leading, and closely guiding a global digital creative team — shaping the creative vision, setting the standard, and delivering campaigns, product launches, brand collaborations, and site experiences across M•A•C’s entire digital ecosystem. Working directly with the Global Creative Director, VP of Global Creative Digital, and senior cross-functional leadership, the goal was to elevate the brand’s digital presence and build the systems to sustain it.
CREATIVE DIRECTION • DIGITAL EXPERIENCE & INNOVATION • BRAND EVOLUTION • CAMPAIGN DEVELOPMENT • CONTENT STRATEGY • GLOBAL CREATIVE SYSTEMS • PHOTO & VIDEO DIRECTION
The team developed the consumer journey and digital experience strategy for all global campaigns, executed across brand sites, email, paid social, and retail partners — ensuring each activation was both strategically aligned and locally relevant.
A key initiative was expanding content and building a flexible modular system for 28+ hero products—giving the brand greater consistency and a stronger platform for product storytelling. The work drove meaningful improvements in both engagement and conversion.
As part of a broader brand transformation, we overhauled the global email and digital asset guidelines, creating a streamlined system that made it easier for regional teams and agency partners to produce on-brand work efficiently and at scale.
Working closely with the online and omnichannel teams, we introduced new site features and services that enhanced the user experience both online and in-store. The most significant was Looks Destination — a shoppable digital feature built around everyday, iconic, and trending looks, each with step-by-step guides. It drove a significant increase in average order value and directly influenced the digital content and storytelling at M•A•C’s new concept store.
