As Head of Design at Trade, I was responsible for developing the look and feel of the brand and ensuring it is represented seamlessly across all channels. In addition to day-to-day design, I hired crucial members of the creative team and fostered a more design-minded product culture.

Creative Leadership. More than developing the branding and visual language for Trade, I was integral in defining and building our creative team. In addition to hiring designers, I worked to instill an understanding and awareness of design across all teams.

Brand Development. Creating brand evangelism was top-priority – meeting customers exactly where they are in their individual coffee journey. At Trade, we spoke to a spectrum of coffee drinkers, from the working parent who adores their Mr. Coffee and vanilla creamer, to a home barista who starts every single morning with a pour over and swears by honey-washed Ethiopian single-origins.

User Experience. Online marketplaces can be sterile user environments. My primary goal in working through Trade’s UI/UX was to re-center the customer experience in a data-driven, human-first mindset. Some successes include increasing homepage conversion by 12% and boosting holiday sales by 3X YOY through a hyper-focused lander.

Systems Building. As Trade experiences rapid growth, the importance of building and maintaining an intuitive, navigable design system for my team was tantamount to ensuring multi-platform continuity.