DIRECTV | Art Director | April 2020 - February 2024

As an Art Director on the eCommerce team at DIRECTV, I led end-to-end creative execution across complex episodic campaigns and high-impact, limited-time offers. Leveraging the Adobe Creative Suite, I designed high-converting visual solutions tailored for a fast-evolving digital ecosystem. I owned the complete design lifecycle, from initial concept through final build, collaborating closely with product owners, UX designers, and development teams to ensure web pages met both business objectives and strict brand quality standards.

A defining milestone was leading the creative implementation for the August 2021 DIRECTV.com brand relaunch. Working cross-functionally across Development, UX, Product Marketing, Go-To-Market, and Brand partners, I translated the new brand identity into over 20 completely redesigned landing pages, managing the creative vision from strategy to go-live.

Following the relaunch, I focused on optimizing the user journey for the August 2022 eCommerce redesign. By creating personalized, audience-targeted web experiences for core segments including sports, entertainment, and news enthusiasts and utilizing continuous A/B testing, we successfully streamlined the path to purchase and delivered a 5% increase in online sales.

Campaign and Web Page Designs

Set Top Box and Production Work

My Role | Art Director
Creative Lead | Jon Vernon