The Challenge
As Balsam Hill grew from a niche e-commerce brand into a global market leader, it needed to evolve from purely product-driven marketing to emotionally resonant storytelling. At the same time, campaigns had to scale across multiple seasons, product lines, and regions—without a fully integrated process or unified planning between catalog, digital, and international teams.
Seasonal timelines were compressed, priorities shifted quickly, and demands from cross-functional partners often exceeded available resources. The opportunity was to elevate creative quality, build operational systems, and move the brand toward a more aspirational and human-centric identity—without disrupting revenue performance during critical sales cycles.
My Role and Contribution
I led the vision, art direction, and cross-channel execution of seasonal campaigns while guiding a growing creative team through constant change. My role spanned concept development, photoshoot direction, visual design oversight, stakeholder alignment, and production management. I collaborated with marketing, merchandising, and international partners to define goals and translate them into seasonal creative strategies. Working with project and production managers, I built timelines, allocated resources, streamlined workflows, and ensured final assets were delivered accurately and on schedule across regions and channels. On the ground, I guided designers through feedback, delegation, and quality standards—ensuring every asset reflected a consistent, cohesive, and scalable expression of the brand.
Impact & Outcomes
500+
Assets produced per season across 5 global regions
20%
Reduction in production cycle time through workflow optimization
$100M+
Revenue milestone supported through campaign partnership and execution
Beyond metrics, the brand evolved from product-heavy visuals to more aspirational, lifestyle-driven storytelling—positioning Balsam Hill more competitively while maintaining high sales performance.
500+
Assets produced per season across 5 global regions
20%
Reduction in production cycle time through workflow optimization
$100M+
Revenue milestone supported through campaign partnership and execution
Beyond metrics, the brand evolved from product-heavy visuals to more aspirational, lifestyle-driven storytelling—positioning Balsam Hill more competitively while maintaining high sales performance.
500+
Assets produced per season across 5 global regions
20%
Reduction in production cycle time through workflow optimization
$100M+
Revenue milestone supported through campaign partnership and execution
Beyond metrics, the brand evolved from product-heavy visuals to more aspirational, lifestyle-driven storytelling—positioning Balsam Hill more competitively while maintaining high sales performance.
