OVERSTOCK
The thrill of the hunt—reimagined. I elevated brand storytelling, overhauled the homepage and email templates, and led TV ad production that brought real emotion to great value. Introduced AI-driven creative tools that slashed photography costs while keeping things beautiful. Because a good deal should still look good.
RESPONSIBILITIES & RESULTS
● Trained team on AI prompting, generating photorealistic lifestyle scenes (e.g., Palm Springs patios, Oregon coast) using studio silo shots.
● Modernized email/web UX, increasing conversions by 20–30%.
● Elevated storytelling and seasonal trend content through establishing an innovative new cross-functional quarterly alignment process.
● Introduced AI image generation tools to reduce photography budget by 50% YoY.
● Collaborated with a focus group of cross-functional leaders to redefine brand position and consumer targets.
● Evolved brand style guide for better consistency and standards.