about
For more than 15 years, I’ve shaped digital experiences that connect people to the products and stories that improve their lives.
My work blends creativity and operational precision to drive engagement, conversion, and trust at scale.
Today, as Director of Digital Creative at Lowe’s, I lead a 130-member global teams across design, content, and studio production, building the digital experiences that connect customers to solutions every day.
My focus is on clarity, craft, and operational excellence, turning complexity into systems that scale creativity.
Most importantly, I strive to lead with empathy and help those on my team grow into the best version of themselves while producing creative that is beautiful, engaging, and built to convert.
Experience
Director, Digital Creative
Lowe's Home Improvement • 2022–Present
As Director of Digital Creative, I lead global creative and operational teams responsible for the production and execution of content across Lowes.com, native mobile, and other customer-facing platforms.
My organization includes creative, project management, operations, and a full content studio producing product photography, video, and 3D assets at scale. Together, we deliver nearly 20,000 projects annually across design, editorial content, and digital operations.
I also oversee the strategic expansion of our Bangalore, India–based team, implementing a follow-the-sun operating model that ensures 24/7 coverage for a $9.6B e-commerce business. This structure enabled greater global collaboration, faster turnaround times, and continuous production support.
In partnership with Product and Technology, I helped lead the business creative effort for Lowe’s Marketplace, a major initiative expanding our digital assortment through third-party sellers, and supported enterprise efforts tied to Lowe’s “Total Home” and “digital-first” strategies.
This role requires both creative vision and operational precision, balancing strategy, scalability, and human leadership to deliver experiences that engage customers and drive measurable business growth.
Director, Digital Creative
Lowe's Home Improvement • 2022–Present
As Director of Digital Creative, I lead global creative and operational teams responsible for the production and execution of content across Lowes.com, native mobile, and other customer-facing platforms.
My organization includes creative, project management, operations, and a full content studio producing product photography, video, and 3D assets at scale. Together, we deliver nearly 20,000 projects annually across design, editorial content, and digital operations.
I also oversee the strategic expansion of our Bangalore, India–based team, implementing a follow-the-sun operating model that ensures 24/7 coverage for a $9.6B e-commerce business. This structure enabled greater global collaboration, faster turnaround times, and continuous production support.
In partnership with Product and Technology, I helped lead the business creative effort for Lowe’s Marketplace, a major initiative expanding our digital assortment through third-party sellers, and supported enterprise efforts tied to Lowe’s “Total Home” and “digital-first” strategies.
This role requires both creative vision and operational precision, balancing strategy, scalability, and human leadership to deliver experiences that engage customers and drive measurable business growth.
Director, Digital Creative
Lowe's Home Improvement • 2022–Present
As Director of Digital Creative, I lead global creative and operational teams responsible for the production and execution of content across Lowes.com, native mobile, and other customer-facing platforms.
My organization includes creative, project management, operations, and a full content studio producing product photography, video, and 3D assets at scale. Together, we deliver nearly 20,000 projects annually across design, editorial content, and digital operations.
I also oversee the strategic expansion of our Bangalore, India–based team, implementing a follow-the-sun operating model that ensures 24/7 coverage for a $9.6B e-commerce business. This structure enabled greater global collaboration, faster turnaround times, and continuous production support.
In partnership with Product and Technology, I helped lead the business creative effort for Lowe’s Marketplace, a major initiative expanding our digital assortment through third-party sellers, and supported enterprise efforts tied to Lowe’s “Total Home” and “digital-first” strategies.
This role requires both creative vision and operational precision, balancing strategy, scalability, and human leadership to deliver experiences that engage customers and drive measurable business growth.
Senior Manager, UX
Lowe's Home Improvement • 2021 - 2022
Promoted to lead a rapidly expanding UX & Production organization supporting top-funnel experiences across Lowes.com.
My team grew to more than 50 associates, including multiple people leaders, marking my transition into leading leaders and shaping creative strategy at scale.
Under my leadership, we delivered more than 16,000 projects to production, ranging from weekly home page updates to comprehensive digital category experiences.
We continued to drive double-digit year-over-year comps while supporting both customer experience enhancements and key business priorities during Lowe’s largest year of digital growth.
This role refined my ability to balance vision, velocity, and leadership, building systems that empower teams to deliver meaningful results for both customers and the business.
Senior Manager, UX
Lowe's Home Improvement • 2021 - 2022
Promoted to lead a rapidly expanding UX & Production organization supporting top-funnel experiences across Lowes.com.
My team grew to more than 50 associates, including multiple people leaders, marking my transition into leading leaders and shaping creative strategy at scale.
Under my leadership, we delivered more than 16,000 projects to production, ranging from weekly home page updates to comprehensive digital category experiences.
We continued to drive double-digit year-over-year comps while supporting both customer experience enhancements and key business priorities during Lowe’s largest year of digital growth.
This role refined my ability to balance vision, velocity, and leadership, building systems that empower teams to deliver meaningful results for both customers and the business.
Senior Manager, UX
Lowe's Home Improvement • 2021 - 2022
Promoted to lead a rapidly expanding UX & Production organization supporting top-funnel experiences across Lowes.com.
My team grew to more than 50 associates, including multiple people leaders, marking my transition into leading leaders and shaping creative strategy at scale.
Under my leadership, we delivered more than 16,000 projects to production, ranging from weekly home page updates to comprehensive digital category experiences.
We continued to drive double-digit year-over-year comps while supporting both customer experience enhancements and key business priorities during Lowe’s largest year of digital growth.
This role refined my ability to balance vision, velocity, and leadership, building systems that empower teams to deliver meaningful results for both customers and the business.
Manager, UX
Lowe's Home Improvement • 2017 – 2021
I led the UX and UI design for top-funnel experiences on Lowes.com, including the home page, category pages, landing pages, and marketing campaigns.
I managed a team of 25 designers, copywriters, editors, and researchers responsible for daily content launches and ongoing experience optimization.
My team developed and launched the e-commerce Design System, unifying design standards across Lowes.com platforms, while modernizing our workflow from Photoshop to Sketch, Abstract, and later Figma for greater efficiency and collaboration.
I partnered closely with Product teams to design and implement new site functionality and led the business effort for the development of our next-generation CMS, Tesla, a two-year initiative that replaced Adobe Experience Manager after eight years in use. I also guided creative strategy for major seasonal campaigns including Spring, Black Friday, and Cyber Week, driving 15%+ comps year over year.
What I’m most proud of during this time is the culture we built. Through consistent communication, trust, and shared ownership, our team achieved exceptionally high engagement and nearly zero attrition—even as demand for UX talent surged industry-wide.
Manager, UX
Lowe's Home Improvement • 2017 – 2021
I led the UX and UI design for top-funnel experiences on Lowes.com, including the home page, category pages, landing pages, and marketing campaigns.
I managed a team of 25 designers, copywriters, editors, and researchers responsible for daily content launches and ongoing experience optimization.
My team developed and launched the e-commerce Design System, unifying design standards across Lowes.com platforms, while modernizing our workflow from Photoshop to Sketch, Abstract, and later Figma for greater efficiency and collaboration.
I partnered closely with Product teams to design and implement new site functionality and led the business effort for the development of our next-generation CMS, Tesla, a two-year initiative that replaced Adobe Experience Manager after eight years in use. I also guided creative strategy for major seasonal campaigns including Spring, Black Friday, and Cyber Week, driving 15%+ comps year over year.
What I’m most proud of during this time is the culture we built. Through consistent communication, trust, and shared ownership, our team achieved exceptionally high engagement and nearly zero attrition—even as demand for UX talent surged industry-wide.
Manager, UX
Lowe's Home Improvement • 2017 – 2021
I led the UX and UI design for top-funnel experiences on Lowes.com, including the home page, category pages, landing pages, and marketing campaigns.
I managed a team of 25 designers, copywriters, editors, and researchers responsible for daily content launches and ongoing experience optimization.
My team developed and launched the e-commerce Design System, unifying design standards across Lowes.com platforms, while modernizing our workflow from Photoshop to Sketch, Abstract, and later Figma for greater efficiency and collaboration.
I partnered closely with Product teams to design and implement new site functionality and led the business effort for the development of our next-generation CMS, Tesla, a two-year initiative that replaced Adobe Experience Manager after eight years in use. I also guided creative strategy for major seasonal campaigns including Spring, Black Friday, and Cyber Week, driving 15%+ comps year over year.
What I’m most proud of during this time is the culture we built. Through consistent communication, trust, and shared ownership, our team achieved exceptionally high engagement and nearly zero attrition—even as demand for UX talent surged industry-wide.
Manager, Digital Content
Lowe's Home Improvement • 2015 – 2017
Promoted to lead a growing content organization focused on driving sales and improving the digital shopping experience on Lowes.com. I managed a team of nine specialists responsible for content strategy, workflows, forecasting, and budget oversight, delivering an additional $60M in incremental annual revenue.
In this role, I transitioned from hands-on production to people leadership, mentoring team members toward both personal and business goals. Partnering with Customer Insights, we conducted a study revealing that 72% of in-store transactions were digitally influenced, extending our content’s impact to more than $240M in enterprise value.
This role deepened my ability to connect creative strategy, analytics, and team development to drive large-scale business growth.
Manager, Digital Content
Lowe's Home Improvement • 2015 – 2017
Promoted to lead a growing content organization focused on driving sales and improving the digital shopping experience on Lowes.com. I managed a team of nine specialists responsible for content strategy, workflows, forecasting, and budget oversight, delivering an additional $60M in incremental annual revenue.
In this role, I transitioned from hands-on production to people leadership, mentoring team members toward both personal and business goals. Partnering with Customer Insights, we conducted a study revealing that 72% of in-store transactions were digitally influenced, extending our content’s impact to more than $240M in enterprise value.
This role deepened my ability to connect creative strategy, analytics, and team development to drive large-scale business growth.
Manager, Digital Content
Lowe's Home Improvement • 2015 – 2017
Promoted to lead a growing content organization focused on driving sales and improving the digital shopping experience on Lowes.com. I managed a team of nine specialists responsible for content strategy, workflows, forecasting, and budget oversight, delivering an additional $60M in incremental annual revenue.
In this role, I transitioned from hands-on production to people leadership, mentoring team members toward both personal and business goals. Partnering with Customer Insights, we conducted a study revealing that 72% of in-store transactions were digitally influenced, extending our content’s impact to more than $240M in enterprise value.
This role deepened my ability to connect creative strategy, analytics, and team development to drive large-scale business growth.
Senior Content Developer
Lowe's Home Improvement • 2014 – 2015
As Senior Digital Content Developer, I led initiatives to optimize product content across Lowes.com, indirectly guiding a team of six content specialists.
Our work enhancing imagery, video, A+ content, and 360° spin assets drove approximately $58M in incremental annual revenue. I focused on blending creative excellence with business analytics to improve conversion and engagement, while also designing repeatable content processes and managing vendor relationships to scale production efficiently.
This role strengthened my ability to connect storytelling, data, and operations to drive measurable e-commerce growth.
Senior Content Developer
Lowe's Home Improvement • 2014 – 2015
As Senior Digital Content Developer, I led initiatives to optimize product content across Lowes.com, indirectly guiding a team of six content specialists.
Our work enhancing imagery, video, A+ content, and 360° spin assets drove approximately $58M in incremental annual revenue. I focused on blending creative excellence with business analytics to improve conversion and engagement, while also designing repeatable content processes and managing vendor relationships to scale production efficiently.
This role strengthened my ability to connect storytelling, data, and operations to drive measurable e-commerce growth.
Senior Content Developer
Lowe's Home Improvement • 2014 – 2015
As Senior Digital Content Developer, I led initiatives to optimize product content across Lowes.com, indirectly guiding a team of six content specialists.
Our work enhancing imagery, video, A+ content, and 360° spin assets drove approximately $58M in incremental annual revenue. I focused on blending creative excellence with business analytics to improve conversion and engagement, while also designing repeatable content processes and managing vendor relationships to scale production efficiently.
This role strengthened my ability to connect storytelling, data, and operations to drive measurable e-commerce growth.
Studio Manager
Blair Phillips Photography • 2010 - 2014
I managed the daily operations of a high-volume photography studio that grew to more than three million dollars in annual revenue during my tenure. My work spanned client management, marketing, sales strategy, and post-production, while supporting all commercial photography and personally photographing more than two hundred fifty weddings — the definition of a high-stress job.
I also launched the studio’s educational division, creating workshops and resources for other photographers that generated more than seven hundred fifty thousand dollars in additional revenue. This experience strengthened my understanding of creative entrepreneurship, operational efficiency, and how strong systems can turn craft into sustainable business growth.
Studio Manager
Blair Phillips Photography • 2010 - 2014
I managed the daily operations of a high-volume photography studio that grew to more than three million dollars in annual revenue during my tenure. My work spanned client management, marketing, sales strategy, and post-production, while supporting all commercial photography and personally photographing more than two hundred fifty weddings — the definition of a high-stress job.
I also launched the studio’s educational division, creating workshops and resources for other photographers that generated more than seven hundred fifty thousand dollars in additional revenue. This experience strengthened my understanding of creative entrepreneurship, operational efficiency, and how strong systems can turn craft into sustainable business growth.
Studio Manager
Blair Phillips Photography • 2010 - 2014
I managed the daily operations of a high-volume photography studio that grew to more than three million dollars in annual revenue during my tenure. My work spanned client management, marketing, sales strategy, and post-production, while supporting all commercial photography and personally photographing more than two hundred fifty weddings — the definition of a high-stress job.
I also launched the studio’s educational division, creating workshops and resources for other photographers that generated more than seven hundred fifty thousand dollars in additional revenue. This experience strengthened my understanding of creative entrepreneurship, operational efficiency, and how strong systems can turn craft into sustainable business growth.
Product Photographer
Mast General Store • 2008 - 2010
As the primary product photographer for Mast General Store, I produced all e-commerce imagery, photographing more than 5,000 products and delivering over 30,000 digital assets for online retail and marketing use. I built efficient production workflows and refined post-processing techniques to maintain brand quality at scale.
My daily toolkit included Nikon camera systems, strobe lighting, Adobe Lightroom, Photoshop, Adobe Experience Manager, and Scene7 for asset management and publishing.
In addition to product work, I created campaign imagery for social media and advertising, helping the brand tell authentic, visually consistent stories across channels.
Product Photographer
Mast General Store • 2008 - 2010
As the primary product photographer for Mast General Store, I produced all e-commerce imagery, photographing more than 5,000 products and delivering over 30,000 digital assets for online retail and marketing use. I built efficient production workflows and refined post-processing techniques to maintain brand quality at scale.
My daily toolkit included Nikon camera systems, strobe lighting, Adobe Lightroom, Photoshop, Adobe Experience Manager, and Scene7 for asset management and publishing.
In addition to product work, I created campaign imagery for social media and advertising, helping the brand tell authentic, visually consistent stories across channels.
Product Photographer
Mast General Store • 2008 - 2010
As the primary product photographer for Mast General Store, I produced all e-commerce imagery, photographing more than 5,000 products and delivering over 30,000 digital assets for online retail and marketing use. I built efficient production workflows and refined post-processing techniques to maintain brand quality at scale.
My daily toolkit included Nikon camera systems, strobe lighting, Adobe Lightroom, Photoshop, Adobe Experience Manager, and Scene7 for asset management and publishing.
In addition to product work, I created campaign imagery for social media and advertising, helping the brand tell authentic, visually consistent stories across channels.
Freelance Photographer
Self-employed • 2005 - 2015
As a freelance photographer, I captured a wide range of subjects including real estate, weddings, portraits, and live music. My work blended technical precision with creative storytelling, delivering images that connected emotionally and visually.
During this time, I specialized in digital photography, which was then an emerging technology, while continuing to master medium and large format film. This balance of innovation and craftsmanship shaped the foundation of how I approach creative work today.
Freelance Photographer
Self-employed • 2005 - 2015
As a freelance photographer, I captured a wide range of subjects including real estate, weddings, portraits, and live music. My work blended technical precision with creative storytelling, delivering images that connected emotionally and visually.
During this time, I specialized in digital photography, which was then an emerging technology, while continuing to master medium and large format film. This balance of innovation and craftsmanship shaped the foundation of how I approach creative work today.
Freelance Photographer
Self-employed • 2005 - 2015
As a freelance photographer, I captured a wide range of subjects including real estate, weddings, portraits, and live music. My work blended technical precision with creative storytelling, delivering images that connected emotionally and visually.
During this time, I specialized in digital photography, which was then an emerging technology, while continuing to master medium and large format film. This balance of innovation and craftsmanship shaped the foundation of how I approach creative work today.
SKILLS
Global Creative & Production Strategy
Creative Direction
Team Leadership
UX & UI
AI-Assisted Design
Strategic Planning
Brand Storytelling
Content Strategy
Campaign Development
Design Systems
Workflow & System Design
Capacity Planning
Performance Optimization
Operations Management
Global Leadership
Tools
Figma
Photoshop
Illustrator
Premiere Pro
After Effects
Slack
AI Tools (ChatGPT, Gemini)
Jira
Asana
Workfront
Notion
Webflow
Framer
FullStory
Adobe Analytics
Looker Studio
UserTesting
Maze
Capture One
Lightroom
Google Workspace / MS Office
education
B.S. in Commercial Photography, Magna Cum Laude
Appalachian State University
My education at Appalachian State built the foundation for how I see and shape visual stories.
The Commercial Photography program focused on technical craft, lighting, composition, and storytelling through both studio and on-location work across product, editorial, and advertising photography.
My minor in Media Studies deepened my understanding of communication, audience behavior, and how imagery drives connection, a balance of art, strategy, and purpose that continues to guide my work today.
B.S. in Commercial Photography, Magna Cum Laude
Appalachian State University
My education at Appalachian State built the foundation for how I see and shape visual stories.
The Commercial Photography program focused on technical craft, lighting, composition, and storytelling through both studio and on-location work across product, editorial, and advertising photography.
My minor in Media Studies deepened my understanding of communication, audience behavior, and how imagery drives connection, a balance of art, strategy, and purpose that continues to guide my work today.
B.S. in Commercial Photography, Magna Cum Laude
Appalachian State University
My education at Appalachian State built the foundation for how I see and shape visual stories.
The Commercial Photography program focused on technical craft, lighting, composition, and storytelling through both studio and on-location work across product, editorial, and advertising photography.
My minor in Media Studies deepened my understanding of communication, audience behavior, and how imagery drives connection, a balance of art, strategy, and purpose that continues to guide my work today.
A.A.S. in Graphic Design & Advertising
Wilkes Community College
This program laid the groundwork for my craft and professional mindset.
I honed technical skills in branding, typography, layouts, digital & print design, and advertising workflow, learning how to turn creative vision into compelling visual stories.
A.A.S. in Graphic Design & Advertising
Wilkes Community College
This program laid the groundwork for my craft and professional mindset.
I honed technical skills in branding, typography, layouts, digital & print design, and advertising workflow, learning how to turn creative vision into compelling visual stories.
A.A.S. in Graphic Design & Advertising
Wilkes Community College
This program laid the groundwork for my craft and professional mindset.
I honed technical skills in branding, typography, layouts, digital & print design, and advertising workflow, learning how to turn creative vision into compelling visual stories.
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