Refreshed USA Today’s visual identity by refining its core aesthetic and building scalable image systems and templates that ensured cross-channel consistency, efficiency, and drove engagement and growth.

Led creative strategy and execution for onboarding email journeys, driving high-value features such as shared subscriptions, tailored newsletters, and alerts—boosting adoption, engagement, CTRs, downloads, and sign-ups.

Led USA Today’s Flash and BAU campaigns, defining offer strategy, urgency messaging, and CTAs; tested offer- vs. message-led approaches and image treatments (none, cropped, full-bleed) to drive performance and inform future campaigns.

Led user-centered, product-focused campaigns that increased subscriber awareness, engagement, and high-value actions; expanded email journeys into acquisition channels, delivering record CTRs.

Designed a modular template system with bold, color-blocked sections to elevate offers and CTAs, with flexible layouts supporting full-bleed image backgrounds across channels. Built to scale across 250+ markets, optimizing layouts and offers for performance.

Led visual strategy for the 2025 NFL and college football acquisition campaigns, building a scalable design system with bold typography and high-impact product visuals that drove engagement and unified brand consistency across teams and markets.