woom bikes
January 2021 - Present
At woom, I led the creative direction for North America, shaping the brand’s presence and driving impactful design initiatives. Over the years, my role evolved from Senior Graphic Designer to Team Lead and eventually to Manager of Design, where I managed and developed the North American design team. I optimized workflows, spearheaded creative strategy, and ensured all marketing, e-commerce, and advertising assets aligned with woom’s global brand identity while resonating with the regional audience.
My role spanned strategy and execution—developing campaigns, optimizing workflows, and producing engaging creative for paid ads, email, social media, and website design. I also collaborated closely with the Brand Manager and global creative team to maintain brand consistency and drive growth.
From launching large-scale campaigns to refining design processes, my focus was always on elevating woom’s impact and brand recognition.
Stats + Impact
50%+
$100k+ emails
Efficiencies within the creative team contributing to 50% increase in $100k+ revenue driving email campaigns in 2024
207%
lift in units sold
Creative direction contributing to avg. 207% lift in total units sold per promotion in 2024
+6%
brand recall
Increased brand recall in North America by 6% from 2022 to 2024
Leadership & Management
Team Growth & Evolution
After transitioning from contractor to full-time in May 2021, I was quickly trusted to build and scale the brand design function—hiring my first team member just five months later. By Spring 2022, I led the expansion to a three-person team, establishing a collaborative and high-performing design culture.
As our team evolved, I guided us through two major organizational shifts: first, moving from regional oversight to reporting directly to the global art director, and later, navigating a return to regional leadership in 2023. Throughout these transitions, I prioritized clear communication, team stability, and growth opportunities—supporting my team through promotions and role changes while maintaining strong creative output.
Creative Approval Process
To support the growing content needs of our marketing and e-commerce teams, I partnered with project management and key stakeholders to develop a streamlined creative workflow—from ideation to execution. This process was designed to balance speed with quality, and has been refined year over year through collaborative workshops and cross-functional feedback.
The result is a thoughtful, scalable content creation framework that includes:
🚦 Clearly defined roles and approval stages
🗓️ Timeline structures tailored to project size and complexity
📋 A unified creative brief template to align teams from the start
📈 Increased efficiency and cross-team alignment throughout the production lifecycle
Collaborative Meetings & Engagement
I’m intentional about creating meetings that are structured, inclusive, and productive. I love to develop custom Miro boards to guide team syncs, project kickoffs, and cross-functional workshops, keeping meetings engaging and focused, while also encouraging collaboration from all voices in the room.
Whether I’m facilitating a cross-functional strategy session or running a weekly design review, my goal is to lead meetings that move work forward, spark ideas, and respect everyone’s time.
🧠 Design and facilitate engaging meetings using Miro to drive collaboration and focus
🕒 Prioritize time efficiency with clear agendas, structured boards, and defined outcomes
✅ Ensure every meeting ends with actionable next steps, not just discussion
Campaigns
Enjoy the ride, woom
After our team worked with an agency to develop the campaign tagline and mantra, I was tasked with bringing the Enjoy the Ride campaign to life.
I collaborated with our Head of Marketing to solidify the creative direction of the campaign, providing feedback to the agency and leading the implementation of the campaign across all channels. Over the course of a year, I helped evolve the campaign into woom’s new brand tagline, solidifying woom’s position as a family lifestyle brand.
In my role, I translated the campaign’s core message into cohesive visual storytelling, guiding the design team through concept development and execution. Working closely with marketing, e-commerce, B2B, and creative teams, I ensured the message was effectively communicated across digital, print, and paid media touchpoints. This collaborative effort helped position woom as more than a bike company, but as a partner in creating joyful family memories.
The web design portion of this project is featured more in-depth in the UX section below.
UX and Web Design
The Holiday Gift Guide
As the iconic present under the tree, woom bikes’ most important time of the year for sales (and creating smiles) is the holiday season. Every Q4 we set out to provide our customers with an immersive holiday shopping experience on the woom website. The 2024 woom Holiday Gift Guide took a unique approach compared to years’ past and aimed to give the shopper the experience of shopping woom.com with a filter before we were able to technically implement one.
With a “Shop by Rider” section focused on kids bikes categorized by size and terrain, then a “More Ways to Shop” section focused on accessories, gear, and gift cards, we were able to give woom customers a themed, guided experience as they fitted out their kids’ new bike from Santa.
Homepage Refresh and Landing Page: New Brand Position
As the “Enjoy the ride, woom” campaign took on a larger part of the business and developed into a new brand positioning, so did the launch of the campaign. We revamped the homepage of the website along with the launch and gave a home to the brand mantra with a new landing page. These items are also briefly featured in the Enjoy the ride, woom Campaign section above.
Other Landing Pages
woom vs. the competitors
This is a landing page specifically for our paid ads and ecomm team to utilize for brand awareness and competitor focused advertising. The goal is to communicate what sets woom kids’ bikes apart from the competitors on the market, bring brand awareness to the woom brand, and provide shopping opportunities.
Join the Bike Bus Movement
The woom team loves to hosts and sponsor bike bus events for local communities, so we created a landing page for our partnerships team and influencers to utilize in these conversations. The goal of a bike bus is to give a local community or school a safe and communal opportunity to ride their bike to school together in a large group. At these events, woom also provides freebies and usually a special promotional offer.
Paid Ads
Sizing Up Paid Ads
The goal of this campaign is to target woom customers who bought 1-2 years prior and remind them that it may be time to size up their child’s bike. Each set of creative features a specific bike size range and will lead to specific age range category pages on woom’s website.
Other Paid Ads
why woom
A paid ad set for brand awareness educating consumers on the reasons why woom is the best kids’ bike on the market for their little one. From bike frames that are super light (for better control and confidence), to specialized child-specific components and geometry, woom bikes are the best for young riders.
New Helmet
The new READY Kids’ Helmet by woom launched and received a raving review from the industry-trusted group Two Wheeling Tots. The goal of this ad set is to bring awareness to the newly launched kids’ helmet while also quickly communicating the best line from the review.
Event & Print Materials
Learn More
Even more details about my work experience, education, hard and soft skills can be found on my resume. Check it out and let’s work together!