Creative Director | GTM Strategist
Driving Omni-Channel Growth at Party City
Led cross-functional initiatives encompassing GTM & CRO strategy, creative campaign direction, conversion-focused web design, and content ecosystem development to significantly enhance brand engagement and drive measurable results.
Creative Campaign Direction
Translating seasonal moments and business objectives into engaging, cohesive omni-channel campaigns was a key focus. This involved developing core creative concepts and overseeing asset production across multiple touchpoints.
Countdown to Joy Gift Guide
Goal:Develop a customer-centric holiday gift guide strategy that cleverly repositioned underperforming everyday items and overstock inventory as appealing 'Stocking Stuffers'. The aim was to drive revenue on this previously hidden inventory by enhancing its relevance and discoverability within a timely gifting context, offering value to customers without resorting to a standard clearance approach.
My Role:Creative Direction & Cross-Category Merchandising Strategy Lead
Concept & Execution:Identified a significant opportunity by auditing the 250k SKU catalog and taxonomy to uncover hundreds of giftable, low-price items often missed by users. Developed a content-heavy, curated gift guide landing experience organizing these discoveries logically (e.g., by recipient/interest). Directed the omni-channel visual execution (web, email, social) to align cohesively with the main "Countdown to Joy" campaign creative, driving traffic to this unique shopping experience and unlocking previously untapped revenue.
+80% Revenue vs. Prior Gift Guides | +22% Time on Page | -63% Bounce Rate
Valentine's Day Seasonal Campaign
Goal:Strategically reposition Party City's Valentine's Day visual storytelling with a modern brand refresh, aiming to deliver the company's first truly cohesive and competitive omni-channel campaign experience in years, alongside driving seasonal sales objectives.
My Role: Creative Direction, Concept Development, Omni-Channel Asset Oversight
Concept & Execution:Developed and executed the 'Valentine's Day Made Easy' creative concept using refreshed, vibrant lifestyle photography and unified messaging. Directed asset creation across web, email, and social channels, achieving a visually consistent customer journey previously lacking.
+39% Lift in Omni-Channel Engagement YOY
Web Conversion Optimization
Improving the performance of key web pages required a data-informed approach to redesign, focusing on user experience principles and A/B testing to validate changes. Below are key examples demonstrating visual transformations and performance impact:
Thanksgiving Hosting Hub Redesign
Problem: The previous Thanksgiving page offered basic product links but failed to support the user's core goal of planning and executing the holiday meal and gathering.
Solution: Transformed the page into a hosting resource, integrating actionable content ('Make Hosting a Breeze' steps, 'Stress-Free Hacks') focused on the user's journey alongside curated product links.
+24% CTR | +52% AOV
Before
After
'Bluey' Theme Page Transformation
Problem: The standard 'Bluey' theme page presented products in a basic grid, lacking thematic storytelling and failing to guide users through planning a cohesive party experience.
Solution: Transformed the PLP into a content-rich landing experience, weaving inspirational content (e.g., 'Set Your Table') and curated product modules directly into the shopping journey.
+16% AOV | +18% Time on Site | -10% Bounce Rate
Before
After
Building Content Ecosystems for GTM
Effective Go-To-Market strategies required foundational improvements to PartyCity.com's content architecture, templates, and merchandising workflows to create truly inspiring and shoppable user journeys.
Blog Re-Architecture (IA)
Addressed the unstructured, SEO-focused blog by implementing a new user-centric Information Architecture. Developed a clear hub-and-spoke taxonomy and added 'Party Ideas' to main navigation, drastically improving content discoverability and user flow.
Modular Content Templates
Replaced the outdated, text-heavy blog template with a visually-driven, modular system Implemented responsive CMS components focused on 'chunking' inspirational content with large visuals and directly relevant shoppable products, turning passive reading into an active shopping journey Shifted production ownership to ensure design quality.
+67% Revenue | +98K Visits | -23% Bounce Rate
Before
After
Connecting the Omni-Channel Journey
The 'Fairy First Birthday' theme provided the perfect opportunity to implement and test this integrated GTM strategy end-to-end. Our focus was on creating a seamless visual and content narrative, ensuring users clicking from social or email ads landed on an inspiring, content-forward page (center tablet view) rather than a standard product grid, guiding them naturally towards relevant products (right tablet view).
Key strategic actions applied across such omni-channel initiatives included:
- Mapped end-to-end user journeys from external channels (ads, social, email) to optimized on-site content hubs and landing pages.
- Directed development of visually consistent creative assets, tailored for each channel while maintaining core brand alignment.
- Strategically utilized the new blog architecture and modular templates as primary, high-value landing destinations for campaign traffic.
- Ensured seamless GTM execution through close collaboration with Paid Media, Email, Social, and Site Operations teams.
Overall Impact Summary
This strategic shift towards inspired shopping successfully integrated content and commerce, transforming key user journeys and delivering substantial results across multiple initiatives:
- Revamped blog delivered over +67% Revenue, +98K Visits, -23% Bounce Rate.
- Content-led PLP tests proved an average lift of 42% conversion and engagement.
- Curated landing pages drove immediate +5% to +60% conversion lifts on test themes.
- Established new, efficient content design templates and workflows.
- Fostered internal alignment & culture shift around a user-centric, inspiration-driven approach.
- Improved site merchandising and product discovery through strategic curation and taxonomy fixes.