goop
Role
Lead Designer
Date
May 2018 — Nov 2024
As Lead Designer at goop, I designed and directed beautiful, brand-aligned, high-converting creative across all marketing channels, ensuring a cohesive visual brand experience across goop.com, email, social, paid, in-store, wholesale, brand partnerships, and more. My work drove brand equity and loyalty across every touchpoint and supported key company OKRs of profitable growth and continuous scale. I owned the design of goop product launches across key lifestyle verticals (beauty, fashion, wellness, and home); the entire email lifecycle, from weekly newsletters to acquisition and retention campaigns; editorials and collaborations with luxury brands like Cartier, Gucci, and CB2; and just about everything in between. Here you’ll find a selection of my favorite projects from my six years at goop!
Product Launches
goop is set apart by its portfolio of luxurious, high-quality products, created in-house: a fashion label offering a monthly collection of timeless wardrobe staples; clinically tested, efficacious skincare, makeup, and haircare; personal and sexual wellness products; and home goods and furniture. I owned the design of each launch, from initial wireframing to go-to-market, delivering marketing collateral across all channels and driving conversions and strong brand recognition and trust.
As lead design owner of the goop email channel—beloved for its thoughtful curation of content, product recommendations, and personalizations—I developed and upheld the visual brand voice throughout the entire email lifecycle. I designed bespoke layouts for high-touch brand moments, automated and transactional emails for lower funnel customers, and templates and components to ensure speed and scale. I applied best practices to ensure deliverability, driving performance—as measured by clickthrough rates, conversion rates, and revenue per delivered—through collaboration with marketing and editorial stakeholders, rapid and rigorous iteration, and A/B testing.
Youtube
I created a series of typographic cover tiles for goop's Youtube channel, boasting 180K subscribers and generating millions of views. These lockups represent recurring content franchises and tie together the goop visual language across all channels.
