Senior Brand Designer IC Brand Systems & CRO

- Inherited a brand system that wasn't translating to digital; extended it into a full working system: content typologies, illustration library from 6 to 50+ assets, and a custom typeface adopted across the company.

- Built web design system foundations on a visually inconsistent site, with no shared UI decisions and every page designed in isolation: typography scale, color tokens, and layout patterns.

- Co-led CRO end-to-end with demand gen: funnel audit, ICP mapping, A/B testing. Proposed eliminating a friction step before the form; pricing form completion from 2% to 16% (A/B tested). Bounce rate down from 81% to 73% on pricing, 81% to 76% on Book a Demo.

- Led cross-functional projects end-to-end (product launches, campaign branding, events), aligning teams and timelines.

- Built reusable systems across channels (blog typologies, HubSpot workflows, illustration libraries) to reduce production bottlenecks and team dependency.

- Directed brand and visual identity for regional and global clients (EGGER, SodaStream, MercadoLibre, Kia, Carrefour, UN) across identity, web, print, and social.

- Designed web UI end-to-end (wireframes to Figma handoff); introduced prototyping workflows and led the team migration from Sketch to Figma.

- Built internal processes where none existed: file naming systems, centralized file structure, annual design reviews. None of this existed before I joined.

- Managed a team of 7 designers (junior to senior) plus 2 in-house motion designers and 3 external freelancers, mentoring two into lead roles.