Site strategy and wireframes, direction of outside UX designers, product marketing copy, photo and video direction, merchandising, on-site testing, and launch.

• Wireframed the collection page, PDPs, and bundle flow before design started, so the design brief was a set of decisions rather than a blank page
• Briefed and directed outside UX designers through mockups and revisions
• Wrote the product marketing copy for four PDPs and two bundles — converting customers on a category the brand had never sold
• Directed the ecommerce photo and video shoot: shot lists, on-model specs, format requirements per placement
• Built and merchandised the pages in Shopify, then launched across the homepage, navigation, promo bar, and campaign landing pages