Creative leadership for the pages that actually sell.

I manage end‑to‑end creative for various FMCG and Consumer health portfolios across Amazon, Walmart, Costco, Target and Sam’s Club. We treat the PDP as a hybrid of brand storytelling and conversion engineering. Every creative decision is informed by data—search and browse behaviour, conversion drivers and platform requirements, so visual language, messaging hierarchy and module composition are optimized for both discoverability and purchase intent. Our objective is simple: transform passive browsers into confident buyers while protecting the brand’s voice.

Working cross‑functionally with brand, strategy and retail teams, we produce a full suite of platform‑specific assets: hero images and lifestyle frames, A+/Enhanced Brand content, short product videos and social cutdowns, optimized bullet copy and e‑commerce‑ready infographics. We road‑test modules against retail specs and shopper pathways, iterate on KPIs, and build repeatable templates and playbooks so high‑quality content can be scaled across SKUs and seasons.

The approach delivers cohesive, high‑impact PDPs that balance craft with commerce: clear product education, elevated brand storytelling, and retail‑native optimizations that improve discoverability and conversion. Beyond immediate page performance, we establish a scalable system and best practices that enable Kimberly‑Clark to consistently present brand-first product experiences at the digital shelf.