As Vice President, Creative, North America, at Estee Lauder Companies, I led the development of an internal creative function to support content needs in the region. Accelerating creative capabilities in all categories (skincare, makeup, fragrance, hair), my team worked across all channels, in close partnership with the brand marketing, influencer, and ecom teams. Brands included: Aveda, Jo Malone, Clinique, MAC, Origins, Smashbox, Glamglow, Too Faced, Darphin, Bobbi Brown, Bumble and bumble, Dr. Jart+, Becca, Prescriptives, La Mer, Lab Series. We successfully helped increase online sales from 30% to 60% by the end of 2020, as a response to the global pandemic and its impact on live retail.