As the lead of Creative Strategy on the Ulta Beauty Pro Team, I oversaw the full creative process for the 2024 and 2025 campaign and marketing visuals for America’s Beauty Show-one of the most prestigious professional hair conventions in the United States.

My role included everything from developing the initial moodboards and collaborating with our wardrobe stylist on wardrobe direction to conceptualizing the hair direction, cutting and styling wigs, and guiding the hair color vision. I also managed the casting process and led the entire creative team on set and. I partnered with our photographer, Richard Monsieur giving him input on photo selections and retouching direction. Throughout the project, I collaborated closely with Anna Manukyan, Ulta Beauty's Sr. Director of Education and Creative.