Evolving Creative Organizations: Building for Structure, Performance and Growth
As the OXO brand and business grew in scope and complexity, the creative organization needed to operate with greater ambition, rigor, and consistency. I built and mentored an in-house team capable of delivering agency-level output at scale while supporting the evolving demands of the brand.
Today OXO Brand Design is an integrated group of creatives across digital design, package design, photography and copywriting, organized within a hierarchy that supports accountability, mentorship and growth. The team functions as a coordinated unit—delivering cohesive solutions across packaging, retail, eCommerce, paid media, performance marketing and owned channels.
A key priority was expanding capability alongside expectations. The team now leads all digital marketing creative in addition to core branding and global packaging, operating efficiently across channels without fragmenting focus or quality. I’ve led development of clear standards, shared language, and cross-disciplinary collaboration so work moves with speed and clarity, even as volume and complexity increase.
The result is a high-performing creative organization whose efficiency and productivity has outpaced demand—trusted as a strategic partner within the business and equipped to support future growth across categories and channels.