As Global Director of Digital Innovation at M-A-C, I led creative ideation with the art team on digital-first, 360 concepts designed to work across global markets. The brand was still doing nearly 60% of sales in-store, so my task was to modernize how M-A-C showed up online — rethinking the skin aesthetic, building a fresh visual direction, and creating concepts that translated into stronger e-comm storytelling, better paid performance, and a more cohesive experience across social, site, and virtual try-on.