Brand + Digital Marketing + Website Design

• Spearheaded art direction and provided mentorship in visual design that unified visual consistency across The Capital Group’s products, enhancing brand perception and user trust globally.

• Instrumental in the development and implementation of CG’s global rebranding and design system development, that streamlined production workflows, drastically reducing time-to-market for web and product pages and fostering a cohesive brand identity.

• Transitioned the organization to Figma, enhancing the existing design systems with innovative components, design tokens, and comprehensive documentation, improving collaboration and efficiency in design operations.

• Provided mentorship to junior-level colleagues, guiding them in design principles, tool proficiency, and project management. This mentorship fostered a collaborative and creative environment that not only enhanced their technical and soft skills but also facilitated their professional advancement within their roles.

• Played a pivotal role in the visual design and UX for the Target Date Funds Retirement Tool directly contributing to over $2.4 billion in sales within its first quarter.

• Conducted extensive user research to define personas and understand client needs, leading to significantly improved site experience for advisor, investor, and institutional clients.