Avon’s Global Mobile & Digital Ecosystem

As global head of Avon’s B2B + B2C digital creative, I crafted the company’s digital creative strategy and led the design, build and rollout of our most complex sites, dashboards, mobile apps and tools, campaigns and guidelines. Additionally, I trained and directed local teams and partner agencies across all 69 markets.

From ‘Ding Dong’ to ‘Click Click’

2010–2015

A DRAMATIC GLOBAL ECOSYSTEM TRANSFORMATION

Before: A vast network of disconnected digital properties developed ad-hoc by local IT teams. Little to no consideration was given to conversion. making Avon’s online brand presence more akin to a bargain distribution channel than a beauty brand.

After: A multi-touchpoint, world-class beauty shopping destination with a singular brand voice + creative vision. A suite of B2C, B2B and B2B2C sites, tools and services were centralized to support global and local marketing efforts, Customer shopping experiences, and Representative goals for buidling, growing and managing their online businesses.

Leadership / Creative Strategy / Creative Direction / Full-Stack Product Design / UX UI

Avon.com Redesign

2014

The new avon.com was designed to enhance the social selling experience for Avon Representatives and the shopping experience for consumers in North America. The look was refreshed, contemporary, and fashion forward, with a focus on editorial-style photography. To educate and engage consumers, the site provided rich content, tips from Avon experts, how-to videos, a virtual makeover tool, and ratings + reviews.

Representatives were given the ability to sell through their own personalized eStore (which included customizable features such as videos, blogs, special offers, and select product highlights) as well as participate in an email marketing program and social media suite featuring valuable beauty content that could be customized and easily shared with their customers. Created in partnership with SapientNitro.

AWARDS
Internet Advertising Competition: Outstanding Achievement
WMA WEBAWARD: BEST BEAUTY WEBSITE
WMA WEBAWARD: BEST CATALOG WEBSITE

Click below to play sizzle reel.

Leadership / Creative Direction / Creative Strategy / E-Commerce Activation / UX UI Collaboration

Mobile Brochure Ordering App

2013–2014

We developed a brand new mobile app for Avon representatives to be able to download, view, and order from a digital version of the paper brochures. Featuring a robust suite of functionalities, including customer management, push notifications, social sharing, and videos. Visual design + build created in partnership with SapientNitro.

AWARDS
ADAGE B2B BEST: Best Branded App
APPY’s: Shortlist, Business
CLIO IMAGE: Best Mass App
CREATIVITY INT’L: Gold Award, Business
DIGIDAY MOBI & SAMMY: Ecommerce/Retail
IAC INT’L ADVERTISING: Best Catalog Mobile App
ITUNES, ITALY: Best New App, Lifestyle
MOBBY’S, INDIA: Best Mobile App, Lifestyle
PIXEL AWARD: Shortlist, Fashion & Beauty
PIXEL AWARD: Shortlist, Lifestyle
WEB MARKETING ASSOC. MOBILE: Best Fashion or Beauty Mobile App

Click below to play case study.

Leadership / RFP Development / Concept Development / Creative Strategy / App Architecture / Creative Direction / UX UI / Global Rollout / Local Activation

Global Platform Design

2013–2015

With a presence in 143 countries through 4.1 million independent sales Representatives, Avon sought to globally reinvent its online platform. The ambitious goals included creating a technology platform for Representative order placing, global content creation, transitioning to a web 2.0 social media-centric user experience, and fulfilling its digital strategy to establish a best-in-class interactive connection with the Avon brand and products. The project also aimed to improve efficiency in managing digital assets, boost lead conversions, optimize natural search through SEO, and enhance adaptability to market developments. This initiative underscored Avon’s commitment to empowering women, both as Representatives and consumers, by offering a dynamic, engaging, and user-centric online experience. Created in partnership with EPAM.

Leadership / RFP Development / Creative Strategy / Creative Direction / Global Rollout / Local Activation

Creating Value with Technology

2014–2015

Avon Leadership Manager was a tool created to help Senior Representatives manage their teams online. It provided a flexible system to capture, manage and take action on leads, create on-demand reports, set goals, build and track performance on a team of recruits, and manage their sales accounts. The results were extremely positive leading higher conversion rates on leads, lower costs to appointment new Reps, an 12% lift in group leadership and downline sales, increased order count and 18% incremental orders. Created in-house on SalesForce.

Leadership / Creative Direction / Concept Development / Style Guide

Avon Makes it Beautiful

2015

To connect with a younger audience and drive traffic to the new avon.com, we created a content series featuring strong, young women who exemplify the new Avon brand and its timeless values—beauty, innovation, and empowerment. These women define the “you” in Avon’s tagline, You Make It Beautiful. The campaign was launched with a robust display media and paid social program that teased the video content and drove to a landing page on avon.com where users could shop each woman’s favorite Avon products, see video extras, and behind-the-scenes content. Created in partnership with iCrossing.

Click below to play videos.

Leadership / Creative Strategy / Creative Direction / E-Commerce Activation / UX UI

Start Anew

2015

Viral video aimed at millennial acquisition and brand reconsideration. Created in partnership with iCrossing.

Click below to play video.

Leadership / Creative Strategy / Creative Direction / Concept Development / Art Direction / Video Shoot / E-Commerce Activation

← clinique, marketing

→ agency work