Drove Stance’s digital transformation, leading the end-to-end redesign of the e-commerce platform and digital media presence that grew online revenue from $1M to $11M in under a year. The result of a user centric strategy that tightened conversion at every touchpoint, from discovery through checkout. Led the design of Stance’s highest-profile product collection launches including Basketball, Star Wars, Underwear, Running, and Skateboarding owning the full creative execution from campaign concepts and landing pages to e-commerce product presentation and digital marketing assets. Built a scalable design system that unified UI patterns, components, and visual standards across all of Stance’s digital platforms enabling the team to move faster, maintain quality, and scale the brand’s digital presence as the business grew rapidly.