Context
Consumables is a category that runs on volume, trust, and repeat. The team owned a wide range — from luxury beauty on one end to programs supporting customers on food stamps on the other. Each demanded a different tone and a different surface.
Approach
Set the design direction for the whole portfolio and let each sub-team adapt it. Built and grew the bench so I could trust the work without sitting in every review. Kept experimentation funded: it’s where the next program usually begins.
Outcome
Multiple launches across Luxe Beauty, private brands, the Climate Pledge, and Fresh & Baby. The underserved-populations work reached customers the broader catalog hadn’t been serving well.