Alyson Coutts — Brand Design Leader

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Creative Strategy • Brand Systems • Global Team Leadership • Hands-on Execution

Innovative creative leader with 15+ years of experience building and scaling high-performing design teams across startups and global technology companies. Expert in brand strategy, design systems, and creative operations, with a proven ability to drive consistency and impact across complex, multi-channel ecosystems.

Player-coach who leads with clarity and empathy — balancing hands-on execution with executive-level strategy. Skilled at aligning creative vision with business objectives to improve efficiency, strengthen brand governance, and deliver measurable results.

Core Skills: Creative Direction, Brand Strategy, Design Systems, Creative Operations, Team Leadership, Cross-Functional Collaboration, Global Campaigns, User Experience, Content Strategy, Project Management, Print & Digital Production, Figma, Adobe Creative Cloud, Data Visualization

TikTok

TikTok is the leading global short-form video platform that inspires creativity and drives cultural trends through personalized, immersive content experiences.

December 2023 to Present
New York, NY

Head of Global Creative Studio

June 2024 – Present

Promoted to lead a newly formed global creative organization within Global Brand & Communications, driving brand strategy, creative execution, and operational excellence across platforms and regions, reporting to the Global Head of Brand & Creative

  • Lead and scale a multidisciplinary global team, operating as a player-coach across strategy, concepting, and execution

  • Partnered with the Global Brand Standards team and outside agency partners to relaunch TikTok’s brand identity and design systems worldwide

  • Built and scaled global brand infrastructure, including Figma and Adobe asset libraries (1,000+ components) and automated governance systems to streamline workflows, approvals, and cross-functional collaboration

  • Spearheaded the company-wide rollout of Canva Enterprise, centralizing 100+ disparate teams onto a unified platform by developing a cross-functional business case and collaborating with IT, procurement, and finance, resulting in improved brand consistency, governance, and scalable design support across a global organization of 10,000+ employees

  • Led global content production of static and motion PR assets for product launches, delivering 300+ localized assets across 27+ languages through templated systems and automation, improving speed and consistency at scale

  • Directed creative for global campaigns, product launches, and events, delivering 100+ assets across digital, experiential, and in-product experiences

  • Optimized creative operations and cross-functional workflows to improve efficiency, speed-to-market, and collaboration

  • Mentored and developed talent, building a high-performing, globally distributed team

Global User Communications Design Manager

December 2023 – May 2024

Hired to build and lead a new global design team focused on user communications, delivering scalable creative assets across in-app content, email, landing pages, and presentations

  • Developed and implemented scalable design intake and workflow systems in partnership with cross-functional stakeholders

  • Designed and launched mobile-first landing pages supporting key initiatives, contributing to improved user engagement

  • Led team operations, managing high-volume requests, escalations, and multiple communication channels

  • Delivered data-informed creative solutions to improve asset performance and address operational inefficiencies

Medly Pharmacy

Medly Pharmacy was a healthcare technology company that provided digital pharmacy services, as well as health and wellness solutions. Medly filed for bankruptcy in late 2022 and ceased operations completely as of February 2023.

September 2020 to August 2022
New York, NY

Head of Brand Design

September 2021 – August 2022

Led and grew a team of 8 brand designers, creative directors, and strategists as the company’s senior design leader, reporting directly to the CMO

  • Maintained 0% team turnover during a period of company-wide financial instability by fostering a culture of trust, growth, and accountability

  • Directed brand strategy and creative execution across retail, e-commerce, content marketing, sales collateral, and packaging

  • Ensured consistent brand expression as the company expanded into new markets and channels

  • Collaborated with executive leadership and cross-functional teams to align messaging and creative direction across stakeholders

  • Partnered directly with CEO and CFO to design and refine investor pitch decks, shaping narrative and visuals to support fundraising efforts

Senior Design Manager

September 2020 – August 2021

Partnered with the Senior Design Director to set brand strategy and manage daily operations of the brand design team

  • Prioritized and resourced projects, ensuring timely delivery of high-quality creative work

  • Built scalable tools, templates, and workflows to improve efficiency and output consistency

  • Developed and maintained a comprehensive brand design system and asset library

  • Mentored team members and elevated overall design quality through feedback and coaching

Selligent Marketing Cloud

Selligent Marketing Cloud (formerly StrongView) is an AI-powered marketing automation platform, now part of Zeta Global.

January 2014 to December 2018
New York, NY

Creative Director, Selligent Learning

April 2017 – December 2018

  • Led creative direction and production of eLearning content, including video, animation, and training materials for clients and partners

  • Simplified complex technical concepts through engaging visual storytelling, improving user comprehension and adoption

  • Collaborated across scripting, storyboarding, production, and post-production to deliver high-quality educational content

Associate Creative Director

January 2014 – April 2017

  • Key design lead for internal creative agency, conceptualizing and designing email campaigns, display ads, landing pages, and microsites with a focus on mobile and template optimization

  • Partnered with strategy, client services, and sales teams to create innovative online marketing solutions for client acquisition and retention

  • Provided creative sales support through lifecycle messaging, storyboarding, and asset development

  • Supported clients including Barclaycard, Choice Hotels, Discover, Extra Space Storage, InterContinental Hotels Group (IHG), Overstock, and Roku

Yesmail Interactive

Data Axle (formerly Yesmail Interactive) is a data-driven marketing and business intelligence provider.

April 2012 to December 2013
New York, NY

Art Director

April 2012 – December 2013

  • Led design initiatives for East Coast and European clients across email, landing pages, and microsites

  • Managed and mentored a team of 4 designers and copywriters to deliver high-quality, on-brand work

  • Initiated and implemented mobile-responsive email design program, improving user engagement

  • Collaborated daily with copywriters, production, and account teams to resolve issues and maintain smooth project execution

  • Supported clients including Brother International, Coca-Cola, Domino’s, eBay, Feld Entertainment, HP, Intel, Journey’s, Lancôme UK, Marriott, Odwalla, Party City, Scholastic, See’s Candies, and VSP

Seamless

Seamless is a food delivery platform that provides on-demand ordering and delivery services from local restaurants. 

August 2007 to February 2012
New York, NY

Senior Graphic Designer

August 2007 – February 2012

  • Hired as the company’s second in-house designer, responsible for a wide range of marketing and brand initiatives

  • Designed and produced sales, marketing, and email campaigns supporting growth and customer acquisition

  • Led the design and execution of SeamlessWeb’s rebrand launch to Seamless, including three national out-of-home advertising campaigns that boosted customer acquisition

  • Mentored junior and freelance designers to maintain quality and consistency

Rensselaer Polytechnic Institute (RPI)

RPI is a private research university known for its emphasis on science, engineering, and technology.

Troy, NY

Bachelor of Science

Graduated Magna Cum Laude with a BS in Electronic Media, Arts, and Communication (EMAC) with a concentration in Graphic Design