TikTok
I was the Head of Global Creative Studio at TikTok, leading a multidisciplinary team of designers, copywriters, and motion designers within the Global Brand & Communications organization. I operated as a true player-coach — managing a team of 4, owning their output, growth, and career development, while personally designing high-stakes campaign and product work myself alongside them.
Below are four projects that capture the range of that work — from personally designing high-stakes campaigns and product launches, to building the systems and operational infrastructure that let a brand this size stay consistent.
Learn more about:
In-App Promotional Landing Pages | Product Marketing Launch Assets | Brand Refresh | Canva Enterprise
Role
Head of Global Creative Studio
Scope
Team Leadership Hands-on Execution
Type
In-House
Work
Creative Direction Brand Systems Experiential Design
Audience
B2C
Dates
2023 – 2026
In-App Promotional Landing Pages
I personally designed TikTok's in-app promotional landing pages, spanning creator programs, community safety initiatives, and advocacy campaigns. Most were brand-awareness work, but the highest-stakes project came just three months into my tenure, when the platform's future in the U.S. was under direct legislative threat. I designed the landing pages for a time-sensitive campaign urging U.S. users to contact their elected representatives, working directly with leaders across Communications, Consumer Marketing, User Operations, and Government Relations to get accurate, compliant messaging live under real pressure and a tight deadline. Beyond that campaign, I built a templated system that let the team launch promotional pages quickly without sacrificing visual quality, supporting dozens of campaigns across the platform.
Product Marketing Launch Assets
I personally designed the motion and static assets supporting product launches across the platform, including Well-being Missions, Family Pairing, Creator Tools, and Footnotes. Each asset set required translating a product feature into something visually intuitive at a glance, often for users encountering the feature for the first time. I also built templates and standards so that all public-facing product announcements across TikTok's global newsroom sites stayed consistent and reflected the refreshed brand identity — over 300 localized static and motion pieces across 27+ languages in a single cycle of launches, produced without sacrificing craft or consistency. This work also included the safety feature demo that was later featured on ABC's Good Morning America.
New safety feature product demo showcased on ABC’s Good Morning America
(July 20, 2025)
Brand Refresh
TikTok partnered with the agency DixonBaxi on an 18-month engagement to relaunch the platform's brand identity and design systems worldwide, reframing TikTok's brand around discovery — a visual and verbal identity built to hold together a platform used by billions and made by a team of thousands. I joined the effort partway through, leading TikTok's side of the collaboration through the final 12 months into launch in June 2025. My focus in that stretch was building the infrastructure to sustain the new identity long-term: Figma and Adobe asset libraries with 1,000+ components, plus automated governance systems that streamlined approvals and cross-functional workflows across every region. The result lives on, publicly, at TikTok's brand hub — a system built to scale well beyond the team that launched it.
Canva Enterprise
I led the company-wide rollout of Canva Enterprise at TikTok, centralizing 100+ previously disparate teams onto a single platform. This started with building the cross-functional business case and carried through close collaboration with IT, procurement, and finance to get it approved and implemented at scale. The result was improved brand consistency and governance, and scalable design support across a global organization of 10,000+ employees. It's the piece of my TikTok tenure I'm proudest of — not because of what it looked like, but because of what it made possible for teams who'd never had proper design support before.