I drive web strategy and design operations at 7shifts.

The brand design team, led by me is responsible for all public-facing creative for marketing, sales and HR. Since spring, 2026, I have also led web strategy for the company.

Key Contributions:

  • Web Scaling: Directed 2 years of web releases, significantly improving accessibility, performance, and conversion rates through iterative CRO testing.

  • Operational Growth: I've built our our DesignOps processes, and implemented AI tooling to support high-growth campaign seasons (including major activations like the NRA convention).

  • Strategic Leadership: I lead an internal design team of 3, 2 external agencies + freelancer support to maintain brand quality at scale.

KEY RESULTS

20%

Increase in average conversion rate site-wide

797%

Increase in localized site traffic

PROJECT SCOPE

Positioning, Art Direction, Brand Identity, Web Design

DURATION

May 2024 - Present

7shifts website: scaling our design systems

7shifts website:
building our design systems

When I joined, our website was a fragmented mix of old and new branding + platforms. I partnered with the dev team to unify the platforms, scaling our brand identity across every category of page.

When I joined, our website was a fragmented mix of old and new branding + platforms. I partnered with the dev team to unify the platforms, scaling our brand identity across every category of page.

My Strategy:

  • System Architecture: Build a unified, scalable design system in Figma and our codebase, then later refactored it for AI-assisted handoffs (Code-Connect, Claude Code) to accelerate design + development speed.

  • Accessibility: Lead a comprehensive audit to achieve WCAG AA compliance.

  • CRO Program: Plan and build all design-forward CRO tests, evolving from basic page builds to data-led conversion strategy.

  • Operational Ownership: In the spring of 2026, I took over full reporting and strategy for the website.

My Strategy:

  • System Architecture: Build a unified, scalable design system in Figma and our codebase, then later refactored it for AI-assisted handoffs (Code-Connect, Claude Code) to accelerate design + development speed.

  • Accessibility: Lead a comprehensive audit to achieve WCAG AA compliance.

  • CRO Program: Plan and build all design-forward CRO tests, evolving from basic page builds to data-led conversion strategy.

  • Operational Ownership: In the spring of 2026, I took over full reporting and strategy for the website.

22%

Average conversion rate per-page on key pages

114%

Lift in conversion rate on our blog

75%

Lift in conversion rate on key PPC pages

Photography: humanizing restaurant tech

To differentiate 7shifts in a space crowded with generic stock photography, I lead an on-location content strategy that captures the grit and reality of restaurant back-of-house operations.

  • Strategic Vision: I act as Art Director, conceptualizing shoots that highlight the authentic, fast-paced environment our customers actually live in—a stark contrast to the overly polished, sterile imagery used by our competitors.

  • Operational Execution: I manage the full lifecycle: from sourcing and directing freelance talent to coordinating with real customers on-site to ensure authentic brand storytelling.

  • The Result: This visual consistency builds instant trust with our audience, positioning 7shifts not just as software, but as a partner that understands the realities of restaurant life.

Campaigns: Testing the boundaries of 7shifts brand

For our major seasonal campaigns (NRA/Payroll), I pivot between Art Director and Project Manager—leading the conceptual vision for the former, and overseeing capacity and delivery for the latter.

797%

Increase in ad impressions during the launch of our local campaigns in Chicago

$471

Reduction in cost per trial (50%) through a full-funnel creative ad refresh.

122%

Of goal on new business Payroll subscriptions during our payroll selling season campaign.

Team Leadership & DesignOps

I lead Design and Web operations and mentor our creative team to ensure high-velocity, high-quality output and a positive working environment.

My Impact:

  • Operational Scaling: Overhauled project management workflows to bridge the gap between design requests and final delivery, resulting in zero missed deadlines during peak revenue quarters.

  • Mentorship & Velocity: Developed onboarding documentation and standardized design processes in Figma. This enables internal and external partners to ramp up instantly, significantly increasing team output.

  • Cross-Functional Strategy: Established new communication touchpoints with Sales, Product, and CX teams, ensuring company-wide initiatives are planned and documented for optimal design capacity.

I lead Design and Web operations and mentor our creative team to ensure high-velocity, high-quality output and a positive working environment.

My Impact:

  • Operational Scaling: Overhauled project management workflows to bridge the gap between design requests and final delivery, resulting in zero missed deadlines during peak revenue quarters.

  • Mentorship & Velocity: Developed onboarding documentation and standardized design processes in Figma. This enables internal and external partners to ramp up instantly, significantly increasing team output.

  • Cross-Functional Strategy: Established new communication touchpoints with Sales, Product, and CX teams, ensuring company-wide initiatives are planned and documented for optimal design capacity.

Building a distinctive brand presence requires consistency across all visual mediums. 7shifts serves as a technological solution for restaurants across North America. These shoots allow us to produce on-brand photography for the 7shifts website, sales collateral, and social media.

In order to showcase the contrast between the grit of back-of-house at restaurants, and the glam of the front-of-house experience, our team often shoots live on-location at real 7shifts customers in a direct-flash style. 





I act as the art director, conceptualizing our photos, arranging and directing a freelance photographer, and touching base with our customers to plan the shoot.

These shoots positions us uniquely in the restaurant tech space, where often the imagery uses a heavy reliance on stock imagery and photos of polished spaces (often the opposite experience for back-of-house restaurant work that tends to be messy, chaotic and fast-paced)

Next: Lifecycle Marketing

Next case study:
Lifecycle Marketing