Creative Team Leadership & Delivery
Scope: End-to-end creative leadership across product launch and campaign execution.
Channels: DTC, Social Media and PR.
Mandate: To translate the brand’s whimsical, collectible-driven universe into high-impact creative that could perform across retail, e-commerce, and marketing channels.
Context
Yume Toys was scaling its collectible product lines and licensed character collaborations across global retail and DTC channels. As launch velocity increased, so did the demand for high-volume creative assets, spanning packaging, product photography, retail displays, and digital commerce.
The brand required centralized creative leadership to unify visual expression, manage cross-functional contributors, and ensure consistent execution across every consumer touchpoint. My role was to bridge strategy and execution: leading internal creatives, external partners, and production workflows to deliver cohesive, high-performing assets across channels.
For Yume, it was important to produce appealing and playful content that would encourage high engagement among the audience.
I led collaboration across internal teams and external partners to ensure every visual output, from product storytelling to promotional campaigns, felt cohesive, playful, and commercially effective while staying true to the brand’s imaginative world. This included overseeing art direction, campaign concepting, photoshoot planning, and multi-channel asset development to support retail and digital commerce.
The Challenge
Yume Toys was growing fast, with new character launches, retail expansions, and licensed collaborations happening simultaneously.
This created three core pressure points:
Fragmented creative execution
Multiple designers, photographers, and vendors working without one unified visual system.High-volume content demand
Retail, e-commerce, social, and wholesale partners all required tailored assets.Lack of production infrastructure
No streamlined briefing, feedback, or delivery process, leading to delays and inconsistencies.
They needed leadership that could both direct the creative and operationalize the output.
The work required balancing storytelling and sell-through, building visuals that captured the emotional magic of the toys while also delivering clarity for shoppers, retailers, and distribution partners.
Another key priority was operational: creating structure, workflows, and alignment across creative production so launches could scale efficiently without losing brand charm or narrative consistency.
Creative Systemization
To support the brand’s rapid growth and constant product evolution, I developed visual frameworks designed to scale seamlessly across every creative touchpoint. This included product launches, character collections, licensed collaborations, retail packaging, and e-commerce listings.
The intention was to create a cohesive visual universe where every asset, regardless of who produced it, felt unmistakably part of the same brand world. Even with multiple teams executing simultaneously, the system ensured consistency, recognizability, and emotional continuity across all consumer interactions.
This level of systemization allowed creativity to expand without compromising brand integrity.
Production Pipeline Design
As production volume increased, it became essential to build an operational backbone that could sustain speed without sacrificing quality or team well-being.
I designed and implemented structured production workflows that included detailed briefing templates, comprehensive shot list systems, asset tracking dashboards, clearly mapped delivery timelines, and built-in feedback loops.
These tools reduced ambiguity at every stage of the process. Teams could move faster because expectations were clearer, revisions were minimized, and approvals became more efficient.
Team Leadership & Mentorship
Alongside systems and workflows, my role centred deeply on my team.
I led and mentored a multidisciplinary creative team spanning graphic designers, photographers, retouchers, and external production vendors. My focus extended beyond execution into skill development, creative confidence, and team morale.
By fostering an environment where individuals felt guided and empowered, the work naturally elevated. Collaboration improved, problem-solving accelerated, and the team operated with greater pride and purpose.
Results & Impact
Operational Impact
The systems and leadership structures implemented had an immediate effect on day-to-day operations. Asset turnaround times accelerated, production friction decreased, and cross-team communication became significantly clearer.
Brand Impact
From a brand perspective, the transformation was equally tangible.
Visual consistency strengthened across all channels, elevating the perceived value of the products both online and at retail. Character storytelling became more immersive, allowing consumers to connect more deeply with the brand universe.
Packaging, listings, and campaign assets felt unified, intentional, and retail-ready, reinforcing credibility with both customers and partners.
Leadership Philosophy
My approach to creative leadership sits at the intersection of structure and empowerment. I believe in building systems and frameworks that remove friction so creativity can flow more freely.
Because the objective is to produce great work sustainably, repeatedly, and at scale, while protecting the energy, growth, and well-being of the team behind it.