At theScore I worked on the growth and brand teams, designing user acquisition and paid social creatives, display ads, and app store assets for our sportsbook and media products. These campaigns reached millions of impressions and needed to stay flexible across formats while still feeling distinctly “theScore.”
I created in‑app banners and campaign visuals that kept the experience cohesive across media, betting, and internal initiatives, while collaborating closely with marketing and product on ongoing promos and feature launches. Alongside this campaign work, I focused on defining reusable systems and improving turnaround time, including modular fan engagement templates that were adopted teamwide.
Scaling Brand Expression Beyond Advertising
My favourite project at theScore was leading the redesign of the merch store. I took ownership of the information architecture, visual system, and merchandising layout to better showcase apparel and accessories. The redesigned store improved product discoverability and the overall brand feel, and feedback from stakeholders highlighted how much easier it was to browse and buy. Over time, the store shifted from being rarely used to a crucial touchpoint for the sales team and brand voice, frequently shared with clients for bulk orders and giveaways.
THE PROBLEM:
theScore’s merchandise store was built on a generic internal template that didn’t reflect the brand or support how teams actually used it. It behaved more like an internal utility than a true brand touchpoint, making it harder to tell theScore’s story, enable sales, or showcase products in a cohesive way.
MY APPROACH:
I led the redesign of the Shopify store to reposition it as a brand‑forward experience that could support sales, partnerships, and internal use, not just one‑off transactions. I repositioned the store as a brand expression and sales enablement tool, introduced generative imagery for mockups and lifestyle visuals to reduce production costs and speed up turnaround, streamlined product offerings and variants to improve usability, improved visual hierarchy and product grouping for faster browsing, and established visual guidelines so future products could be added consistently.
