BeautyBlender

Beautyblender
Creative leadership through a shift from a full in-house team to a fractional model, covering product and package design, campaigns, social, activations, and the workflows behind them.

Challenge
Beautyblender was moving its creative function from full in-house to fractional. The hard part isn't the decision, it's the transition. Output can't pause while the operating model changes underneath it, and a team mid-restructure still has to ship product design, packaging, and campaigns on the same calendar as before.

Solution
Ran in-house creative, operations, and project management through the transition while overseeing the work itself: product and package design, campaign creative, art direction, social content, digital campaigns, and activations. Designed the workflows and the vendor allocation model the fractional structure needed to function, so the team could scale up and down without losing consistency or momentum. Held creative strategy and concept development throughout, so the brand kept one point of view while the people around it changed.