Nestlé USA

Unified Web Experience:
30+ Brands, One Nestlé

Over the course of 1.5 years, I led the creative vision and execution for the relaunch of 30+ Nestlé brand websites, aligning all brands under a single master domain for the first time. This cross-functional initiative unified our digital presence across food and beverage brands, enabling faster updates, cohesive storytelling, and integration with modern eCommerce tools.

As the creative lead, I oversaw both the strategic visual direction and the creation of new content—from high-level UX direction to boots-on-the-ground photo and video shoots.

Role: Creative Director – Website Redesign + On-Set Production Lead

Contribution

Creative Direction – Web Ecosystem

Owned the design vision for 30+ brand sites across Nestlé’s U.S. portfolio (DiGiorno, Toll House, Coffee mate, etc.)
Led the search and selection of an external web agency partner, vetting creative capabilities and digital fluency
Facilitated weekly creative reviews with agency designers and developers, providing design feedback and aligning on layout, UX, typography, and visual strategy
Acted as liaison between the agency and internal brand managers to refine content and secure approvals
Oversaw QA, testing, and launch phases for each brand site, ensuring high fidelity to brand guidelines and optimal user experience

Photo Direction – Content Creation

Concepted and produced original lifestyle and food content for web use across all brands
Developed shot lists in collaboration with brand teams to align creative with each brand’s identity and digital goals
Directed on-set production including photographers, food stylists, and talent (adults, kids, and families)
Provided direction on wardrobe, props, lighting, and framing to capture assets optimized for the web
Oversaw post-production retouching to ensure consistency across the entire site library

Impact

30+ brand websites relaunched under a single, cohesive Nestlé domain
Reduced site maintenance complexity and cost by consolidating digital vendors
Enabled real-time product information updates and accurate retail integrations through product syndication tools
Streamlined the brand experience for consumers and marketers alike, improving agility and consistency
Laid the foundation for future innovation, including “Where to Buy” tools and content personalization