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Sanrio

LEAD DESIGNER
As Lead Designer at Sanrio, I direct digital creative for product launches across fashion, plush, stationery, and accessories, from weekly emails and retention campaigns to collaborations with Nike, Puma, LeSportsac, GIRL Skateboards, Loungefly, Starface, and more.

My work spans every marketing channel and keeps the brand cohesive at each touchpoint, supporting company goals for profitable, scalable growth.






Crafting quality through teamwork


Successful product launches relied on close collaboration across merchandising, marketing, creative, and photography. Together, we converted marketing plans into cohesive customer experiences by aligning product storytelling, promotional messaging, and visual design at every stage of the email lifecycle. This process ensured each launch was delivered efficiently while maintaining the quality and consistency expected of the Sanrio brand.

  • Alexander Cao, E-Commerce Marketing and Merchandising Manager 
  • Monica Gutierrez, E-Commerce Marketing and Merchandising Associate
  • Kimberly Kessler, Photographer


Key Responsibilities:
  • Creative direction for digital product launches
  • Email marketing design (weekly, promotional, retention)
  • Landing pages & web banners
  • Paid social & display advertising
  • Cross-functional collaboration
  • Asset production and QA
  • Brand consistency & accessibility

Impact


During my tenure, I helped translate one of the world's most recognizable character brands into scalable digital marketing experiences connecting product launches, storytelling, and commerce. By combining systems thinking, cross-functional collaboration, and meticulous execution, I created campaigns that balanced business goals with a consistent and engaging customer experience.






Kuromi Mischief Mansion Landing Page


Kuromi Mischief Mansion: Landing Page


Overview

A landing page for Sanrio’s Kuromi Mischief Mansion campaign, created with Roblox and supported by retail partners Crocs and Hot Topic. Running through October and building to Kuromi’s birthday, it gave fans one place to explore the collaboration beyond Roblox. Designed and delivered in one week.

Outcome

The page became the campaign’s home base on Sanrio.com, connecting the Roblox launch to its retail partners and giving fans several ways in: from the game to the video to products at Crocs and Hot Topic. 

It was also a lesson in speed: a full campaign page, built in a week, without losing the character.
Approach

The page had a lot to hold: the Roblox experience, the campaign story, a video, and the retail collaborations, all in an already loud, visual world.

I treated it as an extension of that world, not a promotional page sitting beside it. Scale, type, and spacing set the pace, so fans move from story to video to shopping without feeling overwhelmed.

  • Clear order: The page moves from campaign intro to video to retail partners, so the story builds instead of competing.
  • Controlled energy: Scale, typography, and spacing keep a busy, playful page easy to read.
  • Distinct sections: Each way to engage with the campaign sits in its own space, so fans see their options at a glance.
  • Kuromi’s personality: The mischief carries from the game to the web, adapted for the browser.