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Sanrio

LEAD DESIGNER
At Sanrio, I lead the design for product launches across key verticals, including fashion, plush/toys, stationery, and accessories - from weekly newsletters and retention campaigns to brand collaborations with collaborators such as Nike, Puma, LeSportsac, GIRL Skateboards, Loungefly, Starface, The Creme Shop, Impressions Vanity, and more. I design and direct brand-aligned, high-converting creative across all marketing channels to ensure a cohesive visual brand experience, driving brand equity and loyalty at every touchpoint while supporting key company OKRs, including profitable growth and scalability.






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

Ecosystems



Email • Shopify • Homepage Banners • Landing Pages • Paid Media • Social Media • Product Launches • Brand Collaborations • QA • Accessibility


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


Client: Sanrio × Roblox
Retail Touchpoints: Crocs, Hot Topic
Platform: Sanrio.com
Role: Digital Designer
Timeline: 1-week turnaround

Overview

Created a landing page for Sanrio’s Kuromi Mischief Mansion campaign, developed in partnership with Roblox and supported by retail collaborations with Crocs and Hot Topic. Running throughout October and building toward Kuromi’s birthday, the page extended the campaign beyond Roblox and gave fans a centralized destination to explore the collaboration.

With a one-week turnaround, my role was to translate the campaign’s playful visual language into an immersive digital experience that stayed intuitive and easy to navigate.

Approach

The page needed to balance several competing priorities: introducing the Roblox experience, communicating the campaign story, promoting a video, and showcasing retail collaborations—all within a highly visual branded environment.

I approached the page as an extension of the campaign world rather than a standalone promotional page, using hierarchy and flow to guide users through the experience.

From a UX perspective, I focused on:
  • Content hierarchy: Establishing a clear progression from campaign introduction to video content and retail collaborations.
  • Visual hierarchy: Using scale, typography, spacing, and placement to prevent the page from feeling visually overwhelming.
  • Content grouping: Organizing information into distinct sections so users could quickly understand the different ways to engage with the campaign.
  • Brand continuity: Maintaining the visual energy and personality of Kuromi’s Mischief Mansion while adapting the campaign language for the web.

Outcome

The final landing page created a cohesive digital touchpoint connecting Sanrio, Roblox, and the campaign’s retail partners. By combining immersive visual storytelling with a structured user flow, the experience gave fans multiple entry points into the campaign—from discovering the Roblox collaboration to exploring partner products.

The project also demonstrated my ability to work quickly within a compressed timeline while balancing brand expression, content strategy, and usability.








Expanding the Digital Experience


Beyond campaign marketing, I partnered on initiatives exploring broader customer experiences, including mobile app commerce, accessibility improvements, and scalable design systems. These projects required thinking beyond individual assets to create cohesive experiences that could evolve across platforms and future product development.