Timely
2014 - 2020

My first taste of the high-growth startup scene came with the team at Timely. Right off the bat, I opted to spend my initial three months diving deep into customer conversations, connecting with people, and understanding their business problems – regardless of whether Timely was the solution. This period laid the groundwork for six incredible years of learning and growth, where I had the opportunity to work across Timely's Sales, Marketing, Culture, and Product functions.

Among the various projects I was involved in, a couple of long-term endeavors stood out:

Salon Trends

Salon Trends was a digital publication project I spearheaded over several years. The goal was to establish industry credibility by offering high-value content. We began by curating content from our internal business advisors, and as we gained traction, we collaborated with leading industry figures to provide real-world insights to our audience. The publication quickly gained popularity and exceeded our ambitious marketing objectives. When we first started, the term "Salon trends" was saturated with scattered blogs offering advice with no clear leader. By the time I left the project, our efforts had propelled us to the forefront of SEO responses. Moreover, the last few issues were so visually stunning that our limited print run now serves as a coffee table book in my living room. on cross-departmental projects, covering marketing, product marketing, web design, print, merchandising and expo design, and product design.

The Timely Rebrand

Over the course of a year, I played a prominent role in our "active" rebranding process. We used upcoming marketing materials and expos as testing grounds to evolve and introduce new elements – from tone and colors to image styles and layout treatments. By incorporating feedback from customers and industry experts, we confidently transformed Timely from a run-of-the-mill software company to a premium beauty brand that also happened to make software. Once we reached this new positioning, I delved into blending product visuals with beauty industry aesthetics, merging the two to visually narrate compelling stories. This experience further fueled my passion for UI design.