Creating a Cohesive System: Leading Visual and Interaction Design Across TikTok Monetization Products
At TikTok, I led a team of visual designers focused on driving growth across monetization products. My role blended design with creative direction and mentorship. Some of my work below includes campaign design, branded effects, interactive ad experiences. I owned the motion guidelines for Keystone, our monetization design system, defining component interactions and animation principles that now guide TikTok's global monetization products. Keystone was recently recognized with an iF Design Award.
Interactive Branded Experiences: Pioneering a New Format for HBO & Warner Bros.
I partnered with the HBO and Warner Bros. teams to help launch the first two alpha campaigns using TikTok’s new interactive ad format. These campaigns marked a significant step forward in branded engagement—driving a +87% lift in engagement and a +51% increase in video effect creations compared to benchmarks.
Ahead of the product launch, I collaborated closely with our sales team to create animated demo assets, helping secure early partner buy-in and accelerate adoption. My role spanned creative execution, format refinement, and visual storytelling to bring this new ad experience to life.
