OVERVIEW
As an in-house visual designer for B&H Photo and Video, I worked on the Programmatic Marketing team, designing high-volume digital ad campaigns across a wide range of consumer tech categories. B&H is one of the largest retailers of photography, video, and tech equipment in the U.S., serving both creative professionals and general consumers.
Role: Lead Visual Designer
Tools: Adobe CC, Facebook & Google Ads
Skills: Research, Communication, Problem-solving, Time Management, Design Systems, Streategy
CHALLENGE
With hundreds of vendor partnerships and a vast, ever-changing product catalog, B&H needed a robust and flexible visual system to support rapid ad production across display networks. My key challenge was maintaining brand consistency and performance-driven layouts while adapting to the unique visual languages of partner brands like Canon, Sony, DJI, and Apple.
APPROACH
DESIGN SYSTEM EVOLUTION
I maintained and expanded B&H’s existing design system to better support programmatic needs, introducing scalable templates, streamlined asset libraries, and improved UI rules for responsive ad units.
VENDOR COLLABORATION
I adapted brand-specific assets and guidelines from external partners, ensuring compliance while integrating them seamlessly into B&H’s visual framework.
CROSS-TEAM COORDINATION
I worked closely with marketing strategists, developers, and analytics teams to test design performance and refine visual solutions in real time.
HIGH-VOLUME PRODUCTION
I created hundreds of ad variations per week using data-driven targeting strategies, focusing on clarity, visual hierarchy, and conversion optimization.
MOTION DESIGN INTEGRATION
I produced animated banners and motion graphics to support campaign launches, product spotlights, and seasonal promotions that add visual interest while staying within technical constraints.
IMPACT
I enabled faster ad deployment and more consistent branding across millions of impressions by streamlining design workflows. I helped drive measurable improvements in click-through and conversion rates through optimized visual layouts; and strengthened B&H’s creative output and vendor relationships by delivering polished, brand-compliant campaigns at scale. I also contributed to the evolution of an internal design system that balanced high-efficiency production with strong design integrity.