PicsArt

VP, Head of Global Creative

As a cross-functional leader, I was instrumental in the success of many special projects and innovations that transformed the company.

Creation of Global Creative Hubs

How to build and scale a creative team along with a rapidly growing international company?

When I first started with PicsArt, I had five team members based in Armenia. As the business grew, it became imperative that the creative team scale with the business needs intelligently and thoughtfully.

Regional relevance and authenticity was crucial for a company like PicsArt

Global creative coming from one country doesn't resonate regionally. To solve this, I created a network of international creative hubs in Beijing, Tokyo, Los Angeles, San Francisco, and Moscow with plans to expand these to other key regions like the EMEA, India, and LATAM.

This was wildly successful on many fronts

We were able to have a consistent and vibrant global brand while at the same time achieving regional relevance and authenticity in our app stores, premium content, marketing materials, social media, and partnerships.

We had also created an incredibly unique, diverse global team with an inclusive culture that operated as one large team. This resulted in a great culture where collaboration and awesome ideas came from everywhere, creating a rich global feedback loop.

Replay

PicsArt Replay is a quick and easy way to recreate another user’s individual editing steps on your own images in just a few taps.

I led this special project from ideation to creative direction and development of the product UI. Additionally, I was hands-on in developing creative.

Beautify Project

Beautify is a set of powerful tools that use AI and machine learning with filters and stickers to adjust your photos. Whether cleaning up your complexion or altering your hair color, it's as easy as one click.

I was tasked by the CEO with leading this special project. This included doing the initial research, creating the Style Guide or project "Bible" the PRD's (project requirements documents), and providing direction to the product team around the aesthetics and creative direction.

Remix Video

Con Brio

Worked with the product team to create integrations for applying in-app filters to high-quality video content. Con Brio was our first successful integration and collaboration on a music video.

Mondo Cozmo Community Remix Video

I developed the concept for a video collaboration that included PicsArt's community involvement to "remix" Mondo Cozmo's New Music Video. I created the prototype, worked out the theoretical technical concepts, and then worked with the product team to bring the idea to life.

Filters & Effects

Photo effects and filters are the perfect way to elevate the visual elements and the overall aesthetic of your images.

I led the direction and creation of these products as a dotted line owner of the project and team.