Jamie led a displayer re-purpose initiative to turn an underperforming skincare promotional fixture into a high-impact secondary placement designed to drive trial and conversion for hero SKUs. Starting with a clear retail objective, Jamie partnered with the Visual Merchandising team to define the strategy, communication hierarchy, and presentation standards to ensure the unit would read quickly and consistently in a busy store environment.

Jamie then translated the strategy into scalable execution. This included establishing bold branding and visual priorities to interrupt traffic and increase visibility, determining product and tester placement, and pairing the assortment with educational content to encourage guest trial and informed purchase. To make the solution repeatable across multiple brand partners, Jamie created visual standards, creative guidelines, and design templates that enabled consistent, on-brand execution at scale.

The result was a transformed fixture that became a highly sought-after secondary location, with brands actively competing to be featured. The improved visibility and clearer shopper experience increased guest interaction and supported stronger conversion of featured hero SKUs.

Jamie was a key stakeholder on the Ulta Beauty Collection makeup re-brand, supporting experience strategy, creative direction, and scalable execution for a refreshed in-store identity aligned to new packaging and updated fixturing. The goal was to modernize the brand with a Gen-Z focus and design cues inspired by Ulta’s “U,” while ensuring the system could flex across store formats, retailer requirements, and a large SKU count.

In partnership with Visual Merchandising, Space Planning, and Brand teams, Jamie helped define product configuration for 700+ SKUs and established a clear messaging hierarchy to keep communication consistent across display versions. Jamie guided prototype print production and physical set builds to validate creative intent and feasibility, translated fixture dielines and planogram layouts into detailed shelf overviews to support execution, and provided art direction for retouching to ensure product smears aligned precisely with PDP imagery and matched physical product. Jamie also ensured accurate application of SKU data and retails across testers and shelf strips through detailed proofing with the Brand team, created QR codes to enable virtual try-on within the Ulta app, and collaborated with Creative and Copy to develop additional elements uncovered during versioning.

The work scaled across 5+ additional Ulta store versions, totaling nearly 1,000 mechanicals, and expanded into a custom Target version and an international rollout to Mexico. The result was a cohesive, playful in-store experience designed to encourage trial, experimentation, and stronger guest engagement at scale.

Jamie served as a key stakeholder on an “Impulse Elevation” initiative focused on increasing visibility and conversion at checkout through a more shoppable, operationally efficient experience. Jamie began by conducting competitive research to inform the strategy, then partnered with Creative, Visual Merchandising, Space Planning, Pricing, and the print vendor to develop a solution that was visually impactful for guests, easy to shop, and fast for stores to set and re-stock.

While Creative led the development of large panel graphics emphasizing value, Jamie collaborated with Visual Merchandising to implement category-based color blocking that made the fixture easier to navigate at a glance. Jamie also built a scalable design template for bin inserts that enabled the vendor to automate population of SKU information by planogram across varying bin widths, reducing manual effort and improving consistency. In partnership with Space Planning, Jamie helped organize product assortments by category to support intuitive shopping behavior, and collaborated with Pricing and the print vendor on stock, print specifications, color management, and a barcode solution on the back of each card to help store associates scan quickly when product was out of stock.

The result was a checkout system that reduced friction for both the guest and the store team. It eliminated significant workload for Production Design and Visual teams, decreased merchant prep time and proofing, reduced labor and set time for store associates, and supported improved checkout conversion.