Universal Music Group

A Closer Look at My Contract Work

Managing a program at this scale is a different kind of challenge. I currently oversee front-end development for a shared Shopify Plus theme powering 1,000+ artist and brand storefronts globally which means every delivery decision has downstream impact across a massive live ecosystem.

Day to day that looks like leading sprint execution across a distributed cross-functional team, managing a prioritized backlog of BAU work and long-term development initiatives, translating complex business requirements into technical specifications, and keeping stakeholders aligned from brand managers to senior leadership.

My time at UMG goes deeper than a single portfolio entry can capture. From leading the live migration of 1,000+ storefronts from Shopify 1.0 to 2.0, to building an internal performance dashboard that eliminated external auditing costs entirely, to managing a VR shopping experience for The Beatles — this has been some of the most complex and rewarding work of my career. Take a closer look at the full program breakdown.

[See the full UMG project breakdown →]

Fenty Beauty

Enterprise eCommerce Retainer & Scrum Management Shopify Plus | Agile/Scrum | Cross-Functional Team Leadership

Fenty Beauty is one of the most recognized beauty brands in the world, and keeping a digital experience at that level requires a team that never misses. Over a 12-month enterprise retainer, I led ongoing scrum management and continuous improvement delivery for their Shopify Plus platform running structured 2-week sprints, managing a cross-functional team across design, development, and brand, and delivering consistently across every cycle.

This engagement included high-profile partnership launches, complex third-party integrations, and UX improvements that required tight coordination between creative and technical teams. Across 12 months and 26 sprint cycles, we delivered every commitment on time without a single missed release.

Program scope: 12-month enterprise retainer · 26 sprint cycles · 2-week Agile cadence · Zero missed releases

Ole Henriksen

SFCC to Shopify Plus Migration & Full Redesign Platform Migration | UX Direction | CMS Build-Out

Ole Henriksen came in ready for a full transformation and that's exactly what we delivered. Over a 4-6 month engagement, I led a cross-functional team of 12+ across a full platform migration from Salesforce Commerce Cloud to Shopify Plus, a complete site redesign, and a custom Shopify+ CMS build-out designed to give their internal teams real ownership of the platform from day one.

The program included a mid-project scope addition a facial skin analysis feature requiring third-party app integration and custom recommendation logic which I managed through a structured change process without impacting the core delivery timeline.

Program scope: 4–6 month engagement · 12+ person cross-functional team · Full migration + redesign + CMS · On-time delivery

Samsung Mobile, TV & Audio

Cross-Functional AEM eCommerce Retainer Adobe Experience Manager | Campaign Management | Enterprise Stakeholder Leadership

Managing Samsung's digital relationship meant operating at the highest level of enterprise program management. I oversaw ongoing Adobe Experience Manager site maintenance while simultaneously managing product campaign launches across mobile and TV/audio verticals two high-visibility workstreams running in parallel, each with their own stakeholder groups, timelines, and delivery requirements.

Keeping that many moving parts in sync across a global brand with zero tolerance for delays required sharp stakeholder alignment, airtight communication cadences, and a program structure that could flex without breaking.

Program scope: Multi-vertical enterprise retainer · Parallel workstream management · High-stakes stakeholder alignment

"
Jasmine was fantastic to work with during her time at Smakk! She was my Web Project Manager and is so knowledgeable on all aspects of building a website. Jasmine seamlessly bridged the gap between the design and development teams and made us more streamlined and organized than ever.

/  Brooke Qualman / Design director at hungry studio  /

Loews Hotel

Multi-Site Redesign & Custom Booking Engine Rebuild Multi-Site Architecture | UX | Custom Development | Enterprise Hospitality

Twenty-six hotels and resorts across the U.S. and Canada each with their own personality, but all needing to feel like Loews. I led the full multi-site redesign program alongside a ground-up rebuild of their custom booking engine, managing a $500K–$1M engagement with tight brand governance, constant stakeholder communication, and a team trusted to deliver at that level.

The goal wasn't just a new site it was a measurable increase in direct bookings and a guest digital experience that matched the quality of the properties themselves.

Program scope: $500K–$1M engagement · 26 properties · Multi-site architecture · Custom booking engine build

Stride Rite

SFCC to Shopify Plus Migration, Redesign & PIM Integration Platform Migration | PIM Integration | QA Management

Stride Rite trusted my team with one of their most significant digital investments and we delivered. Over a 4–6 month engagement, I led a cross-functional team of 8+ through a full platform migration from Salesforce Commerce Cloud to Shopify Plus, a complete brand redesign, and a PIM system integration that reshaped how their entire product catalog was managed going forward.

Stakeholder alignment was the biggest challenge from day one two groups with different visions for the outcome. I caught it early, structured the right working sessions, and kept both sides building toward the same goal throughout the program.

Program scope: 4–6 month engagement · 8+ person cross-functional team · Full migration + redesign + PIM integration · On-time launch

DOA Labs

New-to-Market Brand Identity, Creative Direction & Shopify Build Brand Identity | Packaging | Creative Direction | Shopify Development

DOA Labs was the kind of project that reminds you why you love this work. A wellness brand entering the market for the very first time no existing identity, no digital presence, no blueprint. Just a vision and a blank canvas.

Over a 5–6 month engagement, I led a cross-functional team of 7+ through the full build: brand identity development, packaging design, creative direction, copywriting, tone of voice, and full Shopify design and development. Every element from the logo to the product pages was created from scratch and built to hold up as the brand scaled.

Getting a brand to market for the first time is a different kind of pressure than a migration or a redesign. There are no existing assets to fall back on, no legacy structure to guide decisions, and no room to get the foundational pieces wrong. We got them right.

Program scope: 5–6 month engagement · 7+ person cross-functional team · Full brand identity + Shopify build · New-to-market launch

Wristology Watches

BigCommerce to Shopify Plus Migration, Redesign & Custom Watch Builder Platform Migration | Brand Development | Custom PDP Build

This project had everything. Over 3–5 months, I led a cross-functional team of 8+ through a complete digital transformation for Wristology a women's accessories brand ready to level up in every direction at once.

New visual brand identity. Packaging guidelines. Social media creative direction. Photo and video direction. Platform migration from BigCommerce to Shopify Plus. And a fully custom watch builder that let customers design and purchase their own product from scratch one of the most technically and creatively complex features we built across any engagement that year.

Managing a program with this many parallel creative and technical workstreams requires a structure the team can actually follow and a PM who knows when to hold the line and when to flex. We delivered the full scope on time.

Program scope: 3–5 month engagement · 8+ person cross-functional team · Full brand transformation + platform migration + custom feature build

Dashing Diva

Shopify Plus Migration, Creative Direction & Full Development Platform Migration | Creative Production | CMS Development

Dashing Diva was a full-circle program creative and technical, running in parallel from day one. Over 3–4 months, I led a cross-functional team of 8+ through a platform migration to Shopify Plus while simultaneously driving creative production across photography, video, and content strategy.

We built customized product pages, a fully integrated creative system, and a CMS back-end designed specifically for their team so they could own the platform completely after handoff without needing to come back to us for routine updates.

Program scope: 3–4 month engagement · 8+ person cross-functional team · Parallel creative and technical delivery · Full CMS team enablement