Irene Lee
e x p e r i e n c e o v e r v i e w
• Creative Director with over 18 years of experience specializing in eCommerce, Branding, Marketing, Visual/UX, Product and Fashion Design
• Proven Leader of high performing collaborative teams that build and solidify cross-disciplinary partnerships and processes
• Strategic Visionary with extensive leadership experience across ideation, plans of action, execution and delivering results
p r o f e s s i o n a l e x p e r i e n c e
BASH + SASS
Founder and Creative Director
• Founder of Bash + Sass - a gender neutral modern apparel line for the little minimalist
• Create brand identity and define all visual components for eCommerce and Marketing platforms
• Define and execute Marketing/PR strategies and serve as brand advocate with digital/print media partners, influencers and press
• Manage and execute all social/email marketing channels to build brand visibility and promote collection releases/campaigns
• Concept, design and define all apparel styles, accessories, monster characters and their values for each collection release
• Partner/manage third party vendors to execute garment patterns, illustrations, screen printing and apparel manufacturing production
• Define, plan, scout (locations, talent), and art direct all photoshoots for collection releases and campaigns
• Develop/manage the online shopping boutique
• Notable brand highlights:
• Runway shows at NY Fashion Week and LA Fashion Week 2018
• Romper Made It Awards 2017 Honoree
• Press features in Forbes, British Vogue, Vanity Fair, Tatler Magazine, The New York Times, Glamour UK, Hypekids, Brit + Co, Romper (reference Press section)
GOOGLE, INC.
Visual Design Lead | Google Shopping Express
• Visual Design Lead for GSX Marketing, Merchandising, and Photography
• Defined project briefs and creative requirements for weekly, seasonal and holiday promotions across platforms
• Partnered with cross-functional Marketing, PM, UX and Eng leads in the planning phases and improvements to consumption app features to increase traffic, conversion and revenue
• Initiated, drove and managed promotion creation process from conception to production including defining photography creative direction and design implementation with engineering teams
• Art directed/managed photography and production teams to shoot and produce weekly assets
• Art/directed/managed external media partners solidifying brand alignment and in-store merchandising/marketing promotions
• Partnered with UX Research leads to define qualitative/quantitative studies to provide data for site enhancement features
• Created and defined Google Shopping Express Style Guide
Visual Design Lead | Google Play
• Visual Design Lead for Google Play Store Global Digital Marketing and Merchandising
• Core Design Team Visual Lead for the Google Play launch in 2012
• Initiated and drove visual executions to transform Android Market to the new Google Play Store
• Art directed and managed global design and production teams to execute/launch weekly in-store and email graphics (in > 30+ countries) across six verticals (Apps, Music, Books, Movies/TV, Hardware, and Magazines) via web, mobile and tablet platforms
• Defined new Visual and UX design systems and layouts across new verticals to ensure brand and visual consistency
• Acted as a brand advocate for communication across external media partners regarding in-store merchandising/marketing promotions
• Partnered with Merchandising, Marketing and Eng leads to plan visual/editorial calendar for weekly global and regional promotions
• Partnered with UX Research leads to define qualitative/quantitative studies to provide data for site enhancement features
Visual Design Lead | Android Market
• Visual Design Lead for Android Market Global Marketing and Merchandising
• Partnered with UX, Marketing, Merchandising, PM and Eng leads for all feature and promotion initiatives across Android Market
• Led and managed global design/production team to execute and launch weekly in-store and email promos across all digital platforms
• Led the design and visual execution for the launch of Android Books, Music, Magazines and Movies verticals
Visual Design Lead | Google Shopping | Boutiques
• Visual Design Lead for Boutiques.com - a personalized fashion shopping experience site based on style and visual search
• Led and managed all of the branding and visual design initiatives for Google integration and launch
• Partnered with Marketing, Merchandising, PM and Eng leads for all feature, promotion, and influencer relationship initiatives
LIKE.COM
Associate Creative Director
• Led complete visual identity and UX re-design of Like.com (later launched as Boutiques.com under Google) - optimizing user experience, customization features and visual search displays, defined the style/usage guidelines for colors, fonts, layout and images/photography
eLUXURY.COM (a division of LVMH)
Art Director
• Led complete visual identity and UX re-design of Like.com (later launched as Boutiques.com under Google) - optimizing user experience, customization features and visual search displays, defined the style/usage guidelines for colors, fonts, layout and images/photography
e d u c a t i o n
UNIVERSITY OF MICHIGAN - BFA - Graphic Design
p r e s s / a w a r d s
• Forbes.com - This Designer Gave Up A Career At Google To Launch A Gender-Neutral Kids' Clothing Line
• The New York Times - Dress However You Want
• British Vogue - Vogue’s Little Angels
• Vanity Fair - The Essentials Edit
• Romper.com - Bash + Sass Is The Cute Gender-Neutral Clothing Line Your Child Needs To Rock For Its Positive Message
• Brit + Co - 7 Adorable Gender-Neutral Kids’ Clothing Brands on Instagram
• Romper.com - Irene Lee's Bash + Sass Lets Kids Be Individuals In Designs Moms Love
• The Made It Awards 2017 - Honoree
• The New York Times - Dress However You Want
• British Vogue - Vogue’s Little Angels
• Vanity Fair - The Essentials Edit
• Romper.com - Bash + Sass Is The Cute Gender-Neutral Clothing Line Your Child Needs To Rock For Its Positive Message
• Brit + Co - 7 Adorable Gender-Neutral Kids’ Clothing Brands on Instagram
• Romper.com - Irene Lee's Bash + Sass Lets Kids Be Individuals In Designs Moms Love
• The Made It Awards 2017 - Honoree