When I joined Bloomscape as the first marketing hire, product photography was a one-person operation - me, shipping live plants from our greenhouse to Detroit to photograph on my own. The images were inconsistent, the process was slow, and the library couldn't keep pace with a fast-growing e-commerce catalog. So I redesigned the system from the ground up.

By bringing on a photographer near the greenhouse, we could truck plants 10 miles down the road instead of shipping them across the state. Output went from 10 to 30+ SKUs a month, and turnaround time was cut in half.

I art directed every shoot, developing a consistent visual language - softer light, warmer tones, props that help customers picture the plant in their space, and a set that stayed consistent for plants sized XS to XL. The new imagery rolled out alongside a full brand and site redesign, helping position Bloomscape as a leader in the DTC plant space.

On the ops side, I owned our end-to-end shoot workflow in Monday, tracking everything from greenhouse plant requests to final asset upload. Because of this increase in output, our asset library got too big to manage on Google Drive. I led the team's adoption of Bynder as our DAM, streamlining asset search and use company-wide.