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The role said graphic designer. The job became something else entirely.

Sound Collective · New York, NY

Role
Web & Graphic Designer

Scope
Paid Creative · eLearning · eComm · Marketing

Duration
Feb 2023 - Present

PAID CREATIVE DESIGN

Overview

I conceptualized and produced static and motion ads for Meta and Google, then I tested them. Working with a marketing manager, I isolated the variables that actually moved the numbers, B-roll, color, type, and music, and pushed CTR and add-to-cart rate 2 to 8% per round. And I moved fast: 50 to 100 static variants in days, with multiple rounds of motion and still every month.

After Effects Premiere Pro Photoshop Illustrator Braze Figma Google Data Studio Meta ADs GTM · GA4

WEB DESIGN

Overview

Two disconnected WordPress sites. No design system, no single owner, and a company ready to build an eLearning platform from scratch with no dedicated tech team to do it. That was the situation when I came on board as a graphic designer in 2023. I absorbed the web responsibilities when their web person left, stepped up to own the eLearning platform build when the company decided to go internal, and worked directly with the CEO and President to make it happen. The product I helped build now serves a global student base — over 100 paid subscribers and nearly 2,000 students who have purchased courses in music production, DJing, studio engineering, and artist development through subscription or one-time purchase. I owned this end to end, alongside a team whose input shaped every decision.

Main site before entering this role

Learning Platform before entering this role

The work

Working closely with the creative lead and teams across sales, marketing, education, and leadership, I conducted ongoing site audits across both the main site and the eLearning platform — activating design, SEO, and structural improvements across event pages, product landing pages, membership flows, and the full online learning experience. I built the platform from scratch using Tutor LMS and Stripe, project managed a contract developer through the build, and maintained shared technical documentation to keep the product moving without communication gaps. I became the customer support lead for the platform — troubleshooting user issues, identifying patterns in where students were getting stuck, and conducting UX research using session recordings to understand real behavior versus intended flows. Those findings fed directly back into design and configuration decisions. I also sole-owned the implementation of SimplyBook.me as the facility booking system, gathering requirements from the tech and sales teams, testing it end to end, and launching it for the full organization.

learn.soundcollective.com - SoundCollective Learning Portal

soundcollective.com - SoundCollective Main Site

Outcomes

What started as a graphic design job grew into something that touches every layer of how Sound Collective operates as a product. The platform serves a global student base, the eCommerce systems I implemented directly increased course sales, and the research and iteration I do on the student experience is an ongoing part of how the product improves. Three years in, I am still the person this product depends on to function, grow, and improve.

WordPress Tutor LMS WooCommerce Stripe Braze Figma Adobe Creative Suite SimplyBook.me Microsoft Clarity GTM · GA4