Spotify Premium — Global Conversion Campaigns

Art Direction, Graphic Design, Production, Storyboarding, Oversight

I joined Spotify during the summer of 2016. My background in both production and globalization, combined with my graphic design skills, made me a perfect candidate to help facilitate the Spotify Premium conversion campaign that summer. I helped develop templates, establish best practices guidelines, and contributed to designing and producing assets for a number of markets across a variety of channels.

The campaign was a success, and has grown exponentially ever since, expanding into dozens of markets globally. I now oversee the production for these tentpole conversion campaigns, as well as the smaller campaigns throughout the year. I collaborate with our copywriters, brand managers, performance marketers, legal department, translators, and external agencies as each campaign develops. I then create the master templates which cover the full suite of assets: House Ads, Social, Display Ads, Email, and Video. Each channel has a variety of layouts, which need to feel consistent regardless of the dimensions, language, or format, and feel cohesive across a dozen or more waves.

I will then deliver the master templates to our production partners who will then generate the roughly 20,000 banners for our campaigns. I work with them throughout the process to ensure quality assurance, and timely delivery to the marketplace.

My involvement can range anywhere from assisting with concepting to storyboarding and pixel-perfection design that is production ready for our partners to execute upon.

Created at Spotify, 2016 - present.