The Princeton Review

Creative Director



Worked alongside Mandy Ginsberg and Shar Dubey, both former CEOs of the MATCH GROUP, strategizing with the intent to catapult the brand into the edutech lead and own the market. 

Directed a team of ~30 across three departments; design, marketing, and development. Platform creation included onboarding flows, eCommerce solutions, native mobile apps, discovery and marketing campaigns, and rebranding & visual language systems.

Improved student onboard conversion by 15%

Increased sales by 8% within two quarters by using a strict method of a-b testing to make minute incremental updates with user tests to prove the concepts.

Facilitated buyout merger with South Korean edutech firm ST Unitas. Worked closely with the ST Unitas team to familiarize them with the platform and efficiently incorporate their members into the team.

Marketing and Digital Products
The plans and services offered by the Princeton Review were nuanced and with many options. This led to a set of panels we tested that showcased these features front and center to users within the hero of the plan pages. This is a variation that we tested.
Rate cards were ever-changing and tested. Rate cards were personalized and customized for different demographics.
This is an example of methods tested and implemented to further aid users toward the proper plan that makes sense for them from a goals and cost point-of-view.
As supplements to books and online courses I made native mobile apps for students to practice the basics of the SAT.
With a new color palette implemented, I created illustrations that were playful and inviting.
Early rough sketches pertaining to major projects tested on the Princeton Review Platform.