From Early-Stage Startup to Global Platform

Context

I joined Care.com as an early employee shortly after its Series B round, when the company had ~30 people and limited brand recognition. Over seven years, I grew from Graphic Designer to Senior Art Director, contributing to product evolution, brand development, and international expansion through the company's IPO.

Approach

Role Evolution

My career trajectory mirrored the company's growth:

• Early stage (Graphic Designer): Supporting product and marketing across a desktop-first platform with a small team
• Mid-stage (Art Director): Led brand evolution and mobile transformation as company scaled to hundreds of employees
• Senior leadership (Senior Art Director): Directed design across consumer, B2B, and international markets; managed European design team post-acquisition

Mobile Transformation

As mobile usage grew, we transformed the product experience:

• Shift to responsive design across all consumer touchpoints
• Modernized product experience to meet evolving user expectations
• Mobile-first thinking for new features and products

Care at Work (B2B)

I led design for Care.com's B2B offering, creating it as a distinct brand:

• Defined brand and visual system separate from consumer product
• Positioned as employer benefit rather than consumer service
• Created scalable design patterns for enterprise clients

International Expansion

Supported Care.com's growth beyond the US market:

• UK launch as first international market
• European leadership post-acquisition of multiple European competitors
• Cross-market consistency while respecting local needs

Team & Influence

As the company scaled, so did design's footprint:

• Built team from individual contributor to leading multiple designers
• Increased design visibility across product, marketing, and executive levels
• Contributed globally to brand, product, and strategic initiatives

Impact

• Supported pre-IPO growth: Design leadership from Series B (~30 people) through IPO (700+ employees, $170M+ revenue)
• Mobile transition: Led shift from desktop-only to mobile-first, with mobile representing majority of traffic by 2015
• B2B revenue stream: Established Care at Work visual brand, contributing to enterprise offering that became significant revenue driver
• International footprint: Led design across multiple European markets post-acquisition, ensuring cross-market consistency
• Team & influence: Grew design from single IC to multi-person team with strategic influence across product, marketing, and executive levels