During my time at P&G, I had the opportunity to work on some of the most creatively challenging and multifaceted projects in the consumer goods industry. Collaborating behind the scenes with global brands, I gained invaluable insight into the intricate network of products that define household needs on a national scale.

One of the most formative aspects of my role was developing in-store promotions. This experience deepened my understanding of the proven processes behind successful retail campaigns while honing my ability to craft visually compelling metaphors. Creating promotional assets that aligned with brand identity while accommodating retailer requirements was an unpredictable yet exciting challenge.

Each project—whether a seasonal push or a category innovation—demanded a nuanced approach. Working closely with above-the-line agencies, I helped translate brand objectives into creative solutions that resonated with both consumers and retailers. This process required balancing the strategic goals of brand teams with the practical realities of the retail environment, often leading to innovative new ways to present products on the shelf.

Additionally, I collaborated with R&D teams to ensure creative executions effectively supported product innovations. It was fascinating to see how superiority claims, "before and after" comparisons, and even full aisle reinventions came to life through strategic design.

Overall, my time at P&G was a unique opportunity to operate at the intersection of strategy, creativity, and product development. It refined my ability to manage input from multiple agencies while staying true to brand goals and enhancing the consumer experience.