OVERVIEW
From zero to global scale
2.6M+
Page views
18+
Regions Launched
3x
Campaign autonomy
Unified
Design system
PROBLEM
No home for education on organic content growth
Business site → Focused on advertisers and paid media
Help Center → Offered only generic support
Content creators → No dedicated hub to learn how to grow without ads
Millions of content creators left without a clear, trusted educational path.
Pinterest Create Ecosystem
SOLUTION
Create: Pinterest’s anchor for organic content growth education
Multi-audience hub for creators, merchants, publishers, and brands
Scalable system with templates, CMS components, and reusable campaigns
Anchored Pinterest’s cross-channel marketing (site ↔ email ↔ ads ↔ assets)
MY ROLE
Design leadership across site, systems & campaigns
Web • Systems • Campaigns • Branding • Templates • Motion • Localization
THE JOURNEY
From first launch to global ecosystem
Original Creators site launch (2023)
I designed and launched the original Creators site, Pinterest’s first-ever educational hub for organic growth.
Create relaunch & expansion (2024)
I led the relaunch into Create, a global, multi-audience ecosystem aligned with Pinterest’s “Every Pin Shoppable” strategy.
PHASE 1
Building the Foundation
Designed and launched the Creators site — Pinterest’s first educational hub for organic growth.
Built a multi-language promo kit (social, video, newsletter, one-sheeter) localized for 13 regions.
Developed scalable campaign templates (Pin Tips + other creator campaigns).
Created a reusable house-ad system adopted across global teams.
Key Insights
Educational content drove the highest engagement; localization and cross-functional collaboration were critical to scale.
Localized social campaign assets
Global house-ad templates
PHASE 2
Expanding the Platform
From creator-only hub → Global multi-audience education platform
Built on Success — Expanded content strategy using insights from the original Creators site.
Unified Site & System — Redesigned the homepage and IA with new sections (For Your Brand, What’s New, Success Stories).
Scaled Globally — Extended the education-first approach to 18 + regions through reusable templates and CMS components.
The reimagined sitemap introduces clear pathways for each content creator type.
PHASE 3
Scaling the Ecosystem
From one-off launches → global marketing system
Global Campaign Systems — Transformed one-off launches (like Content Challenges) into repeatable global frameworks.
Multi-Channel Marketing Design — Connected site, email, ads, and social into a cohesive learning journey.
Reusable Templates & Libraries — Built Figma systems and asset libraries that standardized campaign production.
Localization Enablement — Partnered with regional and localization teams to adapt visuals, motion, and content for each market.
Full-Funnel Journeys
Blog Funnel - Connecting storytelling across channels to drive education and engagement.
Content Challenge Funnel
Content Challenge Funnel - Guiding content creators through a cohesive multi-step learning and participation journey.
Content Challenge Template System - Modular, Figma-based design enabling global teams to localize campaigns while maintaining visual and brand consistency.
OUTCOMES & IMPACT
Scaling Impact Through Systems & Design
Global regions & Audience reach
13 -> 18
EMEA
APAC
LATAM
NA
Creators
Merchants
Publishers
Brands
Reduction in bottlenecks
75%↓
Streamlined workflows and reusable systems enabled faster, more autonomous campaign launches.
Regional Autonomy
Enabled regional teams to plan and launch campaigns independently across 18+ markets.
Unified platforms
3
One cohesive design system aligned web, email, and advertising for a consistent global brand experience.
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Pinterest.