CREATIVE LEADER. SYSTEMS BUILDER. OPERATOR.
Elise / McDougall
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Setting the vision, building the teams, and engineering the systems that ship it, across design, product, and AI
Setting the vision, building the teams, and engineering the systems that ship it, across design, product, and AI
New York, New York
Global B2b, B2C
NEW YORK, NEW YORK · GLOBAL B2B, B2C
NEW YORK, NEW YORK · GLOBAL B2B, B2C, GTM
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SELECTED BRAND EXPERIENCE
Big brands. Meaningful work.
Big brands. Meaningful work.
Impact
Design that moves businesses forward.
I’ve spent 15+ years working across brand, marketing, product, and UX, building experiences, systems, and ways of working that turn complex challenges into clear, scalable outcomes.
I connect strategy to execution, helping teams move faster, solve complex problems, and create better experiences at scale.
$30M+
revenue influenced
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30+
BRANDS PARTNERED WITH
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35%
avg. reduction in time to market
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15+
YEARS OF EXPERIENCE
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What I do best, and what your next project needs most.
What I do best, and what your next project needs most.
What I do best, and what your next project needs most.
INTERGRATION
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1
AI Systems
AI Systems
AI Systems
Early adopter, actual practitioner. I build the AI tools teams use every day and the system that scales them.
Early adopter, actual practitioner. I build the AI tools teams use every day and the system that scales them.
Early adopter, actual practitioner. I build the AI tools teams use every day and the system that scales them.
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End-to-end AI creative pipeline: workflows, prompt libraries, components, guardrails, tool stacks
End-to-end AI creative pipeline: workflows, prompt libraries, components, guardrails, tool stacks
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AI workflow automation: briefs, production, review, handoff, reporting
AI workflow automation: briefs, production, review, handoff, reporting
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Prompt & context systems: reusable prompts, templates, libraries, structured inputs
Prompt & context systems: reusable prompts, templates, libraries, structured inputs
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AI governance & enablement: standards, guardrails, playbooks, training, adoption
AI governance & enablement: standards, guardrails, playbooks, training, adoption
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AI tooling & orchestration: tool evaluation, integrations, agents, custom workflows
AI tooling & orchestration: tool evaluation, integrations, agents, custom workflows
CREATIVE
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2
Creative Direction
Creative Direction
Creative Direction
Directing how a brand looks, feels, and works from the first pixel to the final build.
Directing how a brand looks, feels, and works from the first pixel to the final build.
Directing how a brand looks, feels, and works from the first pixel to the final build.
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End-to-end creative direction: concept, visual language, UX, execution, and delivery
End-to-end creative direction: concept, visual language, UX, execution, and delivery
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Brand-to-product expression: translating brand strategy into cohesive digital experiences
Brand-to-product expression: translating brand strategy into cohesive digital experiences
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Visual design systems: art direction, typography, composition, interaction, and visual language
Visual design systems: art direction, typography, composition, interaction, and visual language
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UX & experience design: journeys, interaction models, information architecture, and usability
UX & experience design: journeys, interaction models, information architecture, and usability
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Brand adoption & evolution: design standards, governance, ADA + EAA, rollout, and cross-channel consistency
Brand adoption & evolution: design standards, governance, ADA + EAA, rollout, and cross-channel consistency
FOUNDATION
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3
Operations
Operations
Operations
The operating layer beneath the work, teams aligned, standards governed, delivery moving at scale.
The operating layer beneath the work, teams aligned, standards governed, delivery moving at scale.
The operating layer beneath the work, teams aligned, standards governed, delivery moving at scale.
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End-to-end design operations: intake, prioritization, planning, resourcing, delivery, and measurement
End-to-end design operations: intake, prioritization, planning, resourcing, delivery, and measurement
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Product & design workflows: briefs, discovery, RACI, reviews, handoffs, QA, and launch
Product & design workflows: briefs, discovery, RACI, reviews, handoffs, QA, and launch
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Cross-functional operating models: aligning Product, Design, Engineering, Marketing, and leadership
Cross-functional operating models: aligning Product, Design, Engineering, Marketing, and leadership
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Design systems & governance: standards, adoption, contribution models, and quality controls
Design systems & governance: standards, adoption, contribution models, and quality controls
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Workflow optimization: identifying friction, improving processes, tooling, automation, and team efficiency
Workflow optimization: identifying friction, improving processes, tooling, automation, and team efficiency
VISION
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Strategy
Strategy
Strategy
Clear direction backed by insight, the throughline from business goals to what ships.
Clear direction backed by insight, the throughline from business goals to what ships.
Clear direction backed by insight, the throughline from business goals to what ships.
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Design & product strategy: vision, priorities, opportunities, roadmaps, and outcomes
Design & product strategy: vision, priorities, opportunities, roadmaps, and outcomes
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Experience strategy: customer needs, journeys, ecosystems, and experience principles
Experience strategy: customer needs, journeys, ecosystems, and experience principles
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Business & design alignment: connecting customer needs, business goals, technology, and design
Business & design alignment: connecting customer needs, business goals, technology, and design
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Strategic planning: opportunity definition, prioritization, tradeoffs, scenarios, and decision frameworks
Strategic planning: opportunity definition, prioritization, tradeoffs, scenarios, and decision frameworks
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Organizational strategy: operating models, team structures, capabilities, and design maturity
Organizational strategy: operating models, team structures, capabilities, and design maturity
CULTURE
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5
Leadership
Leadership
Leadership
Leading teams and building the culture where creatives do their best work, on time and at quality.
Leading teams and building the culture where creatives do their best work, on time and at quality.
Leading teams and building the culture where creatives do their best work, on time and at quality.
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Design team leadership: teams of up to 12 across UX, product, visual, engineering, and brand
Design team leadership: teams of up to 12 across UX, product, visual, engineering, and brand
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Team development: coaching, mentorship, career growth, feedback, and performance
Team development: coaching, mentorship, career growth, feedback, and performance
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Creative leadership: setting vision, raising quality, fostering critique, and guiding execution
Creative leadership: setting vision, raising quality, fostering critique, and guiding execution
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Team structure & resourcing: roles, capacity, hiring, allocation, and organizational design
Team structure & resourcing: roles, capacity, hiring, allocation, and organizational design
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Cross-functional leadership: aligning Design, Product, Engineering, Marketing, and executive teams
Cross-functional leadership: aligning Design, Product, Engineering, Marketing, and executive teams
PERSPECTIVE
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Range
Range
Range
From consumer campaigns to complex B2B product ecosystems, fluent in both.
From consumer campaigns to complex B2B product ecosystems, fluent in both.
From consumer campaigns to complex B2B product ecosystems, fluent in both.
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B2B & B2C: enterprise, professional, consumer, and marketplace experiences
B2B & B2C: enterprise, professional, consumer, and marketplace experiences
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Product & marketing: digital products, campaigns, launches, acquisition, and engagement
Product & marketing: digital products, campaigns, launches, acquisition, and engagement
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Brand & storytelling: brand strategy, identity, content, narrative, and experience
Brand & storytelling: brand strategy, identity, content, narrative, and experience
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Go-to-market: positioning, launch strategy, creative systems, and market activation
Go-to-market: positioning, launch strategy, creative systems, and market activation
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Consumer & campaign: integrated campaigns, customer experiences, content, and creative direction
Consumer & campaign: integrated campaigns, customer experiences, content, and creative direction
MEET ME
How I Work. Where I Unwind.
MEET ME
How I Work. Where I Unwind.
A bit about how I work, and where I unwind.
Elise
MEET ME
How I Work. Where I Unwind.
A bit about how I work, and where I unwind.
Elise
From San Francisco to Austin to New York. I've worked coast to coast
I approach my work with curiosity and care for users, teammates, and craft. I believe the best solutions come from listening closely, thinking systemically, and weighing trade-offs thoughtfully.
Brooklyn-Based
You'll find me in Brooklyn with my husband, my daughter, and our dog, always looking for a new adventure.
Brooklyn-Based
You'll find me in Brooklyn with my husband, my daughter, and our dog, always looking for a new adventure.