columbia sportswear: ecommerce
Retail Meets Digital
As a digital designer for Columbia Sportswear and SOREL, I worked at the intersection of brand, e-commerce and technology during a period of major digital growth. From helping re-platform Columbia.com into a responsive, mobile-first experience to creating scalable templates and high-volume seasonal campaigns, my role was about translating a global retail brand into cohesive digital experiences—and building smarter ways to deliver them.
E-commerce · Responsive Design · AEM · Visual Systems · Brand
role: senior interactive designer
ecommerce
campaigns
marketing
brand
social
how i work
From retail growth to digital scale
Columbia had a strong global brand and rapidly growing direct-to-consumer business. Digital needed to keep pace.
The challenge wasn't simply redesigning pages. We needed to modernize Columbia.com, support an increasingly mobile audience and give teams flexible ways to bring high-volume seasonal storytelling to life across web, email and social.
My work centered around four areas:
Re-platform → Build → Scale → Extend the brand
01
re-platform
Designing for a mobile-first future. I helped support the responsive re-platform of Columbia.com, moving the experience toward a more flexible, mobile-first foundation.
My role crossed design and implementation—from UX and responsive layouts to content migration, AEM authoring, complex component configuration and technical troubleshooting.
Working directly within the platform gave me a deeper understanding of how design decisions behaved in production—and helped me identify issues and opportunities beyond the design file.
Responsive UX · Content Migration · AEM · Component Configuration · Troubleshooting
02
extend the brand to digital
Turning design into reusable systems. A growing e-commerce business couldn't reinvent every page for every campaign. I helped create and configure reusable website and email templates that gave teams greater flexibility while maintaining a cohesive Columbia experience.
The goal was to create enough structure for consistency without limiting the creativity needed for seasonal storytelling.
Page Templates · Components · Responsive Patterns · Brand Consistency
03
Making high-volume creative easier to deliver
Seasonal retail moves fast. I designed across a wide range of digital touch points—including homepage experiences, landing pages, email campaigns, advertising and social—while looking for opportunities to make repetitive work more efficient and scalable.
Reusable patterns, templates and clearer digital standards helped turn one-off creative executions into systems teams could continue using.
Seasonal Campaigns · Global Email · Digital Advertising · Social
04
Extending the brand beyond the website
The work wasn't limited to Columbia.com. I partnered with global marketing teams to translate larger brand initiatives into digital experiences and helped integrate emerging channels, including social media, into campaign thinking.
Across Columbia and SOREL, the goal remained the same: create a recognizable brand experience while adapting the execution to different audiences, platforms and moments.
Brand Initiatives · Digital Strategy · Social · E-commerce · SOREL
my impact
During my time at Columbia (2013–2016), company revenue grew approximately 41%—from $1.68B to $2.38B. My role supported that broader growth by helping scale the direct-to-consumer digital experience across responsive commerce, campaigns and reusable systems.
