At Ulta Beauty, scale wasn’t a constraint — it was the canvas. Working at Epsilon, Ulta’s digital advertising and data partner, I served as the principal designer on the account and art director on key initiatives, translating rich customer intelligence into creative that actually feels human. Across 600+ brand partners, and using data from Ulta’s 42M+ rewards members, we built a system where personalization and performance could coexist — thousands of dynamic ad sets responsive to behavior, location, timing, and even the weather. We also introduced a new hybrid ad treatment that brought lifestyle and product storytelling into a single, elevated format. The result was a creative engine built not just to run fast, but to run beautifully, turning complexity into clarity, and data into desire.