Strategy
Find the insight.
Every project starts with the business goal and the people it has to reach. For Love Beauty and Planet, women 18–34 were the heaviest drugstore beauty buyers, but no brand on the shelf owned sustainability.
Mandy Hayes · Creative Director · Tampa Bay
Work people
Work people
notice.trust.act on.
Twenty years of campaigns, brand systems and digital experiences for Walmart, eBay, CVS and PYMNTS.
Creative Director with 20+ years in retail media, advertising, brand and digital. Thirteen years building retail creative for Walmart 
eBay 
and CVS 
and the brands inside them. Now leading creative at PYMNTS 
How the work gets made.
Five steps from first sketch to launch, shown on real projects: the Love Beauty and Planet × CVS campaign, Walmart Media Group and PYMNTS.
The idea
Turn it into a line people remember.
“Be eco. Be fab. Beautiful.” A stack of “Be” statements that resolves into “Beautiful,” giving a vegan, $8.99 brand a voice that felt like CVS, not a generic shelf talker.
The system
Build one system for every touchpoint.
A single line, palette and photo style, art directed across email, social, display, a sponsored article, the CVS.com brand shop, in-store signage, print and out-of-home.
Production
Stay hands-on through production.
Homepage takeovers on Forbes and AdWeek, full-page trade print, production-ready web builds. I lead designers, writers, analysts and developers from first concept to launch, with hands-on QA.
Launch & measure
Measure what happens after launch.
I don’t just make things prettier. The redesigned PYMNTS Events page went from 28 to 134 tracked visits.
+379%Events-page traffic
Showreel · 0:38
The reel.
Twenty years of campaigns, brands and digital work, cut into 38 seconds. It plays as you scroll by, or watch it full screen.
Showreel · built from Mandy’s work
Selected work
Six projects, six disciplines: from fintech platforms and data products to retail campaigns that run from the feed to the bus shelter.
01 / 06Web redesign · PYMNTS · 2026
PYMNTS Intelligence
View case
02 / 06Integrated campaign · CVS × Unilever · 2018
Love Beauty and Planet × CVS
View case
03 / 06Brand platform · PYMNTS × Crypto.com · 2026
The Prompt Economy
View case
04 / 06B2B advertising · Walmart · 2018–2019
Walmart Media Group
View case
05 / 06E-commerce · Walmart · Sam’s Club · eBay · 2017–2019
Retail Media Brand Shops
View case
06 / 06Data product · PYMNTS Intelligence · 2026
PYMNTS Data Dashboards
View case
From first sketch to launch.
I lead creative from first sketch to launch: brand systems, advertising, websites and campaigns, and I stay hands-on through production.
01
Creative direction
I set the creative vision and keep it intact from brief to launch, leading designers, writers, analysts and developers toward work that looks premium and performs.
02
Brand identity & systems
Logos, palettes, type scales, style guides and component libraries that make a brand recognizable everywhere it shows up, and easy for teams to use correctly.
03
Web, landing page & UX
Full-site redesigns, product pages and conversion-focused landing pages, built around clear hierarchy, accessible contrast and a single obvious next step.
04
Retail media & advertising
Creative built for major retailers and the brands that show up inside them: digital campaigns, sponsored experiences, display, print and e-commerce.
05
Integrated brand experiences
Identity, digital, campaign and environmental touchpoints designed to make a brand feel cohesive wherever customers meet it.
06
AI-accelerated production
I direct AI tools the way I direct a studio: precise briefs, fast iteration and hands-on QA, producing production-ready HTML/CSS in days instead of weeks.
Trusted by the biggest names in retail
Clients include PYMNTS, eBay, Walmart, CVS, Toys"R"Us, Sam’s Club, Unilever, Samsung, sticky.io, Paymentus, Crypto.com, Visa DPS, Fitbit, Keurig, Kohl’s, Staples.
Twenty years, six chapters.
From a design lead in 2004 to Creative Director at PYMNTS. Scroll through the story, or jump to any chapter.
Chapter 01 / 06
Design Lead
Axiom WorldwideDesign lead for a medical equipment manufacturer: logos, corporate identities, websites, print collateral and product marketing, overseeing junior designers and photographers.
Senior Designer
Triad Retail MediaRetail media creative for Walmart, eBay, CVS, Sam’s Club, Staples, Kohl’s, Toys"R"Us and Babies"R"Us and the national brands advertising on their sites: brand shops, landing pages, sponsored articles, display, email and social.
Art Director, eBay Marketing Team
Triad Retail MediaBrand strategist and creative lead for eBay’s advertising business. Defined eBay’s B2B brand voice, concepted new-business pitch creative that contributed to client wins, and led AdAge takeovers, the “Better Together” print series, display and corporate websites. Also led Love Beauty and Planet × CVS and the Walmart Media Group takeovers.
Sr. UI/UX Designer · Sr. Art Director
sticky.ioOwned the creative vision for all marketing. Led two complete website redesigns and a brand refresh; designed assets that generated $1.3M in pipeline (2022) and helped drive a 170% lift in organic search traffic.
Creative Director
Child Care Biz HelpMy first Creative Director role: ran the full creative function for new childcare businesses, from logos and identity systems to websites, marketing materials and environmental design input.
Creative Director
PYMNTSLead creative for PYMNTS and PYMNTS Intelligence: redesigning PYMNTS.com product pages, building the shared type scale and design system, and art directing research reports, data dashboards, sponsorship decks, newsletters and event pages.
Where it startedLogos, identities, websites and print for a medical equipment maker. Twenty years of craft begins here.
Where it startedLogos, identities, websites and print for a medical equipment maker. Twenty years of craft begins here.
Design Lead
Axiom WorldwideDesign lead for a medical equipment manufacturer: logos, corporate identities, websites, print collateral and product marketing, overseeing junior designers and photographers.
Senior Designer
Triad Retail MediaRetail media creative for Walmart, eBay, CVS, Sam’s Club, Staples, Kohl’s, Toys"R"Us and Babies"R"Us and the national brands advertising on their sites: brand shops, landing pages, sponsored articles, display, email and social.
Art Director, eBay Marketing Team
Triad Retail MediaBrand strategist and creative lead for eBay’s advertising business. Defined eBay’s B2B brand voice, concepted new-business pitch creative that contributed to client wins, and led AdAge takeovers, the “Better Together” print series, display and corporate websites. Also led Love Beauty and Planet × CVS and the Walmart Media Group takeovers.
Sr. UI/UX Designer · Sr. Art Director
sticky.ioOwned the creative vision for all marketing. Led two complete website redesigns and a brand refresh; designed assets that generated $1.3M in pipeline (2022) and helped drive a 170% lift in organic search traffic.
Creative Director
Child Care Biz HelpMy first Creative Director role: ran the full creative function for new childcare businesses, from logos and identity systems to websites, marketing materials and environmental design input.
Creative Director
PYMNTSLead creative for PYMNTS and PYMNTS Intelligence: redesigning PYMNTS.com product pages, building the shared type scale and design system, and art directing research reports, data dashboards, sponsorship decks, newsletters and event pages.