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I am a multidisciplinary creative leader specializing in branding, packaging, and experiential retail. For over 20 years I have shaped global beauty and luxury brands by building sensory-led design systems that unify physical and digital experiences, crafted with empathy, intention, and narrative depth, and designed to scale worldwide. I excel at translating marketing strategy into scalable retail systems, leading cross-functional teams across US, LAT AM, EMEA and APAC, and guiding end-to-end programs from concept to installation. My practice blends creative direction with production leadership to protect brand equity while delivering fast, high-volume outcomes.…I am a multidisciplinary creative leader specializing in branding, packaging, and experiential retail. For over 20 years I have shaped global beauty and luxury brands by building sensory-led design systems that unify physical and digital experiences, crafted with empathy, intention, and narrative depth, and designed to scale worldwide. I excel at translating marketing strategy into scalable retail systems, leading cross-functional teams across US, LAT AM, EMEA and APAC, and guiding end-to-end programs from concept to installation. My practice blends creative direction with production leadership to protect brand equity while delivering fast, high-volume outcomes.

Daniela F. Goldin

Art Director, Designer, Brand Designer, +2

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I am a multidisciplinary creative leader specializing in branding, packaging, and experiential retail. For over 20 years I have shaped global beauty and luxury brands by building sensory-led design systems that unify physical and digital experiences, crafted with empathy, intention, and narrative depth, and designed to scale worldwide. I excel at translating marketing strategy into scalable retail systems, leading cross-functional teams across US, LAT AM, EMEA and APAC, and guiding end-to-end programs from concept to installation. My practice blends creative direction with production leadership to protect brand equity while delivering fast, high-volume outcomes.…I am a multidisciplinary creative leader specializing in branding, packaging, and experiential retail. For over 20 years I have shaped global beauty and luxury brands by building sensory-led design systems that unify physical and digital experiences, crafted with empathy, intention, and narrative depth, and designed to scale worldwide. I excel at translating marketing strategy into scalable retail systems, leading cross-functional teams across US, LAT AM, EMEA and APAC, and guiding end-to-end programs from concept to installation. My practice blends creative direction with production leadership to protect brand equity while delivering fast, high-volume outcomes.

Available to hire

I am a multidisciplinary creative leader specializing in branding, packaging, and experiential retail. For over 20 years I have shaped global beauty and luxury brands by building sensory-led design systems that unify physical and digital experiences, crafted with empathy, intention, and narrative depth, and designed to scale worldwide.

I excel at translating marketing strategy into scalable retail systems, leading cross-functional teams across US, LAT AM, EMEA and APAC, and guiding end-to-end programs from concept to installation. My practice blends creative direction with production leadership to protect brand equity while delivering fast, high-volume outcomes.

Skills

Branding

Brand Identity

Experience Level

Branding

Expert

Brand Identity

Expert

Language

English

Fluent

Work Experience

Independent Designer at Residential Renovation

January 1, 2023 - January 1, 2025

Directed end-to-end luxury gut renovation from spatial concept to final execution; Managed contractors, budgets, drawings, and onsite quality control; Collaborated with interior design, selected materials, and oversaw installation

Global Art Director of Retail Experience at L’Oréal

January 1, 2020 - January 1, 2023

Directed 360° creative for global product launches across chain, specialty, mass, and salon channels (Redken PPD); Translated marketing strategy into scalable, market-ready retail systems while protecting brand equity; Led cross-functional collaboration with creative, marketing, retail environment, and production to deliver end-to-end retail programs

Global Visual Merchandising Senior Designer at Estée Lauder Companies MAC Cosmetics

January 1, 2018 - January 1, 2020

Conceived retail VM concepts, renderings, and merchandising strategies for global markets; Collaborated closely with industrial design, copy, creative, and global marketing to build cohesive brand environments

Senior Designer at Estée Lauder

January 1, 2014 - January 1, 2018

Led design and execution of global light box campaigns; Reinforced brand consistency across VM and display ecosystems worldwide; Strengthened communication between cross-functional teams to accelerate delivery and reduce friction

Design Director at Schawk / Anthem Worldwide

January 1, 2010 - January 1, 2012

Led creative for Revlon retail displays and in-store communication systems; Delivered high-volume retail assets under accelerated timelines

Senior Designer at Landor Associates

January 1, 2008 - January 1, 2010

Led the full redesign of Bradesco’s retail banking environment and its cross-market implementation in São Paulo, Brazil; Coordinated NY creative teams with Brazilian clients, architects, and vendors; Presented creative strategy and delivery guidelines to senior bank leadership

Senior Designer

January 1, 2000 - January 1, 2005

Created high-impact brand experiences through packaging and visual identity systems for startups, Fortune 500 CPs, and global beauty brands