Tyler School of Art Elkins Park, PA

Bachelor Degree in Applied Science Graphic & Interactive Design (with Honors) Spring 2007

Delaware County Community College Media, PA Associate Degree in Applied Science Graphic Design with Honors May 2003


QVC, West Chester PA

Sr. Interactive Art Director

November 2019 - Present

  • Recognized for the redevelopment of six workflow processes. Identified gaps in production and implemented process improvements with the utilization of Airtable and MediaPulse. Communicated daily with multiple levels of leadership and policy writers across the organization to ensure a seamless implementation.
  • Supervising a multi-functional team to elevate our website, social media, email, print, and OTT.
  • Continually monitoring metrics for customer acquisition and retention.
  • Leading the evolution of QVC’s overall creative direction, brand, voice, and strategy as the company grows.
  • Advocating for hiring and staffing needs, helping to grow our team, sourcing and interviewing candidates, and onboarding of new employees.
  • Regularly facilitating meetings with the UX team & testing team to problem solve, for better creative solutions to increase customer engagement as well as maintain ADA compliance.
  • Developing and overseeing wireframes for email and web pages with mobile-first in mind.
  • Providing a leading voice in design critiques, through thoughtful feedback and strategic insights across design teams.
  • Ensuring team members are creating high-quality work that aligns with design guidelines, and meets company objectives while maintaining an excellent customer experience.

QVC, West Chester PA

Email Designer

October 2010 - November 2019

  • Selected as a key player in the rebrand of the company in 2019.
  • Participated in the art direction and execution of studio-based editorial marketing image creation. This included the choice of lighting, set environment, processing, and image editing.
  • While on set, worked closely with the directors, photographers, and stylists to ensure image selects follow the standards of model posing, crops, image sequence, and photo set environment.
  • Created an initiative to improve customer acquisition and retention by analyzing metrics and data.
  • Thrived in a high-intensity environment with tight turnarounds and fast projects.
  • Designed eye-catching email layouts that lead to higher levels of engagement and increased click-through rates that drive sales revenue and conversions while delivering the highest quality client experience.
  • Created custom imagery, and resize and optimize graphics.
  • Created alternative versions of emails for A/B testing.
  • Collaborated with other internal teams to ensure designs produced aligned with brand and project requirements.
  • Developed and implemented design best practices for optimizing delivery and open rates, CTR, revenue growth, and other KPIs.

Crystal Sullivan Creative

Part-Time Freelance Brand & Web Designer


  • Collaborated with developers for successful completion, especially in the case of complex projects.
  • Met with clients to develop a custom brand strategy to match their specific goals and offered up solutions to create a seamless customer experience.
  • Performed market research for multiple clients to help define their target market/niche, and created specific personas for each client.
  • Develop user experiences based on data and user research, that works within the design system.
  • Finalized and delivered wireframes with designs that met or exceeded accessibility specifications, following release deadlines to ensure timely delivery of work.
  • Created unique brands (logos, colors, imagery) and websites for start-up companies.

My Work


© Crystal Sullivan 2022