Rockefeller Center

Rockefeller Center is one of the most iconic places in the world, but during a major rebrand its digital ecosystem had become bloated, fragmented, and was impacting revenue. I led a cross-functional team to unify all sites, content, and revenue streams under a single domain, balancing the need to drive sales while making a historic landmark feel relevant to local New Yorkers. Through an intensive discovery phase, I aligned stakeholders across content, commerce, leasing, and events, defining a scalable architecture that set the foundation for ticketing, leasing, and event planning. I helped set design direction and partnered closely with the team through iteration and testing to create an immersive, brand-led experience, supported by a flexible Gatsby-powered ThemeUI-based design system.