Liz Hayes is a creative director leading brand marketing innovation and creative technology.
She leads in‑house teams and global agency partners, setting vision and standards that enable work to scale with clarity and speed.
Her background spans marketing, digital brand and large‑scale, event‑driven work, shaping a systems‑level approach to creative leadership.
Her background spans marketing, digital brand and large‑scale, event‑driven work, shaping a systems‑level approach to creative leadership.
She is a systems thinker who looks one step ahead, considering how creative decisions ripple across teams, platforms, and audiences. She is deeply committed to supporting artists and shaping how creative work evolves in a rapidly changing landscape, with the belief that creativity moves culture forward when it is led with intention, care and accountability.
Experience
2024 - Current
Creative Director Adobe
I lead and scale global brand creative teams at Adobe, responsible for conceptualizing and executing world class campaigns that resonate with a diverse international audiences for creator and pro.
I drive growth and engagement through innovative visual storytelling across digital, video, print and emerging technologies including generative AI and Adobe Firefly. My role centers on building creative visual systems, testing new features and processes with operational frameworks that support a high volume of content while maintaining a cohesive and high quality visual identity.
I partner closely with senior leadership and cross functional teams across product, marketing, and engineering to align creative strategy with business objectives, market opportunities, and platform priorities. I ensure quality, delivery, and performance standards are met while mentoring designers, copywriters and producers to push creative boundaries with intention and care.
I mentor designers, copywriters, and producers, pushing creative boundaries while ensuring quality, consistence and impact at scale.
I drive growth and engagement through innovative visual storytelling across digital, video, print and emerging technologies including generative AI and Adobe Firefly. My role centers on building creative visual systems, testing new features and processes with operational frameworks that support a high volume of content while maintaining a cohesive and high quality visual identity.
I partner closely with senior leadership and cross functional teams across product, marketing, and engineering to align creative strategy with business objectives, market opportunities, and platform priorities. I ensure quality, delivery, and performance standards are met while mentoring designers, copywriters and producers to push creative boundaries with intention and care.
I mentor designers, copywriters, and producers, pushing creative boundaries while ensuring quality, consistence and impact at scale.
2021 - 2024
Associate Creative Director Adobe
I led creative direction across adobe.com and Creative Cloud surfaces, overseeing visual systems, information architecture and campaign driven experiences tied to product launches and growth initiatives.
I managed and mentored designers responsible for high visibility brand and product work, translating complex ideas into clear, engaging and accessible creative. My focus was on elevating craft, improving consistency across platforms, and building scalable design systems that balanced UX, SEO and accessibility clarity with strong brand expression.
2021 - 2021
Usability Design Director Skullcandy
I led UX strategy and execution across Skullcandy’s digital ecosystem, including ecommerce, mobile, and brand experiences. I partnered with product, engineering, and marketing teams to improve usability, conversion, and customer experience while maintaining a strong point of view on design quality and brand expression.
2018 - 2021
Associate Creative Director Skullcandy
I directed and managed UX and digital design for Skullcandy’s global ecommerce platforms and app, leading designers and agency partners across campaigns, promotions, and product launches.
My focus was on scaling design systems, improving customer journeys, and aligning digital experiences with broader brand and marketing initiatives.
My focus was on scaling design systems, improving customer journeys, and aligning digital experiences with broader brand and marketing initiatives.
2015 - 2018
Senior Designer Skullcandy
I designed and executed global digital campaigns across brand, sports marketing, live events, and retail, including experiences tied to the Warped Tour and CES product launches. My work focused on ecommerce UX and visual identity systems, partnering closely with marketing and product teams to deliver high impact creative that balanced performance, storytelling, and brand consistency.
2012 - 2015
Senior Art Director Backcountry
I directed and led digital marketing experiences across Backcountry’s ecommerce portfolio, with a major focus on large scale, event driven partnerships with NBC Sports.
This work spanned multi brand activations across Backcountry brands, MotoSport, the Dew Tour, and Supercross Events, supporting high visibility moments tied to live events, athletes, and broadcast campaigns and ecommerece integrations. I managed designers and collaborated closely with photographers, videographers, athletes, and production teams to deliver cohesive creative systems across web, content and campaign experiences.