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
Lead and scale brand creative teams, partnering with in‑house designers and two global agencies to deliver global marketing campaigns, promotions and launches across digital and video, serving as creative lead for Firefly and overseeing major Creative Cloud feature launches, including Adobe MAX moments.
Set creative direction and standards that improved efficiency and output scale, enabling a faster and more consistent launch cadence across marketing initiatives.
Influence creative strategy with senior partners, aligning brand expression to business goals and evolving market opportunities.
Partner cross‑functionally with product, marketing and engineering to execute integrated campaigns and complex launch moments.
Mentor and manage creative leads and designers, maintaining a high bar for craft, delivery and performance across internal and agency teams.
2021 - 2024
Associate Creative Director Adobe
Led creative direction for marketing launches and campaigns across web and brand surfaces.
Managed in‑house designers and multiple agency partners delivering high‑visibility marketing work with strong brand expression.
Managed in‑house designers and multiple agency partners delivering high‑visibility marketing work with strong brand expression.
Translated complex product capabilities into clear, compelling marketing creative for customers and artists.
Led page and template systems that improved efficiency, consistency and execution at scale.
Collaborated cross‑functionally to support launch priorities and evolving platform capabilities.
2021 - 2021
Usability Design Director Skullcandy
Led and directed a team and external agencies to set usability standards and guidelines for pre to post customer purchasing and user guides and product on boarding.
Led UX strategy across product, ecommerce, mobile, and immersive brand experiences to improve usability and customer experience.
Partnered with product, engineering, and marketing to prioritize experience improvements from pre to post purchase and maintain brand integrity.
2018 - 2021
Associate Creative Director Skullcandy
Led and directed a team for campaign marketing ecommerce design, packaging, in store and product activations.
Directed UX and digital design for global ecommerce platforms and app, leading designers and agency partners.
Scaled packaging design systems for retail and improved digital customer journeys across campaigns, promotions and product launches.
Delivered event and product experiences tied to Warped Tour activations, IFA, i and CES product launches.
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.