As Lead UX Designer for Bacardi, I worked across two major initiatives to strengthen the brand’s digital presence. The first focused on the launch of Bacardi’s partnership with Coca-Cola for ready-to-drink cocktails. I defined the content strategy and optimised page structures to maximise conversion, leveraging Bacardi’s design system to select the most effective components and variations. I also created detailed developer handover notes to ensure a smooth and accurate build process.

In parallel, I led the digital strategy for repositioning and optimising Bacardi’s cocktail content. This began with a comprehensive landscape analysis to benchmark best-in-class experiences and highlight growth opportunities. From there, I created a vision for the future of Bacardi’s cocktail pages — producing high-fidelity mockups that demonstrated how updated structures and component usage could better showcase recipes, increase discoverability, and drive user engagement.

The outcome was a set of elevated digital experiences that both celebrated Bacardi’s heritage and positioned it for growth in new categories, blending strategic storytelling with practical enhancements to deliver measurable impact.