Rebuilding DEMDACO’s Catalog Process
I led a complete revamp of the catalog system and a redesign of the overall layout to bring more clarity up front, improve efficiency, and deliver a more consistent experience for customers. When I joined DEMDACO, the wholesale catalogs looked strong but were built outside our core data and digital platforms, using product information that hadn’t been fully vetted yet. As the team got leaner and launches became more complex, I rebuilt the process to catch issues earlier and better support both the business and the customer experience.
The Challenge
Catalogs were produced in a silo, disconnected from e-commerce and ERP data flows
Frequent product data inconsistencies (color, size, materials)
Photography mismatches led to customer confusion, returns, and dissatisfaction
Design team absorbed accountability for product accuracy despite not owning source data
A shrinking design team required a more scalable, repeatable process
My Approach
I approached the catalogs as a connected marketing system rather than a standalone design output. After auditing the full lifecycle of product data—from creation through customer delivery—I identified critical breakdowns between merchandising, product development, photography, digital, and print. I reframed the catalog as a cross-functional launch tool that needed to align directly with DEMDACO’s digital sales platforms, and focused on creating a shared, reliable foundation for product data and imagery that could scale with the business.
The Challenge
I led the redesign and implementation of a new end-to-end catalog workflow grounded in a single source of truth for product attributes and photography. This required close collaboration with multiple internal teams and external vendors to redefine ownership, shift accountability for product accuracy to the appropriate stakeholders, and remove that burden from the design team. Alongside managing change and adoption, I maintained creative oversight of the Home and Holiday catalogs, ensuring operational improvements strengthened—not diluted—the brand and customer experience.
