About

My name is Alexa Coleman and I am a multidisciplinary graphic designer. I specialize in using both creative design and technical execution to create intentional marketing strategies that prioritize brand growth. With experience in building brand identities and managing Shopify ecosystems, I bridge the gap between visual storytelling and hands-on implementation.

My background in marketing also gives me an understanding of the business side of design — creating visuals that are beautiful, as well as strategic and results-driven.

About this Portfolio:

This portfolio itself is a reflection of my specialities. I built it entirely on Shopify, using its traditional e-commerce tools — custom liquid coding, product building, metafields, tags, and collections — to create a fully functional design showcase. Each portfolio item is structured like a product, allowing for dynamic organization, flexibility, and a clear demonstration of my Shopify expertise.

Education

California Polytechnic State University

San Luis Obispo, CA

Bachelor of Science: Business Administration

Concentration: Marketing

Minor: Studio Art

Graduation Date: June 2019

Achievements

2023

Contributed to Spark*l’s most successful Black Friday event by managing all marketing efforts, including email, text, and push notifications, coordinating new product drops, updating website design, and supporting influencer and live selling initiatives. My strategic planning and execution drove record sales and engagement across all channels.

2024

Developed Spark*l’s fully automated VIP Rewards Program using Shopify Flows, metafields on customer, product, and order pages, and custom liquid coding. In addition to building the backend systems, I created all marketing assets for the program launch, which increased customer loyalty and retention.

Experience

My Diamond Girl

Senior Graphic Designer & Shopify Expert

January 2025 - Present | Freelance Work

Developed a complete Shopify store, including product setup, custom-coded website features, and seamless functionality across all sales channels
Implemented automated marketing campaigns and third-party apps to increase engagement and streamline operations
Led a successful store launch that established strong early revenue growth

Portfolio Coming Soon

Bombshell Beads

Senior Graphic Designer & Shopify Expert

February 2021 - Present | Freelance Work

Set up and managed Klaviyo automations to capture abandoned carts, send restock notifications, and improve customer retention
Designed branded digital assets, including social media and website graphics, to maintain a cohesive visual identity
Maintained and updated the Shopify website through app integrations and custom-coded edits to enhance site performance and user experience

Portfolio Coming Soon

Spark*l

Senior Graphic Designer & Shopify Expert

March 2022 - September 2024 | Full-Time Work

Led development and management of Shopify ecosystem, including website design, product organization, and 30+ third-party app integrations
Created cohesive visuals across brand identity, packaging, digital collateral, and all marketing communications, including design, copywriting, and scheduling of email and text campaigns for daily, sale, and informational promotions
Collaborated with production, operations, and customer service teams to optimize store functionality, implement automated workflows, and maintain consistent, on-brand presentation across all sales channels

Spark*l Portfolio

Previous Spark*l Roles:

Director of Marketing

October 2020 - June 2021 | Full-Time Work

Led the company’s transition into a new business model by directing all aspects of the marketing department, guiding growth and setting the foundation for future campaigns and sales success
Oversaw social media, website design, newsletter marketing, content creation, and influencer partnerships to strengthen brand presence and engagement
Developed custom software for product personalization, improving consumer interaction and streamlining internal workflows

Director of Marketing & Operations

September 2019 - October 2020 | Full-Time Work

Built and managed all departments — Marketing, Customer Service, and Operations — establishing foundational processes, workflows, and data-driven goals to support business growth
Directed the Shopify ecosystem, product design and setup, operations workflows, and workshop organization, optimizing production flow and ensuring efficient order fulfillment
Created and executed all marketing communications and design work, including website, digital and physical collateral, branding, and customer service workflows to enhance customer experience and loyalty

Director of Marketing

June 2019 - September 2019 | Full-Time Work

Redesigned the website and overall brand image, including logo, company name, social media, and marketing materials, increasing engagement and sales with both consumers and wholesalers
Created and managed all marketing content, including social media posts, newsletters, flyers, and website materials, ensuring consistent and strategic brand messaging
Reviewed and analyzed website analytics, customer data, and campaign performance to guide marketing strategy and optimize results

Marketing Intern

Jan 2018 - Jun 2019 | Part-Time Work

Updated and maintained social media accounts, including Pinterest, Instagram, and the company website, ensuring consistent brand presence
Organized professional meetings with clients, partners, and distributors, preparing financials and reporting materials to support business operations
Assisted with direct marketing campaigns, including pop-up events and in-person consumer engagement to drive brand awareness

Additional Clients

Graphic Designer

August 2018 - Present | Freelance Work

Designed and developed websites, including layouts, navigation, product pages, and inventory systems, improving user experience, traffic, and client satisfaction
Created logos, branding guides, marketing content, social media campaigns, newsletters, and other digital and print collateral to enhance brand identity and engagement
Produced illustrations, animations, and custom creative assets for a variety of projects, including t-shirts, promotional materials, and client-specific campaigns, often managing projects independently from concept to execution

Additional Clients Portfolio