As head of design, Penny developed and led design strategy for NBC.com, overseeing all design and usability for NBC television show websites, interactive experiences, sponsor campaigns, social products, and mobile apps. She served on the senior leadership team to strategize products and operations. Led web and UX design teams to develop creative for brands such as The Voice, The Tonight Show, The Office, 30 Rock, The Biggest Loser, and Saturday Night Live. Highlights include leading six annual NBC.com redesigns, spearheading usability, and establishing the UX design group. NBC.com regularly ranked #1 among broadcast network websites and garnered numerous Emmy and Webby nominations and awards for its interactive media experiences.
Penny oversaw design for Season 11 AmericanIdol.com website, integrated sponsorships, and social media. She served on the senior leadership team to strategize site features and social integrations. Led the design team and collaborated with content, product, and tech teams to create dynamic interactive experiences with powerful social engagement. Highlights include art directing the special Finale section which transitioned seamlessly from pre-event to live event to post-event with live streams and synced-to-broadcast features. AmericanIdol.com successfully extended the brand online, providing rich content, online voting, and robust social engagement.
As head of design, Penny led the overall design direction for ABC.com, overseeing design for all ABC television show websites and sponsor campaigns. She served on the senior leadership team and collaborated with cross-functional groups to strategize and implement engaging online solutions. Led the design department to effectively extend the ABC brands online. Highlights include designing and art directing two annual ABC.com site-wide redesigns as well as designing high-profile shows such as Who Wants to be a Millionaire, The Practice, and NYPD Blue.
While at ABC, Penny art directed and designed Oscar.com, the official websites for the 73rd and 74th Annual Academy Awards. She led the design team and collaborated with content, product, tech and sales teams to create dynamic interactive experiences. Penny developed organizational strategies leading to more efficient design production, reduced turnaround time, and seamless update of winners and live red-carpet arrivals in real time during the live event.
Penny delivered creative vision and strategic design solutions to diverse clients and industries including Sony Pictures Television Marketing, Lifetime Television, California Lutheran University, and the City of Ventura. She designed and produced websites, B2B and B2C marketing communications, print and interactive campaigns. Penny collaborated with clients, production teams and vendors to create effective brand messaging and products.