Paid Media Design System — Walmart

Designing a scalable advertising system for Walmart’s cross-platform campaigns.

Role: Senior Design Lead
Scope: Art direction, modular design system, digital advertising templates, cross-platform campaigns

Designed and scaled a modular paid media system for Walmart, enabling high-volume production of campaign assets across platforms including Meta, Google Display Network, and Reddit.

Built to support a large, multi-category product assortment, the system allowed teams to quickly generate, adapt and iterate on creative while maintaining brand consistency and improving production speed.

Scale & Impact

• Supported campaigns across multiple product categories and seasonal promotions
  
• Designed for dozens of asset variations per campaign across platforms
  
• Reduced time spent resizing and rebuilding assets across formats
  
• Enabled faster campaign launches and iteration based on performance

The Challenge

Walmart campaigns required producing a high volume of creative variations across platforms, each with unique format requirements and tight turnaround timelines.

Without a system, creative teams were rebuilding assets for each placement, slowing down production and making it difficult to scale campaigns efficiently across a large product assortment.

Component System

Components were designed to be easily swapped, resized, and recombined — allowing teams to quickly generate multiple asset variations without rebuilding layouts from scratch.

Reusable Components

This significantly reduced production time and made it easier to scale campaigns across formats.

Platform Layout System

Cross-Platform Scalability


Predefined layouts for each media platform ensured assets could be produced quickly and consistently, reducing back-and-forth and accelerating production time and campaign launches.

The system enabled consistent execution across placements while adapting to platform-specific requirements and performance needs.

Impact

The design system significantly improved production efficiency by reducing time spent creating and resizing assets across formats.

By standardizing components and layouts, teams were able to quickly generate high-quality campaign variations while maintaining consistent brand execution.

This enabled faster campaign launches, easier iteration based on performance, and scalable creative output across channels.