Black background with the word 'DESIGN' dissolving to 'DIGITAL' in white, bold letters in the center.

Diana Picariello is a multi-hyphenate Creative Director and Digital Strategist.

With 15 years of experience spanning design, behavioral psychology, and analytics, Diana transforms brands into growth engines by bridging strategic insights with high-impact creative execution.

She is consistently recognized for her dynamic, mentorship-driven leadership style, building high-performing teams at both agile startups and Fortune 500 enterprises.

Career highlights:

Architected a digital acquisition strategy that grew Joss & Main’s subscriber base to 6 million, achieving total U.S. market saturation.
Established a first-of-its-kind cross-disciplinary interactive advertising team at Wayfair, coaching specialists to leverage marketing data and emerging technologies.
Led a comprehensive brand transformation for start-up Brilli Wellness lighting, driving a record $24 million in annual revenue and securing dedicated features in Fast Company and Forbes.
Crafted and deployed a digital roadmap for Pathfinders Advertising Agency, including email strategy and website redesign, for the 45-year-old agency that resulted in a 125% increase in lead generation.

Brand experience

featured case studies

BrILLI WELLNESS LIGHTING

Creative direction and digital strategy for a venture-backed leader in healthy lighting that propelled the startup forward to achieve:

$24M record annual revenue
Retail and e-tail partnerships with Target
Earned media coverage from Fast Company, Forbes, People Magazine, and more.

View Brilli Wellness case studies →

A desk with a MacBook Pro laptop displaying a website about energy-efficient lighting and a smartphone showing the same website, with a large potted plant in the background near a window.

A box of Brill Charge Up 75W light bulbs against a blue background.

A woman with curly hair in a denim outfit sitting on a kitchen counter holding a bowl of green grapes and smiling, with a kitchen backsplash, plants, and kitchenware in the background.

Sony PlayStation + Visa

Landing page strategy and design direction for Sony PlayStation’s Visa program bridged the gap between high-frequency gaming behavior and financial services to deliver:

Millions of impressions and significant YoY growth in cardholder acquisitions
100% alignment with Sony PlayStation’s brand and strict financial compliance guidelines
Editor rating of 4.7/5 on WalletHub.

View the Sony PlayStation case study →

Promotional graphic for PlayStation credit card rewards, featuring a white PlayStation 5 controller and a blue PlayStation Visa card, with text about earning 10x points on purchases, valid until January 18, 2026.

Smartphone displaying a PlayStation Visa credit card offer with a PlayStation controller and credit card image on the screen.

A digital interface displaying a selection of PlayStation Visa cards with different game or character themes, arranged horizontally. The cards include images from various popular video games, and there is a button labeled 'Apply now' below the cards.

Pathfinders Marketing Agency

Digital transformation of the agency’s website and email marketing strategy that resulted in:

125% more leads in the first year of launch (2025)
Increased digital share-of-voice by 40% through next-generation technical (SEO) and semantic (AEO) enhancements
Better-than-benchmark email open rates that averaged 15% and click-through rates that averaged 4%.

View the Pathfinders Agency case study →

Laptop displaying a website with the text 'Work hard. Rest hard.' and black and white images of people working."

Naturally Fresh Cat Litter

Digital strategy and creative direction for a sustainable cat litter brand that helped to deliver:

1,820% YoY (year-over-year) increase in email subscribers (2024)
16% average open rate (2024)
12% increase in web engagement rate following the launch of the new site in 2025.

View the Naturally Fresh case study →

Computer screen displaying a website for a cat odor control product called Naturally Fresh Ultra Odor Control, with a packet of the product and a litter box on the screen. The desk has a white mug, a plant, a bottle, and a small white frame, with a white chair in front.

Bright Clean Antimicrobial LED Lighting

Brand strategy, identity, naming, and mobile app product management for a ground-breaking anti-microbial LED product. These initiatives helped to secure the brand: