Brought in to elevate the brand and lead a major creative transformation, the first step was building a trusted, high-performing internal design team. Working in close partnership with buyers, CRM, merchandising, and marketing, we aligned product, storytelling, and customer communication in a way the brand had never done before. This collaborative approach helped reverse five years of stagnant sales and drive consistent year-over-year growth across e-commerce and retail.

Together, we evolved the brand vision and design toolkit to strengthen the fashion point of view and create a more modern, cohesive identity. I directed fully integrated 360° campaigns—including daily emails, social content,
in-store experiences, mailers, and more—while leading seasonal photoshoots and developing campaign narratives and copy lines. By guiding omni-channel execution and partnering seamlessly with our external agencies, the team delivered a unified brand experience at the fast pace of retail.