BRAND DIRECTOR, Marketing & Creative

  • Developed an updated brand book, leading the way for an elevated and fresh brand point of view.

  • Managed the annual company GTM, reporting for all brand channels, and managed a lean but effective annual marketing and creative budget.

  • Concepted all seasonal marketing photoshoots and led the development of seasonal toolkits pre-production, production, post-production, and pass-off.

  • Led the RFP, retention, and onboarding of a new PR agency. Within eight months, earned 3B media impressions, ten stand-alone pieces, and eight found features with key partners Forbers, Inc., and Glossy Co.

  • Created a baseline for community building focusing on micro-stylists, influential women, key media partners, and affiliate partnerships.

  • Managed content creation and video editing for all platforms. 90% follower increase in five months.

  • Led the creation of an affiliate program via ShopMy, onboarding thirty new partners into the program, which led to 50k in sales within two months.

PISTOLA DENIM

1 year

BRAND STRATEGY

Working directly with the CEO and founders in beauty and apparel, I act as a creative and marketing thought partner. I help craft long-term growth strategies through brand collaborations, activations, GTM planning, and influencer and social partnerships. Clients include Dorsey, Levi’s, MATE the Label, and Eadem.

FREELANCE

6 months

BRAND DIRECTOR

  • Led the launch and ongoing PR strategy for the MERIT brand – resulting in nearly 1,280 pieces of coverage since the launch.

  • Managed and distributed a yearly budget of 1.5M across social, influencer, brand partnerships, PR, and new business opportunities.

  • Curated, produced, and published content for @merit Instagram and TikTok – leveraged key data points to optimize engagement and growth, which resulted in 93% IG follower growth since launch.

  • Developed and curated the content strategy for TikTok, resulting in 3.6M mentions on the platform.

  • Created a co-op partnership model with like-minded lifestyle brands – key collaborators include LoveSeen, Ghia, Agmes, Nette, Crown Affair, and Necessaíre.

  • Partnered with Proenza Schouler to launch MERIT’s first product launch, Signature Lipstick, at NYFW – secured exclusive coverage with Vogue followed by 20+ syndicated stories.

  • Managed the “always-on” mega and macro-influencer strategy – led partner briefs and execution on all social channels.

  • Led the strategy for the digital content series “On My Way” collaborators have included Jenna Lyons of LoveSeen and Mélanie Masarin of Ghia.

  • Led GTM yearly planning in partnership with the channel leads from the Creative, Product Development, and Performance teams.

  • Partnered with The RealReal merchandising teams to build a “neighborhood retail” strategy, giving key micro markets access to the MERIT brand.

MERIT BEAUTY

1 year 5 months

Levi Strauss &Co.

8 years

Co-Founder, &Co Ventures

  • Nominated by Levi's CMO to lead PR and Marketing for the new Ventures arm of LS&Co. – lead design, concept, and branding for all test brands and ideas generated.

  • Defined strategy and innovation process, enabling LS&Co. to launch niche DTC brands, each adding $100M in revenue to the portfolio.

  • Tested and validated seventeen new brand concepts via data-driven, rapid experimentation – including swimwear, home goods, and work-wear, among other categories

  • Pitched a $500M influencer concept to LS&Co board of directors; subsequently acquired $150K in funding to develop a proof of concept with Rachael Wang.

  • Development of POC – identified key partners for design, sourcing, production, content creation and distribution, e-Commerce set-up, warehousing, customer service, and last-mile delivery.

Sr. Manager, Global e-Commerce and Content Strategy

  • Led the creation of Off The Cuff, the Levi.com blog in partnership with creative agency AKQA – managed all aspects of the project; objectives, wire-framing, content production, curation and implementation, budgets, UAT, launch, and global expansion.

  • Developed a baseline for influencer outreach and collaborations with PR and legal teams – defined levels to help align internal support and funding.

  • Partnered with UX and IT teams for Levi.com site re-design, launched in 2018 – led to faster content updates, less hands-on approach, and agile ways of working cross-functionally.

  • Launched levi.com influencer strategy, “Friends of Levi’s,” in partnership with the PR and social teams

  • Partnered with the LSA brand team to build the strategy and execute all custom content; partners included The Zoe Report, Vogue, Who What Wear, The Coveteur, and Hypebeast.

Manager, Global Content

  • Led briefing and production for all channel marketing - wholesale, levi.com, and retail doors.

  • Partnered with Global Brand Environment to develop a globally distributed content toolkit for channel development and adoption.

Manager, Global Brand Marketing

  • Partnered with Global merchandising teams to Lead seasonal packaging and briefs and development – worked with outside vendors to source and develop in-store collateral.

  • Lead development of seasonal sales tools in partnership with Brand Creative and Global design teams – set seasonal look and feel.

Rika Studios

2 years

Global marketing & SALES

  • Led development of seasonal sales materials – press kit, look book and order system.

  • Led seasonal sell-in at Paris, Copenhagen and New York fashion weeks.

  • Managed regional sales agents from Norway and Italy – partnered to develop baseline strategy for new prospective clients.

  • Led marketing strategy for the development of RIka Magazine issues I & II.

  • Led US expansion into top boutiques including Opening Ceremony, Elizabeth Charles, and Otte NYC.

Nike INC.

3 years

 

STUDIO CONCIERGE

  • Liaised with Brand Marketing team to schedule and plan local marketing and sales events

  • Created a baseline protocol for high-profile clientele and brand ambassadors

  • Created new initiative, "corporate nights” – resulting in 15% increase monthly studio revenue early clients included Soul Cycle and Tory Burch

  • Participated in consumer research and product testing initiatives – sourced attendee’s and moderated sessions

EDUCATION AND COURSES

  • State University of Buffalo, Public Communications

  • Fashion Institute of Technology, Advertising and Marketing Communications

  • Introduction to Graphic Design, LinkedIn Learning

  • Fashion Institute of Technology, Sustainable Design Entrepreneurs in progress

SKILLS AND PROFICIENCIES

  • Social media, business communication, business strategy, P&L accountability, brand management, eCommerce content strategy

  • Canva, CapCut, WordPress, Substack, GA, Jira

  • Curious, agile, forward-thinking, adaptive, creative thinker and problem-solver, team leader