vice president, marketing & creative

As the Vice President of Brand Marketing, I concentrate on developing a growth strategy that extends beyond traditional paid channels. This encompasses brand partnerships, establishing and expanding our affiliate and creator divisions, and content creation. Collaborating with the co-founder, I have played a pivotal role in defining our visual identity and evolving our branding to resonate with the modern millineial woman.

perfectwhitetee

current

BRAND DIRECTOR, Marketing & Creative

Following significant growth during the pandemic, the brand needed to establish itself beyond its wholesale business and pivot towards direct-to-consumer strategies. My primary objective was developing a PR strategy highlighting the founder's journey to success and crafting messaging to support omnichannel growth while maintaining loyalty among the brand's dedicated fans. Additionally, I played a key role in defining the brand's visual identity, affiliate, and content strategies.

PISTOLA DENIM

1 year, contractor

BRAND STRATEGY

I acted as a creative and marketing thought partner alongside brand founders in the beauty and apparel space. Helping to craft long-term growth strategies through brand collaborations, activations, GTM planning, and influencer and social partnerships. Clients included Dorsey, Levis, and Eadem.

FREELANCE

6 months

BRAND DIRECTOR

Joining early in the pre-launch development phase, I played a pivotal role in curating the brands tease and launch strategy. This initiative enabled us to test the visual identity, gain insights into our consumer base, and identify gaps in our marketing approach. Post-launch, I lead all brand channels, including PR, partnerships, and influencer and affiliate marketing. The result of many people’s hard work helped to exceed expectations, achieving a remarkable 900% growth in its first year of operation.

MERIT BEAUTY

1 year 5 months

Levi Strauss &Co.

8 years

Co-Founder, &Co Ventures

Nominated by the LS&Co brand CMO to lead PR & Marketing for the new Ventures arm. The goal of our team was to define a strategy and innovation process that would enable LS&Co. to launch niche DTC brands, which would compete with the likes of Everlane, Outdoor Voices, and Rothy’s– each adding $100M in revenue to the LS&Co portfolio; the work we did lead to the 2020 acquisition of Beyond Yoga. During our run, our team successfully conceived and tested ten new brands within, but not limited to, swimwear, home goods, and athletic wear and undergarments.

Sr. Manager, Global e-Commerce and Content Strategy

Transitioning to the eCommerce team was one of the most pivotal and advantageous decisions of my career. Over the course of five years, I gained invaluable exposure to a completely different aspect of business operations. I developed the ability to communicate effectively with engineers and realized that, in this context, the term "product" extends beyond apparel. I spearheaded a global site redesign, and perhaps my proudest achievement was launching the first-ever content hub for the brand, the Off The Cuff Blog.

Manager, Global Content

I joined Levi’s in 2012 during a significant period of its transformation and was quickly immersed in the realm of global advertising. As a newcomer, my responsibilities initially included logistical tasks such as ensuring coffees were filled, flights were arranged, and shot lists were prepared. However, this role provided me with the opportunity to engage in briefing and producing a global television commercial, as well as developing a Global toolkit. Through this experience, I gained a profound understanding of the importance of crafting a brand narrative that resonates with a specific consumer base and the necessity of maintaining a clear strategic vision.

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