RESULTS:

BRAND: Re-defined the brand DNA & established an elevated aesthetic to address a range of consumer end-uses: wear to work, going out, casual. Aligned leadership and cross functional teams to identify and clarify the consumer demographic, including legacy and acquisition targets.

BRAND MARKETING: Led concept-to-consumer creative assets across all channels and consumer engagement touchpoints. Developed the brand’s 360 marketing strategy, including: product & marketing cadence, pricing & promotional strategy, creative marketing & asset creation, brand collaborations, and talent/influencer curations & activations, resulting in a seamless brand experience.

PRODUCT: Overhauled the product assortment to deliver focused, brand elevating, and monthly trend-relevant collections. Ensured all imagery and digital assets across all platforms were consistent with the brand vision, while supporting product narrative.

Made key strategic product assortment shifts to ensure a strong seasonal brand POV: re-invented key categories, established denim & suiting destinations, and focused on relevant & seasonal categories, i.e. dresses, outerwear, sweaters, shorts.

NEW BUSINESS: Developed and launched four new product categories/, supported by 360 marketing activations: sculpt’d, R.S.V.P., LUXE LOUNGE, and ESSENTIALS to expand brand reach and create new revenue streams.