Project: Nutriplenish Launch
VP, Global Content, Strategy & Execution

💡 My Role

Led global content and creative strategy for Aveda across five regions, overseeing omnichannel campaign development and execution for the brand’s first franchise launch in 5+ years.

🎯 What I Did

Developed creative and execution strategy for Nutriplenish™, focusing on hydration, inclusivity, and audience-specific messaging.

Created a content ecosystem across paid, owned, earned, and influencer channels—including UGC, lo-fi, and branded content.

Built localized campaign toolkits and messaging by hair type, region, and media channel.

Directed partnerships with influencers, salons, and R&D teams to drive credibility and engagement.

📈 Results

Nutriplenish™

+82% website click rate

+271% average engagement rate

+15% increase in multi-cultural audience engagement

Best-selling, multi-hair-type hydration franchise in Aveda’s portfolio

Role: VP, Advertising Strategy & Design
Project Highlights: Superbowl Campaigns, Digital Transformation, Brand Relaunch

💡 My Role

As VP of Advertising Strategy & Design, I led Best Buy’s in-house creative team of 75 and managed a $25M+ budget during a pivotal brand transformation. My mandate: evolve the brand from legacy retail to digital-first leader in customer service and tech expertise.

🎯 What I Did

Developed and launched a multi-channel brand platform: “Expert Service. Unbeatable Price.”, in partnership with the CEO.

Oversaw creative strategy and execution for 3 national Superbowl campaigns.

Spearheaded the Best Buy wedding registry and mobile platform relaunch.

Launched and scaled Best Buy’s first comprehensive social media strategy, including platform frameworks and brand content filters.

Inspired cultural and creative transformation across the Channel Design team by fostering innovation and out-of-the-box thinking.

📈 Results

✔ Brand campaign outperformed target KPIs by 15%
✔ Boosted customer shopping intent by 12% post-campaign
✔ Raised social media engagement and CTR by 200%
✔ Successfully repositioned the brand in a competitive post-recession market

Role: VP, Marketing
Project Highlights: First Integrated Campaign, Social & Influencer Strategy, PR Relaunch

💡 My Role

As VP of Marketing, I led the transformation of maurices’ marketing function—unifying siloed teams and evolving the brand’s voice into one that resonated with real women in real communities across the country.

🎯 What I Did

Launched maurices’ first fully integrated campaign across TV, digital, paid media, social, and in-store.

Rebuilt the brand’s social and PR strategy, using community insights to inspire authentic storytelling.

Introduced a scalable influencer program and store-level content playbook to activate loyal customers as brand ambassadors.

Realigned analytics, media, and creative under one agile team to improve ROI.

Created a platform for locally-driven content that empowered individual stores while maintaining brand consistency.

📈 Results

✔ 7% increase in new customer acquisition
✔ 3% increase in in-store traffic
✔ 140% increase in social impressions
✔ 280% growth in PR reach through targeted events and influencer activations

💡 My Role

As agency lead for Target’s brand and creative strategy, I played a pivotal role in reshaping public perception of Target—from value-focused big box retailer to a fashion-forward, design-led brand through one of retail’s most successful high/low strategies.

🎯 What I Did

Led the creative development and marketing strategy for Target’s iconic high/low designer collaborations, including Proenza Schouler and Missoni.

Developed and launched Target’s first integrated fashion platform, combining a blog, in-house style editor, and dedicated social presence.

Crafted messaging that celebrated design, accessibility, and cultural relevance—blending luxury aesthetics with mass appeal.

Managed large-scale campaign execution across print, digital, in-store, and media channels.

Collaborated closely with in-house stakeholders and designers to maintain brand integrity and elevate credibility.

📈 Results

✔ $245M in sales attributed to designer collab campaigns
✔ Over 2M earned media impressions
✔ 10% increase in traffic to Target’s style blog
✔ Solidified Target’s reputation as a style destination and blueprint for retail designer partnerships