As the head of Brand Marketing and Creative for Baublebar, working directly with the company's
co-founders, I was tasked with repositioning the visual identity of this fast-fashion jewelry brand with a focus on digital marketing, social media and e-commerce.
Pioneered SEPHORA's digital footprint as one of the first in the retail industry to utilize digital content to push beyond traditional limits and challenge the way people interact with brands.
Concepted, defined, developed and led SEPHORA's brand identity and expression from its infancy in North America, by building and maintaining a total experiential look, feel and voice for every interaction across all channels.
Collaborated with Francois Nars on omni-channel creative execution for partner activation of fashion beauty collection and supporting marketing efforts.
Charged with developing creative marketing strategies for product launches that extended beyond the brand's singular print and tv campaigns into digital, social, and experiential content and communication.
Work with consumer engagement team to create fresh, compelling and relevant omni-channel content for the fifty year old skincare and color brand.
Developed a creative brand expression for the launch of Kat Von D Cosmetics that encapsulated the brand DNA of this reality star tattoo artist as translated into its eponymous beauty brand.
Worked in tandem with the Beardwood + Co agency to define and develop the brand identity for a new line of jewelry developed by Baublebar exclusively for Target.
Developed overall brand identity: look, voice, and vibe for this iconic brand's development of an elevated beauty product line that was in line with the Hello Kitty brand DNA.
Photographer: Ruven Afanador
Developed creative marketing strategies for digital, social and experiential content and communication for the launch of Love fragrance.
Partnering with the Lipman Agency, provided creative direction and omni-channel marketing strategies for seasonal campaigns with a strong emphasis on consistent story-telling across all channels with experiential, social and digital immersion.
Photographer: Terry Richardson
Models: Hillary Rhoda, Karolina Kurkova
Worked collaboratively with brand founders to develop brand identity, packaging and overall marketing and creative strategies.