Maybelline New York

Benefit Cosmetics

Laura Mercier

Sephora

Coach

Too Faced Cosmetics

Fenty Beauty

BaubleBar

Clinique

Cartier

Tarte Cosmetics

Brooks Brothers

BBDO

Lucky Magazine

Bare Necessities

Bloomingdale’s

Ulta Beauty

Target

EM Cosmetics

Bliss

Beardwood + Co

Beautyblender

Saatchi + Saatchi

JLo Beauty

Gotham Advertising

Mark Cross

Marie Claire Magazine

Dagne Dover

Maybelline New York Benefit Cosmetics Laura Mercier Sephora Coach Too Faced Cosmetics Fenty Beauty BaubleBar Clinique Cartier Tarte Cosmetics Brooks Brothers BBDO Lucky Magazine Bare Necessities Bloomingdale’s Ulta Beauty Target EM Cosmetics Bliss Beardwood + Co Beautyblender Saatchi + Saatchi JLo Beauty Gotham Advertising Mark Cross Marie Claire Magazine Dagne Dover

PAST AND CURRENT BRAND PARTNERS

CASE STUDY

DAGNE DOVER

EVOLVING A CULT BRAND FOR ITS NEXT CHAPTER OF GROWTH

I joined Dagne Dover at an inflection point, partnering with the founders and leadership team to sharpen the brand’s growth strategy, strengthen the marketing organization, and evolve how the business connects product, brand, creative, and commerce.

My role quickly expanded beyond traditional marketing leadership. I helped establish the strategic and operating priorities across the business, influencing product and franchise strategy, DTC and wholesale, brand positioning, creative, media, CRM, social, influencer, PR, partnerships, and the overall go-to-market calendar.

A central focus has been shifting the organization from product-by-product marketing toward a more scalable franchise model. We established distinct positioning and storytelling platforms for key product franchises, including the relaunch of 365 Neo and introduction of SuperSoft, while creating a stronger overarching Dagne Dover brand story rooted in versatility, thoughtful design, and bags made for real life.

At the same time, I have worked across the organization to strengthen the commercial engine, bringing greater discipline to integrated planning, performance marketing, customer acquisition, retention, promotional strategy, wholesale opportunities, partnerships, and the relationship between brand investment and revenue.

SELECT IMPACT

• Reframed the portfolio around a franchise-led strategy, connecting product, positioning, storytelling, and commercial opportunity.

• Led integrated go-to-market strategy across DTC, wholesale, paid media, CRM, social, influencer, PR, and partnerships.

• Influenced product and growth strategy, identifying opportunities across assortment, distribution, collaborations, and new channels.

• Reshaped the marketing organization and operating cadence, strengthening accountability, cross-functional planning, and execution.

• Balanced brand building with commercial performance, bringing greater rigor to customer acquisition, retention, marketing investment, and revenue growth.

BRAND. PRODUCT. COMMERCE. ORGANIZATION.

The work represents a broader model of modern brand leadership, connecting what the company makes, how it goes to market, how the organization operates, and where future growth can come from.

CASE STUDY

BARE NECESSITIES

Bare Necessities, the largest online-only intimates retailer, was at a crossroads, needing to retain its core audience while attracting a new generation. I led a full brand reinvention, redefining positioning, identity, and digital strategy. A dramatic shift was made from a performance-only model to a full-funnel marketing approach, balancing brand building with measurable performance. I built a brand marketing department to lead storytelling across channels, launched a modern influencer strategy to drive relevance and reach, brought on a new PR agency to amplify earned media and press momentum, and led a full website redesign to modernize the customer experience. We integrated earned, owned, and paid media, launched a new affiliate program, and overhauled CRM and loyalty.

RESULTS

+8% YoY sales growth
14% margin improvement
+22% social followers
+27% engagement
BARE by Bare Necessities
grew 86% YoY

Online lingerie store homepage displaying various bras and panties, with a banner of two women by a pool promoting intimate apparel called 'Bare Intimates'.

Close-up of a white package labeled "Bare" with smaller text "Bare Necessities," on a white textured surface.

Open magazine showing a page with the text 'Find support, in more ways than one' and a colorful close-up of a person's skin and underwear.

Screenshot of the Bare Necessities website displayed on a tablet and a smartphone, featuring a model's midsection in beige activewear with the overlay text 'We All Fit' and promotional banners for free shipping and fit finder quiz.

Mobile app screens displaying clothing and swimwear shopping pages with diverse models, product details, and purchasing options.

Two women lying down together, smiling and looking at the camera, with the overlay text "Live Intimately."

SELECT PRESS COVERAGE

Various bras in different colors and styles laid out on a wooden surface.

A woman with blonde hair, wearing a black top, is smiling while holding a clothing rack with red and black bras. She is standing in front of a window.

A woman modeling red lace lingerie with thin straps and floral embroidery on a white background.

Two women in bikinis lying in a swimming pool, holding hands, with their bodies partially submerged in the water.

Five women standing side by side wearing black sports bras, smiling and posing against a light blue background.

BENEFIT COSMETICS

CASE STUDY

Promotional graphic for Brow Search at Arch Academy with two group photos of diverse women and text reading, 'Who's Brows Are Worth $50,000?'

Holiday event scene with a retro-style booth labeled "Brow Refill Station" decorated with colorful trees and greenery, a lit sign saying "Hello, gorgeous", and a marquee board welcoming to the holiday glampsite with #friendswithbenef. Pink, purple, and green lighting adds festive ambiance.

As Head of Marketing for North America, the brand’s largest and most profitable region, I led the development of cohesive omnichannel strategies that connected owned, earned, and paid media across content, influencer, retail, and eCommerce. I oversaw fully integrated product launches that spanned digital, in-store, and social, and we built a 900+ member micro-influencer ambassador network to scale authentic reach. I also drove digital innovation through first-to-market partnerships with Meta and emerging platforms like gaming.

RESULTS
+8pt market share gain
+10% YoY brand awareness
+64% eCommerce growth
#1 Total Makeup Circana Rank 2020 (a brand first)

Scenes at the Roller Liner Diner, a pink-themed donut shop with customers seated inside.

SELECT PRESS COVERAGE

Benefit cosmetics advertisement featuring a pink lipstick and a mascara tube against a glittery background on the left, and a pink background with white and orange bold text stating, "We are the ones that we've been waiting for" on the right, with Logos of Benefit and Planned Parenthood at the bottom.

adweek Magazine article titled 'Benefit's New Campaign Is All About 'Raising a Brow' to Being Bold. Press features four women with diverse appearances, each with pink backgrounds and motivational messages written in pink and white lettering.

Benefit Cosmetics launch of a Twitch channel featuring a pixel art graphic with a pink background, a purple pixelated plus sign on the left, a yellow lightning bolt on the right, and text that reads "Game Face" with a subtitle "Get your game face on with Benefit."

Photo of Benefit Cosmetics makeup palette and packaging, including a cheek stars box and a face mask. The background is pink, and text overlay mentions marketing shift to macro-influencers.

CASE STUDY

As Fractional Chief Marketing Officer, I led a full strategic reset across marketing, reallocating spend to higher-performing, brand-building channels while navigating a challenging revenue environment. I unified DTC, Amazon, and retail under a cohesive integrated strategy and built scalable influencer, PR, and social content engines to accelerate brand relevance.

We optimized Beautyblender’s Amazon storefront by bridging social storytelling with education-led moments. This approach amplified performance across platforms, driving holistic growth and ensuring brand cohesiveness throughout the entire consumer journey, especially on Amazon.

To support execution, I restructured the internal team, replacing under-leveraged roles with fractional specialists to improve agility and reduce overhead. I also conducted a full PR agency review to strengthen media impact and accountability.

Two large pink makeup sponges with textured surfaces on a white surface against a pink background.

BEAUTYBLENDER

RESULTS
+19% YoY growth in international PR
+48.4% lift in sampling program impact
+133% increase in Instagram engagement
+100% increase TikTok video completion rate
+11% growth in Share of Voice
+21.6% increase retailer support program effectiveness

Set of three colorful Beauty Blender products with packaging against a pink background, including foam pop, classic, and bounce haus options.

A pink makeup sponge resting in a metallic wire egg cup on a wooden surface, with a bottle, a dish with buttons, and a hairbrush in the background.

Pink background with a teardrop-shaped beauty sponge labeled 'beautyblender' resting in a circular indentation. Text on the image says 'HUFFPOST' at the top and 'The BeautyBlender Power Pocket Puff Makes Skin Look Flawless' at the bottom.

SELECT PRESS COVERAGE

Cover of Allure magazine featuring a close-up of a woman's eye and nose, with a pink egg-shaped makeup sponge in the center, and text about a makeup tool.

rea ann silva beautyblender founder with dark hair and makeup, holding a pink beauty blender sponge, smiling, with a decorated umbrella in the background, surrounded by pink and green makeup sponges and textured blue background.

A pink beautyblender sponge surrounded by purple, cracked eggshells with black cracks on a beige background.

SEPHORA

CASE STUDY

Close-up of a woman with blonde hair holding a mirror with the words 'Best of Sephora' on it, looking at her face, showing three swatches of makeup lipstick or blush in orange, red, and pink applied on her cheek.

Close-up of a woman with styled makeup holding a circular mirror with the text "SEPHORA" on it, reflecting her eye and part of her face.

As Sephora North America’s first Head of Creative Marketing, I played a foundational role in shaping the brand’s identity during its most explosive period of growth - from $120M to over $2B. I built and scaled an  in-house creative team from the ground up, transforming how Sephora delivered brand storytelling at scale.

By establishing Sephora’s omnichannel brand voice, I helped unify the customer experience across retail, eCommerce, social, and content, long before “360° marketing” became industry standard.

Acting as both creative lead and agency of record, I led the development of breakthrough campaigns for Sephora Collection, redefining the private label as a cultural and commercial force. I also played a key role in launching early exclusive brands that set the stage for what would become Kendo, building the visual and verbal foundations that helped these brands gain traction and lasting relevance. This work helped solidify Sephora’s leadership in beauty retail and laid the groundwork for its reputation as a global brand incubator.

RESULTS

$120M to $2B+: Led creative that fueled 10x growth through
brand-building and digital innovation.

Delivered 100+ industry leading campaigns annually
across retail, digital, packaging, and direct mail.

Creative leadership helped grow Beauty Insider to 10M+ members in 5 years, making it one of retail’s most successful loyalty programs.

Close-up of a woman with vibrant makeup and long black hair, with makeup products including eyeliner, eyeshadow, and a black eyeshadow palette from Sephora, promotional background for fall makeup featuring metallic lids.

A woman with red lips and blue eyeliner is featured in a Sephora makeup advertisement. The image shows various red lipsticks and lip glosses. The text reads 'The face of fashion fall's statement piece: Fiery lips' and 'Transforming beauty SEPHORA' with a QR code in the top right corner.

The entrance to a Sephora store with large advertisements for Dior makeup featuring a model with wavy brown hair, and mannequins dressed in fashionable clothing and accessories displayed outside.

Laptop screen displaying a multimedia presentation with four video thumbnails and text 'Sephora Trend Report'.

A book titled 'SEPHORA' by Melissa Schweiger with a cover photo of a woman with red hair applying makeup with various makeup products. The book is stacked on top of two other copies of the same book.

Urban street scene with digital advertisements, billboards for Sephora, and graffiti art on a building wall.

SELECT PRESS COVERAGE

An article titled "Check It Out" by Kelly Atherton, published on June 6, 2009, featuring a cover image of a woman with red hair applying makeup, holding a lipstick.

Close-up of a model wearing an orange dress with decorative red floral sequins, standing next to another person in a pastel-colored, floral and pleated dress, with a white handwritten 'r' symbol circled on the image.

Seventeen magazine article about Tokidoki makeup collection at Sephora, featuring photos of two models with colorful makeup and Tokidoki characters.

Extract of a magazine page featuring news and trends, with sections on fashion, beauty, and accessories. A black and white Monopoly game box with Sephora branding is partially visible on the right side of the page.

TOO FACED COSMETICS

CASE STUDY

Collection of Peach-scented skincare and makeup products on pink satin fabric, including creams, sprays, blush, and compact powder with peach and black leaf branding.

In 2021, I was engaged by the Estée Lauder Companies digital team to reimagine TooFaced.com beyond e-commerce—evolving it into a destination for storytelling, discovery, and community. Together with Code and Theory, I led the early strategy and concept development, shaping how Too Faced’s brand story, shopping experience, and community could come together online.

We established a clear north star: to build a dynamic brand ecosystem where editorial storytelling, product education, and personalized experiences drive deeper connection and repeat engagement. The vision balanced Too Faced’s playful, expressive DNA with data-driven UX and modular design principles.

The resulting blueprint laid a foundation for future innovation across TooFaced.com, later reflected in features such as interactive tutorials, virtual try-on, and creator-driven loyalty experiences.

STRATEGIC FOUNDATION

Rebuilt site architecture integrating content and for seamless discovery.

Introduced an editorial framework connecting beauty to culture, fashion, and wellness.

Concepted interactive, shoppable content formats like “Get the Look,” tutorials,
and product stories.

Proposed two signature features — the Virtual Makeup Shelf (personalized product dashboard)
and Intake Concierge (guided recommendation quiz).

Designed an evolved loyalty model rewarding purchase, content creation,
and participation.

CASE STUDY

SUGARFIX by BAUBLEBAR

Recognizing an opportunity to grow beyond its digital fanbase, BaubleBar partnered with Target to reach a wider audience seeking style and value. Working in collaboration with an external agency, I shaped the brand strategy and creative direction that transformed this opportunity into Sugarfix by BaubleBar, a playful, fast-fashion line for the modern style seeker. The result was a brand that translated BaubleBar’s fashion authority into an accessible, high-velocity retail experience, becoming a national success in diffusion branding.

RESULTS

Expanded BaubleBar’s reach into mass retail,
unlocking new volume and awareness

Achieved nationwide rollout and strong category
performance at launch

Established a distinct identity that complemented
and elevated Baublebar

Assorted jewelry including a black choker with floral rhinestones, a gold chain necklace with pink and white flowers, a gold bracelet with multicolored tassel charms, and gold earrings with turquoise stones and pink tassels, displayed on pink and white packaging from Sugarfix by Baublebar.

Display shelf with jewelry and promotional signs for Sugarfix by BaubleBar, featuring earrings and necklaces with tags, and signs reading 'Let it pop,' 'Mix & Match,' and 'Pile it on,' with jewelry decorative arrangements.

Jewelry kiosk labeled 'SUGARFIX by Baublebar' in a department store, featuring necklaces and earrings display, with advertisements and promotional signs in the background.

A woman with dark hair in an updo wearing a colorful earring is blowing a bubble with bubblegum against a pink background.

SELECT PRESS COVERAGE

Colorful jewelry with beaded earrings, rings, necklaces, and bracelets arranged in a circle on a pink background.

A pair of black, gold, and ivory hoop earrings with dangling black and ivory beads and a yellow stud earring above.

Fashion article featuring jewelry, with a photo of two necklaces and matching earrings on a pink and light gray background.

CASE STUDY

TAMMY FENDER SKINCARE

An elderly woman with long hair is writing in a notebook at a wooden table. The table is decorated with flowers and green plants. A small wooden crate with greenery and a heart symbol is in the background.

I partnered closely with founder Tammy Fender to rearticulate the brand’s origin and philosophy, leading a full brand and creative system refresh that modernized its presence in the evolving “clean beauty” landscape. Rooted in Tammy’s Pure Living Energy® ethos, the work refined the brand’s visual and verbal identity, clarifying purpose and values, unifying tone and photographic style, and creating adaptable guidelines across product, spa, and digital. The result re-anchored the brand in its founding principles of purity, craftsmanship, and consciousness while establishing a cohesive framework for future growth and renewed relevance.

Various herbs, spices, and fruits including green leaves, orange slices, and dried roots on a white surface.

Two jars of Tammy Fender skincare products, one labeled 'Purifying Luculent Mask' and the other 'Restorative Radiance Mask,' placed on a light-colored surface with pink and purple flowers around them.

Two amber bottles of Tammy Tender Holistic Skin Care Lavender Body Lotion and Bulgarian Lavender Body Oil with pump dispensers, place on a white towel outdoors among green plants with purple flowers.

RESULTS

Elevated perception with retailers and press through cohesive luxury identity.

Increased brand clarity and creative consistency across all consumer touchpoints.

Renewed relevance among discerning wellness consumers seeking authenticity over trend.