MY WORK

One of my most rewarding and impactful chapters was at Sephora, where I served as the brand’s first Head of Creative Marketing in North America. During its explosive growth from $120M to more than $2B, I helped shape Sephora’s identity and voice—pioneering its early digital presence, building content platforms that defined how prestige beauty showed up online, and leading storytelling for Sephora Collection and exclusive brand launches that laid the foundation for Kendo.

That foundation set the stage for my work at Benefit Cosmetics, where I led marketing for North America, the brand’s largest and most profitable region. Partnering with Sephora and Ulta, I guided omnichannel product launches and built a 900+ micro-influencer community that generated $73M in earned media value in under a year. It was proof of how community-driven marketing could amplify reach and relevance at scale.

I was later asked to reimagine Bare Necessities, the largest online retailer of intimates and activewear in the U.S. Leading a complete rebrand and digital transformation of a $200M+ business, I reset the brand’s identity, modernized its e-commerce experience, and positioned it to compete more effectively in a crowded category.

More recently with Beautyblender, I helped evolve the company from a performance-heavy strategy into a balanced brand-and-demand engine. By redirecting investments to high-impact channels, reigniting PR and influencer programs, and building social strategies that delivered triple-digit engagement growth, we strengthened cultural relevance while driving measurable lifts in retailer support and merchandising effectiveness.

Alongside these leadership roles, I have consulted since 2013, partnering with a wide range of brands across beauty, fashion, and consumer goods. Highlights include work with Tarte Cosmetics, Too Faced, Maybelline, and Clinique (Estée Lauder), where I advised on brand storytelling, go-to-market strategies, and digital marketing foundations.

My work has also extended into fashion and retail with brands like Loft, Baublebar, Brooks Brothers, and Coach, as well as through early experience in editorial at Lucky and Marie Claire—a background that continues to shape how I interpret culture and visual storytelling. In addition, time spent inside top agencies like BBDO and Saatchi & Saatchi gave me a grounding in world-class creative and the ability to translate big ideas into effective, commercially-driven campaigns.

Today, as a fractional CMO and advisor, I partner with founders and boards to reset strategy, unify channels, and design lean, effective marketing organizations. My focus has always been blending creativity with commercial rigor—ensuring brand stories resonate in culture while driving growth, margin, and enterprise value.

My work has been featured in WWD, Glossy, and Business of Fashion, highlighting campaigns and brand transformations that blend creativity with measurable business impact.