CREATIVE DRIVEN
CUSTOMER LED
DATA INSPIRED
I’m a brand builder and storyteller with roots in creative direction and a career spanning beauty, fashion, and editorial. With deep experience across luxury and masstige, including a decade at LVMH as part of Sephora's leadership team, I specialize in translating brand purpose into culture-shaping ideas and commercially resonant strategies. Trained in storytelling and grounded in commercial marketing, I help brands find their voice and their edge—turning vision into velocity. I partner with legacy and emerging brands to evolve their identity, sharpen positioning, and create culture-shaping work that resonates—in stores, on screens, and in hearts.
MARKETING SERVICES
Brand Strategy
and Identity
Uncover what makes your brand
distinctive and define how to express it.
Brand audit and landscape mappingStrategic positioning and brand architectureMessaging, voice, and tone developmentVisual identity systems and toolkit creation
Integrated Content
and Marketing
Create and execute full-funnel campaigns that connect with modern consumers.
Content strategy, creation and distribution
Omnichannel campaign development(digital,
social, experiential)Creative direction and copywriting
Influencer marketing and earned media strategy
Owned, earned, and paid channel integration
Growth Acceleration
and Optimization
Build measurable momentum across both platforms and partners.
KPI development and marketing performance tracking dashboards
CRM strategy, email and loyalty program development and optimization
Affiliate, partner & brand collaboration programs
PAST AND CURRENT BRAND PARTNERS
Benefit Cosmetics
Sephora
Fenty Beauty
BaubleBar
Bliss
Target
Gotham Advertising
Brooks Brothers
Too Faced Cosmetics
Cartier
BBDO
Lucky Magazine
Bare Necessities
Bloomingdale’s
EM Cosmetics
Coach
Beardwood + Co
Maybelline New York
Beautyblender
Saatchi + Saatchi
JLo Beauty
Ulta Beauty
Mark Cross
Clinique
Tarte Cosmetics
Laura Mercier
Marie Claire Magazine
Benefit Cosmetics Sephora Fenty Beauty BaubleBar Bliss Target Gotham Advertising Brooks Brothers Too Faced Cosmetics Cartier BBDO Lucky Magazine Bare Necessities Bloomingdale’s EM Cosmetics Coach Beardwood + Co Maybelline New York Beautyblender Saatchi + Saatchi JLo Beauty Ulta Beauty Mark Cross Clinique Tarte Cosmetics Laura Mercier Marie Claire Magazine
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 byBare Necessities grew 86% YoY
CASE STUDY
BENEFIT COSMETICS
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 a first-time achievement for the brand
SELECT PRESS COVERAGE
CASE STUDY
BEAUTYBLENDER
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.
Results:
YoY gains in international PR (+19%)
retailer support programs (+21.6%)
merchandising effectiveness (+30.2%)
sampling (+48.4%)
digital engagement up +133% on Instagram
+100% in TikTok video completion
+11% in Share of Voice
SELECT PRESS COVERAGE
SEPHORA
CASE STUDY
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.
