As a creative leader with a strong background in strategy, I have successfully led omnichannel and digital creative teams in developing and executing brand/category launches and redesigns, compelling storytelling, and promotions. I prioritize supporting and inspiring my team to deliver content that aligns with our overall strategy and branding objectives.
Read about my featured projects below.
Storytelling: Style Emails
Opportunity: Customer insights indicated trend-forward and influencer-selected products increase the likelihood of a purchase. The opportunity was to add more influencer and trend-forward content outside of the social platforms to these customers, thus strengthening Kohl’s style perception.
Solution: Working with cross-functional partners, I led the Design and Copy teams to create a weekly, socially-driven trend, segmented emails.
Outcome: The project's outcome was highly effective, as the email campaign delivered relevant and inspiring content to customers, leading to the inclusion of a broader customer base and a wider range of product categories. Throughout the project, I was able to strengthen my cross-functional partnerships, incorporate more social content, and implement process improvements, enhancing my overall skillset.
Skills used: Leadership, creative direction, problem-solving, decision-making, collaboration, data analysis, trend awareness, communication, project management, adaptability, continuous improvement
Promotion: Buy One, Get One for $1 Event
Opportunity: Kohl's aimed to drive sales and promote their Buy One, Get One for $1 offer by visually showcasing how various categories could be mixed and matched.
Solution: Our creative team developed motion design concepts that showcased qualifying categories for the Buy One, Get One for $1 offer and used BOGO $1 to reinforce the promotion. I was responsible for leading the team and presenting the concept to stakeholders and leadership.
Outcome: The project's outcome was highly successful, as the promotion effectively communicated the Buy One, Get One for $1 offer across all channels. The dynamic motion design played a crucial role in helping customers understand the mix-and-match possibilities. The swift completion of the project enabled me to demonstrate my ability to give the team direction efficiently. This experience also allowed me to enhance my executive presence.
Skills used: Leadership, creative direction, problem-solving, decision-making, communication, collaboration, project management, adaptability, presentation skills, executive presence
Category Launch: Adaptive Apparel for Kids
Opportunity: Kohl's set out to address the needs of children with disabilities and their families by introducing adaptive apparel for kids in 2019.
Solution: As a part of the team, I provided support and guidance to the art director and copywriter to develop creative concepts and toolkit for the adaptive apparel line marketing and digital experience. I ensured that the final concepts aligned with the overall vision and goals and were presented to stakeholders and senior leadership.
Outcome: The project's outcome was highly favorable, as the launch of adaptive apparel for kids garnered positive responses from both customers and the media. The creative concepts successfully embodied the initiative's objectives, emphasizing self-expression, ease, and comfort. Through this project, I gained valuable insights into the integral role our Product Development team plays in developing the product and testing with customers.
Skills used: Leadership, creative direction, decision making, communication, collaboration, presentation skills, empathy, adaptability, cross-functional understanding