Concepted and wrote descriptive brand tagline amidst ambiguity and evolution, helping create EVEREVE’s place in the market as the styling authority for moms, defined by whole-hearted service.
Concepted editorial theme (to both guide and align with brand editorial stories) and wrote weekly email blasts. I evolved the New Arrivals blast from a disparate collection of products into a newsletter with a cohesive theme and intimate storytelling that connected with the audience on a peer level and drove both sales and brand loyalty.
Strategized content, user experience and executed creative copy to align with broader editorial stories and drive engagement. | Helped drive a 300% increase in Instagram followers from May 2017 to February 2019.
Concepted and wrote EVEREVE.com home page marketing messages to align with email blasts and broader editorial stories (and set the tone for digital presence).
Led the editorial strategy and execution of the EVEREVE blog, including writing/producing posts and creative direction of art/design/photography.
Led the multichannel concepting, planning and execution of the EVEREVE denim campaign + Annual Denim Sale, which drove a 127% sales increase to LY (paid + owned social posts, Facebook LIVE, Instagram Stories; blog post; lifestyle + sale email blasts; home page banners; denim landing page; in-store windows).
Concepted the creative vision and marketing message for all EVEREVE seasonal campaigns and led campaign execution across all channels.
Concepted and executed the editorial production of the AVEDA A/W 17 Hair Color & Makeup collection, including collection, shade and look naming, all marketing collateral and the book pictured above that included a letter from Creative Director Antoinette Beenders, artist quotes, copy explaining the creative vision of the collection and an article on AVEDA’s partnership with the National Audubon Society.