Concepted and wrote brand tagline (styled for your life, served with heart) amidst ambiguity and evolution, helping create EVEREVE’s place in the market as a styling authority defined by whole-hearted service. Then, executed rebrand in 2019 to be “a fashion and styling company that delivers joy one outfit at a time,” including writing new brand book, founding story, in-store signage, influencer guidelines, packaging stickers, gift cards and more.
Concepted editorial themes + stories and wrote weekly email blasts (lifestyle, new arrivals, sales, store events, brand collaborations). 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 core 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). Wrote on-brand product descriptions for Aveda.com and Landsend.com.
Crafted editorial and product content for Lands’ End Men’s and Home.
Editorial strategy + execution for EVEREVE summer 2019 catalog + spring 2019 catalog (the first catalog the brand ever produced). Also wrote the opener for the fall 2019 catalog, which set up the editorial theme for the entire EVEREVE fall season, in just a couple of hours after a last-minute executive change and vendor error.
Led the editorial strategy and execution of the EVEREVE blog, including creating the editorial calendar, writing/producing posts, photo/design direction and planning the weekly social media/Instagram story promotion.
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 and executed EVEREVE stylist recruiting campaign (landing page, banners, email blast, social + digital ads) amidst ambiguous/undefined marketing direction.
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.