Let's start from the beginning.
I was initially a dance major who went on scholarship to a private women's college. While most first-year students were taking math or likely irrelevant classes, I was taking ballet or learning how to perfect my tap dance because that was totally relevant. By the end of the first semester, I decided I probably wasn't going to pursue a professional life of dancing, so I did what any respectable 18-year-old would do and asked jeeves.
I quickly decided marketing was going to be the next best choice.
Being the overachiever I am, I expedited my graduate trajectory and completed my bachelor's degree in business marketing in just 2 years. Well, 3 collectively.
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The point? Once I made a decision, I hustled to make it happen.
Fast forward to a bunch of years later, my ambition is my ammunition.
I spent the last 5 years driving the creative and content strategy for the world's leading online retailer for luggage and travel gear. Specifically, focusing on brand development and marketing strategy for the private label direct-to-consumer brand. My strategies helped the brand achieve profitable revenue growth year-over-year and drove it to become the #1 selling brand in the company by millions and millions of dollars—resulting in a brand value of $50M which made up 40% of total company sales.
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​Climbing to the top
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In Q1 2020, I finished a rebranding project for the private label brand, with the main objectives being to better differentiate the private label from the marketplace, develop an overall vision, elevate its positioning and establish standards to create consistency across channels.
I then translated the new brand strategy, built the messaging framework, evolved the product naming and reimagined the creative.
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Part of the new brand vision was to move away from the marketplace strategy and focus solely on the brand experience. Given that, I completed an ecommerce replatforming project this summer. I oversaw the front-end migration ensuring the UX was cohesive and the look/tone/feel aligned with the vision. The goal was to optimize everything from performance to customer experience while improving the brand's positioning.
Everyday I’m hustlin’
On top of these projects, I also founded my own influencer marketing and social media agency in 2018. This was an extension of my passion to help connect brands with targeted content creators to amplify their messages, create memorable experiences, spread awareness and grow asset libraries full of authentic UGC.
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All of that said, I love what I do and I do what I love.
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It's become my passion to create more meaningful brand experiences and better connect brands to its audiences. I've found that dancing and marketing are one and the same in that regard. In dance, you have to captivate your audience—without words—and if done well, you create an emotionally-charged moment that causes your audience to feel something.
For me, that is what smart marketing and branding can do.
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If you're in the market for a brand refresh, a creative overhaul, effective storytelling or marketing strategies to drive real results for your business—let's talk.
Okay, history lesson is over.
I'm a sushi-obsessed, jacket-hoarding, mountain-loving gal constantly chasing my next great adventure. Whether that's backpacking 30 miles in the woods, bungee jumping 500 feet or binge-watching the next great series—you can count me in.
Unrelated but mildly interesting, I'm also into baking common things with alternative ingredients and seeing if anyone notices.