DOUBLED COMPANY REVENUE, ESTABLISHED FASHION NOVA AS THE WORLD'S MOST-SEARCHED FASHION BRAND.
CREATED NEW GROWTH ENGINES THROUGH CATEGORY EXPANSION, BRAND INNOVATION, AND COMMERCIAL EXECUTION. RESTRUCTURED, STREAMLINED, AND SCALED THE ORGANIZATIONAL & OPERATING BUSINESS MODELS.
THE CHALLENGE
Chief Brand Officer & Creative Director 2018 - 2019
As the company's first Chief Brand Officer, I was tasked with sustaining hyper-growth while introducing greater structure, accountability, and commercial discipline.
The business needed to diversify beyond its core offering, create new revenue streams, and strengthen execution across key commercial functions.
Success required preserving speed and entrepreneurial culture while evolving into a more mature, scalable organization.
WHAT I LED
Directed enterprise brand, merchandising, product development, planning, creative marketing, and commercialization.
Built an integrated commercial engine connecting product, brand, marketing, and go-to-market execution.
Conceived and launched NovaMEN, NovaSport, and NovaKids while developing the 360° strategy and commercialization roadmap for NovaBEAUTY.
Led strategic partnerships with Cardi B, Maluma, Blueface, and other
high-profile creators to amplify brand awareness and cultural relevanceRedesigned organizational structure, planning processes, and cross-functional operating models to support scalable growth.
RESULTS
Doubled company revenue and improved EBITDA performance.
Established Fashion Nova as the #1 most-searched fashion brand globally.
Launched multiple NEW businesses that became major incremental revenue contributors.
Expanded into men's, kids, beauty, and active categories; grew accessories and curve category penetration through strategic assortment expansion, unlocking new growth opportunities.
Jumpstarted the women’s business through the introduction of “wearing occasion” as an assortment filter; 360 overhauled of the denim assortment product assortent and online consumer experience
Strengthened category leadership through industry-defining partnerships and cultural marketing.
Re-structured & streamlined the organizational and operating business model. Architected and executed all buying/planning/ merchandising infrastructure, while implementing cross functional disciplines and accountabilities across the organization.
Introduced a comprehensive & strategic brand marketing calendar to ensure integration across product & marketing strategies.
Overhauled vendor/source base strategy, including rationalizing vendor base, while identifying new, direct vendors.
ARCHITECTED MULTI-PRONG GROWTH STRATEGY TO ACCELERATE GROWTH:
RE-INVENTION OF WOMEN’S BUSINESS: developed denim destination, introduced the “work’ wearing occasion, new categories, introduced seasonals
LAUNCH MEN’S, ACTIVE, AND BEAUTY CATEGORY DEVELOPMENT
CATEGORY EXPANSION; accessories, CURVE assortment
ELEVATED UX JOURNEY: product hierarchy, imagery, integrated creator imagery into pdp, and broaden consumer assets to target broader consumer target, created weekly “fashion Must Haves” section
MEN'S LAUNCH
DEVELOPED TWO CARDI B COLLABORATIONS
FASHIONOVA PLUS+CURVE
SITE MERCHANDISING STRATEGY
NovaSPORT LAUNCH
ACCESSORIES EXPANSION & NEW CATEGORIES