DIGITAL CHANNEL & PLATFORMS:

The rapid migration and industry focus on digital mediums has resulted in heightened consumer awareness & visibility of global brands and products, previously limited by geography. To maintain/grow marketshare, brands must develop and execute an integrated channel strategy that prioritizes and understsands the unlimited reach of digital platforms.

Pioneers & early adopters, who embraced a digital-first mindset and saw the financial potential, have been better equipped to navigate, and often thrive, in the increasingly competitive retail environment.

Digital strategies are complex and iterative. It’s critical for brands to develop and evolve their own authentic approach, aligning and supporting the 360 brand vision.

DIGITAL EXPERTISE:

    • Provide industry & consumer insights to inform site design and user experience that align with brand positioning, consumer target(s), and key brand & business initiatives

    • Lead 360 site design & creative direction including: brand concept/vision, site architecture/wireframe, lifestyle/seasonal/model imagery, logo/branding elements, typography, color palette & brand voice/tone

    • Develop and execute consistent imagery and assets across all digital/omni platforms that support: brand vision, evergreen & seasonal messaging, and product narrative

    • Led concept-to-consumer creative direction and assets across all channels and consumer engagement touchpoints.

    • Developed brand-specific, comprehensive & strategic marketing calendar to ensure integration across product & marketing strategies

    • Developed the brand’s 360 marketing strategy, including: product & marketing cadence, pricing & promotional strategy

    • Developed & executed strategic product delivery cadence that was brand elevating, focused on product as hero messaging that aligned with seasonality and business trends

    • Curated monthly trend-relevant collections; ensured all imagery and digital assets across all platforms were consistent with the brand vision, while supporting product narrative.

    • Established key product category destination and highlighted relevant & seasonal category collections, i.e. dresses, outerwear, sweaters

    • Successfully developed online exclusive collections and products for many brands, driving incremental revenue

    • Leveraged e-commerce for multiple testing scenarios across many brands to maximize potential and mitigate risk

    • Dynamite : developed and launched four new product categories/, supported by 360 marketing activations: sculpt’d, R.S.V.P., LUXE LOUNGE, and ESSENTIALS to expand brand reach and create new revenue streams.

    • FASHION NOVA: Launched men’s (Y1: $100M) & NovaSport; developed NovaBeauty; expanded the Plus+Curve & accessories segments.

    • Launched Lucky Plus ($45M) and added several licensing categories, including LuckyHome.

    • Concept and develop 360 women’s knit and fleece brand and launch within 6 months

    • Accelerate growth for Women’s GLD business

    • partner with the team to ensure that the consumer experience is best in class for the user

    • ensure consistent and accurate coordination that connects the narrative between product and messaging; work closely with the merchandising and marketing teams to ensure that the brand delivers an integrated marketing tool to inform strategic decisions and proactively respond to critical business needs.

    • create the necessary processes and tools to drive focus and empower the team to leverage data from over the counter metrics to will inform strategic and thoughtful decisions as the business evolves over time. 

    • evaluate and advise on historical & current price and promotional strategies

    • Identify opportunities & resources needed to scale the business, including people, technology / systems, and processes, including cross functional integration

    • evaluate and advise on historical & current price and promotional strategies; review current marketing / promotional planning calendars / templates

    • evaluate current GTM process; develop stacked seasonal GTM calendar, including suggestions for NEW potential category launches - with key milestones.

    • Develop S.O.P.’s  that enable the team execute a sustainable Supply/Product strategy that balances optimum inventory levels to drive and support meaningful sales while protecting company liquidity

    • establishing weekly, monthly, quarterly milestone meetings, and developing/implementing tools to set targets and track performance across several business metrics

DIGITAL-FOCUSED PROJECTS:

  • shifted brand to digital-first mindset; led website redesign & channel strategy

  • drove +9ppts e-comm contribution, delivered significant sales growth & margin improvement

  • elevated & aligned brand aesthetic

  • creative direction for brand campaigns

  • launched 4 new categories, expanded online product assortment

  • developed an integrated product and marketing calendar to ensure cross-functional and channel alignment

  • assessed historical and current product assortment and performance, advised r/o

  • developed weekly KPI templates, hindsight reports, and other milestone templates & advise recommendations and/or create templates

  • evaluate and advise on historical & current price and promotional strategies; advise opportunties

  • review current marketing / promotional planning calendars / templates – share best practices; provide templates, RACI, etc.

  • comprehensive women’s review – recommend go forward strategy to drive growth

  • doubled revenue to $1.4B (2018-19), becoming the fastest growing retailer

  • #1 googled fashion brand in (2018-19)

  • launched Men’s (Y1: $100M), NovaSport; expanded Curve & accessories; developed NovaBeauty

  • introduced a comprehensive & strategic brand marketing calendar to ensure integration across product & marketing strategies

  • recommended improvements in customer segmentation, brand story, product assortment, go to market strategies, marketing, and distribution

  • define target consumer (legacy + acquisition) and identified market opportunity for both KEEP and Stella & Dot

  • advised on optimization of Accessories assortment strategy, flow and price architecture to drive revenue and productivity

  • launch APPAREL and advised on the simplification of current product strategy to deliver quality while managing costs

  • strengthened the relationship between Merchandising / Marketing / Field Dev departments

  • ensured that product message cuts through appropriately and the tone/creative assets align with the Brand DNA and product proposition

  • brand Co-creator; developed original Brand Book

  • define competitive landscape, brand positioning, consumer target, and distribution strategy

  • oversaw all creative direction, i.e. product design, lifestyle imagery, graphic designer, & copywriter for website and social platforms

  • develop product line architecture and pricing/promotional strategy

  • provided creative direction for website layout/wireframe & user experience, informed by industry & consumer insight

  • increased e-commerce contribution to 25% of DTC, doubling the channel sales & delivering stronger margins

  • significantly increased wholesale.com e-comm % to retailer total volume

  • executed a consistent brand vision, product aesthetic, and price positioning across all channels

  • Launched Lucky Plus ($45M) and added several licensing categories, including LuckyHome

  • created the necessary processes and tools to drive focus and empower the team to leverage data from over the counter metrics that will inform strategic and thoughtful decisions as the business evolves over time. 

  • advised financial projections for Y1, Y2

  • developed product strategy that aligned with the brand’s commitment to deliver the results necessary to hit the company’s financial goals,

  • partner with the team to ensure that the consumer experience is best in class for the user

  • ensured a consistent brand narrative between product and messaging

  • worked closely with the merchandising and marketing teams to ensure that the brand delivers an integrated marketing tool to inform strategic decisions and proactively respond to critical business needs.

  • partnered with the team to create and/or develop any broader tools and/or processes that will enable the business to be successful and scale/expand into new categories

MGF & Partners

  • 360 brand/client site design: concept to launch

  • oversaw all creative direction, i.e. product design, lifestyle imagery, graphic designer, & copywriter for website and social platforms

  • provided creative direction for website layout/wireframe & user experience, informed by industry & consumer insight

  • quick turnaround time

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