Grace W. Email & Phone Number

Austin, Texas, Us

Serve as the Creative Director of performance marketing and Creative Lead for Huckberry’s advertising efforts. Develop innovative performance marketing concepts that drive performance, increase product sales, and acquire new customers across digital platforms. Develop campaign concepts and strategies to drive performance marketing results for both product sales and customer acquisition. Monitor and analyze campaign products sales data, market insights, and competitor landscape to identify best practices, and core performance marketing opportunities for future campaigns. Apply data insights to test, iterate, optimize, and scale winning campaign messages across all performance marketing channels including paid social, YouTube ads, and TV. Lead the concepting and bring to life detailed creative briefs for ad execution, including copy direction, wireframing landing pages, working with creator/UGC talent, and managing freelance video editors. Attend photo shoots and direct UGC, BTS, and video capture.

New York, Ny, Us

Created a brand marketing team and strategy from the ground up to transform Soleil from a B2B to a DTC & Sephora brand, and Summer Camp to a Walmart-exclusive, Gen-Z favorite. Established and project managed brand marketing strategy across social, DTC, and retailer support via paid & organic placements, and innovative TikTok content. Launched Soleil brand on Sephora .com and in 140 Sephora doors via brand and Sephora owned digital marketing campaigns. Expanded Summer Camp marketing footprint in Walmart stores and on .com.

New York, Us

Creative Directed the asset production and project-managed the brand marketing launch plans for brand’s largest launches: KP Body Scrub, All Body Butter, and Holiday 2022. Transformed brand from a cult-favorite to an industry staple through viral TikTok paid and organic strategy supporting DTC and retailer relationships with Ulta, Blue Mercury, Dermstore, among others.Owned the paid & organic channel strategy for short form video content and paid influencer on TikTok and Instagram Reels, generating millions of revenue dollars; grew the brand TikTok account 400x following size in first 6 months of channel management. Owned Amazon channel strategy, creative directing exclusive assets and content to support Amazon presence.

New York, Us

- Oversee all digital marketing touch points on DTC and B2B sites, external retailer sites, and all revenue channels to ensure alignment with brand voice and vision - Establish product positioning and new product launch messaging - Develop media plans, work alongside Creative Director to create campaign concepts & production plans, and attend photo shoots. - Lead oversight of Amazon shop and ads, doubling channel revenue YTD- Lead oversight of TikTok organic and paid, turning TikTok into a revenue-generating channel- Determine and manage the implementation of new digital channels, activations, and social media platforms- Create and manage short-form video ads on TikTok and Instagram Reels

New York, Us

- Grew TikTok organic account by over 4,000% in the first 9 months of account management- Developed TikTok paid strategy, turning TikTok into a revenue-generating platform- Filmed, copywrote, and edited content for organic and paid TikTok ads- Created short-form video ads for use on Instagram reels, generating hundreds of thousands of dollars of ad revenue- Established influencer and community programs with Tiktok creators across beauty, fashion, and skincare genres

Managed production of garments from patterning to photoshoots to support and expand the design team while establishing social media and DTC channels. Shot and edited short form video, improved on-site copy, and managed social media while maintaining a hand in garment design and production, giving 360 creative support to the brand.

Formalized design and production processes to scale up inventory support and state-of-business. Improved inventory forecasting, COGS evaluation, and producer relationships. On-boarded agency partner, Petricor Studio, to establish and subsequently expand wholesale accounts with the leaders in independent designer fashion including Lisa Says Gah, Garmentory, Stand Up Comedy, No. 6, and more.

Brooklyn, Ny, Us

- Pitched, designed, and drove production of one of Parade's best-selling collections: Picnic- Drove the product launch process by uploading all styles to Shopify for each collection launch (one every two weeks)- Merchandised the site via Shopify for each collection launch and as inventory levels fluctuated- Maintained essential production docs including POs, Inbounds, Inventory tracking sheets, cost calculators, influencer gifting breakdowns, size breakdowns for production runs, order packing instructions (SOPs) for wholesale warehouse- Drove the production of custom branded packaging and collateral for all collection launches, including boxes, poly bags, postcards, and unique collection-specific merchandise (tin lunchbox, stickers, etc.) with a focus on sustainable packaging materials- Collaborated with the Brand & Community team to determine influencer gifting sets

Designed, tech-packed, and managed the first round of sampling for a handbag in a new material platform.

- Sourced materials- Created tech packs- Built and maintained relationships with beaders- Managed production of existing product- Developed new styles- Developed new color ways of existing styles- Shot sponsored social media content- Fulfilled stylists' requests- Researched and attended meetings to develop new product & material platforms, including leather, vinyl, and footwear- Attended CFDA seminars

Chicago, Illinois, Us

- Managed a team of 20+ graduate and undergraduate student writers, designers, and editors- Copy and content edited all stories sent to press-Managed the production of 24 print editions, including the paper's first internationally distributed special issue- Lead meetings with staff, freelancers, and university administrators- Wrote and edited stories, conducted interviews and investigations

Chicago, Illinois, Us

- created social media content- scheduled social media posts- copy wrote for content across platforms

Chicago, Illinois, Us

Wrote, edited, and pitched content covering the School of the Art Institute of Chicago

Chicago, Illinois, Us

Assisted the Managing Editor in the publication of print and web content

Chicago, Illinois, Us

wrote articles across sections as assigned by editorial staff

New York, Us

Assisted the managing editor in selecting projects for feature in print

Philadelphia, Pa, Us

Anthropologie is unique in its use of individual artists and designers in its stores. The visual display internship allowed me to work alongside one such artist to design and construct window and merchandise displays.

Bachelor Of Arts (B.A.), Fashion Design And Fiber And Material Studies

International Baccalureate Diploma