-Led development of new product line concepts by identifying market white spaces and emerging trends to create a differentiated brand positioning and reason to buy-Led development of first Clean at Target line- Bioré Daily Detox, with Organic Cannabis Sativa Seed Oil and Green Tea Extracts-Owned key stages of initiative launch process including market research, P&L, global copy lock, communication between cross functional teams and creation of design briefs-Conducted research focus groups to test new product and concepts and apply insights to develop new consumer-relevant product formulations, positioning and campaigns-Owned stagegate presentations and gain alignment from MASS leadership team on new product initiatives

-Developed and managed marketing campaigns and content creation across social, DTC, and Email platforms-Oversaw online community management to ensure positive brand presence and reputation-Wrote engaging copy for brand assets such as Web Banners, Email, Press, Trade and Social Assets-Conducted competitive audits to stay on top of the latest trends in Beauty and Wellbeing-Oversaw creative brief to ensure a cohesive brand message across all digital platforms

-Developed and managed marketing campaigns and content creation for brand portfolio across Social, DTC, Email, and Google Ads platforms-Analyzed consumer trends and insights through internal and external consumer research surveys to make recommendations for future campaigns, product development, and brand strategy-Managed US DTC Shopify platforms including site development, promotional campaigns, creative assets, and order operations-Managed creative direction, budget, and execution for PR, Consumer and Trade events including Beautycon, Cosmoprof and Coachella-Led engagement and manage partnerships with over 100 influencers to deliver paid and organic social media placement-Oversee online community management to ensure positive digital brand presence and reputation-Led photoshoot creation including art direction, prop styling, sourcing, budget and vendor management-Wrote engaging copy for brand assets including Web Banners, Email, Social, Press Release, and Product Copy-Conducted competitive audits to stay on top of the latest trends in Beauty and Wellbeing-Assisted in copywriting tag lines and product packaging copy for bathing range

-Led the development and launch of first 3 core brand DTC websites in US market to deliver profit accretive revenue growth-Developed 6 curated eCommerce bundle packs to increase average transaction size and maximize profitability of online sales-Created new process for influencer outreach, communication, and sampling to grow brand portfolio Instagram by over 10k followers-Proposed transition to omni-focused PR agency from traditional print agency which results in 20% increase in press/influencer features-Managed social media ad campaigns to drive traffic to internal DTC and strategic retail partner sites for 3 new product range launches-Assisted Made to Order projects including the ideation of customer specific product, mock-ups, and building customer decks

-Attended Women’s Market SS18 influencing leadership and buy strategy for contemporary and luxury brands.