Spearheaded creative strategy and design initiatives, expanding and enhancing the brand's presence as an experiential retail destination and media property.– Conceptualized and designed impactful in-store signage and environmental designs for physical locations, driving brand engagement and recognition that resonates with the target audience.– Provided creative consultancy for property expansion into diverse media formats, including graphic novels and animations, broadening the brand's reach and market influence.

(Qurate Retail Group is the parent company to QVC, HSN, and Zulily)Founded QVC’s first dedicated Brand Creative and Strategy department from single contributor role to team of 6. Developed company-wide creative and omni-channel marketing campaigns, leading in-house teams and agency partners. Sought out as Brand subject matter expert to lead cross-functionally and solve complex business initiatives. Partnered with CEO and C-Suite on critical business priorities, protecting brand reputation and improving company culture. – Established strategic rebranding of QVC, establishing new growth opportunities and improved brand sentiment with customers, vendors, and investors. Initiated new look-and-feel and voice. Wrote new positioning and operating principles. Partnered with international markets to build global alignment.– Developed and executed national and regional advertising campaigns across linear, digital, and social channels, resulting in 93% brand recall and double-digit increases in relevance, esteem, and differentiation.- Oversight of company-wide creative output, driving teams to be brand-right, innovative, and collaborative across all disciplines. Optimized creative by developing direction decks that unified initiatives throughout the organization.- Identified and defined customer profiles and segmentation, bringing deep knowledge across the organization. Improved understanding and execution within merchandising, marketing, e-commerce, and creative groups.– Motivated and inspired teams to bring out the best in each other, fostering a collaborative and creative work environment. Celebrated successes and empowered team to lead projects and represent their work.

Originated Brand Strategy Center of Excellence (COE), bringing customer-centric thinking to operations-led company. Offered new approaches and innovative ideas to commerce initiatives and marketing strategies, creating moments of impact for customers. Provided thought leadership and problem-solving to matrixed teams, creating brand-right solutions while maintaining project momentum.– Initiated research and transformed observations into brand-driven strategies. Authored inspiring creative briefs that empowered teams to develop stronger deliverables. Applied strategy lens to all creative executions, ensuring brand-right solutions and consistent voice. – Shaped messaging and storytelling for vendor pitches, quarterly earnings, investor meetings, and company-wide summits. Synthesized complex stories into clear and compelling brand-right narratives.– Developed and executed 360 marketing campaigns and seasonal storefronts, partnering with merchandising, planning, PR, and in-house creative. Led teams from concept to completion, inspiring ideas that built emotional connections – increasing customer acquisition, retention, and sales.– Crafted brand architecture(s) and positioning for corporate acquisitions, aligning stakeholders by bringing cohesion to disparate language. Evolved into naming, identity creation, and launch of Qurate Retail Group (parent company to QVC, HSN, and Zulily), strengthening company value internally and externally.

Brought together creatives from across the company into one organization to better operationalize work. Managed in-house team of 18+ responsible for advertising, collateral, web, email, social, and scenic – driving growth in a 24/7 environment. Fostered creative thinking and innovative solutions while maintaining production schedules and design standards. – Hired and nurtured talent, mentoring team members to individual growth and promotions, fostering a high-engagement and productive work environment. – Developed and executed large-scale activations and partnership marketing initiatives, including Muppets integration, Vogue Fashion’s Night Out pop-up, QVC’s year-long 25th-anniversary campaign, and Project Runway sponsorship. Increased customer acquisition, consumer brand sentiment, and improved media relevance.– Led cross-functional teams in creation of brand standards, website reimagination, and improved broadcast graphics.

Led creative direction for entire beauty category and partnered with prestige brands to translate in-store marketing to video commerce platforms. Served as go-to creative on corporate priorities, PR events, and marketing events for innovative thinking.– Accelerated Beauty programming viewership and sales with a “Think like a network.” approach – reimagining entrenched shows with unique concepts, visual identities, and dedicated beauty sets.

Led creative teams on successful marketing campaigns (key art, trailers, packaging) for entertainment industry. Acting account executive, managing client relationship with studios, including The Walt Disney Company, New Line, and Warner Bros.