Stella & Dot is a company designed to give women the flexibility to live a life they love. It’s a company that sells fashion, beauty and meaning while simultaneously giving women the ultimate side-hustle. I was hired to give deeper meaning to the brand mission, revive the creative team and shift creative focus to move alongside business needs.■ Rebrand to shape and focus the brand on its key reasons to be. Worked alongside Merchandising and Design VPs to lift the brand to a chic, forward thinking, woman friendly place. This work affected the entire organization, guiding the teams to the same goals, inspiring wonderful thinking and ideas to come to life, and driving the business forward.■ Create Customer Psychographics to help tell and shape the brand story. Used sales data, conversion metrics, focus groups, social metrics and trends to guide the thinking and get down to just 4 pillars to drive decision making and brand strategy.■ Concept, direct and deliver IRL Pop-Up within a rapid 8 week timeline. Built omnichannel experience, raising engagement and conversion rates while simultaneously creating trust and excitement with core and new audiences.■ Drive all brand strategy including design, tone, photoshoots, video, site, social; partner with internal and external artists, photographers and creators to increase customer engagement and sales through the creation of chic fashion online, made for Stylists to then use to sell their own business.■ Establish tone, feel and story for all written brand copy.■ Develop creative strategies by tapping into our customer base, listening, asking questions and then reframing the brand to diversity, strong messaging, and inspiring stories.■ Revamped the creative team by ensuring and environment of stability, trust and confidence. A year and a half in and this team is humming- working seamlessly in step with the business.

Hired as the 6th employee to develop creative content and marketing strategies which drive the brands vision and story. Manage a team of 5 direct and 6 indirect reports focused on putting Mom First by creating unique content and a fashion forward artistic direction.Creative Focus■ Drive all brand strategy including design, flow and art; partner with internal and external artists, photographers and creators to increase customer engagement and sales through the creation of impactful content resulting in 280k paid subscribers.■ Develop lead conversion content focused on a “Mom First” mindset by tapping into the emotions of Mom; strategically engage with a pipeline of 2M leads each month by creating content which highlights brand value, service ease of use and fashion through creative content and storytelling.■ Created an entirely new brand message one year after launch; retooled the creative approach to focus on sharing the FabKids story. Efforts created an uptick in brand penetration and conversion rates, doubling projections. ■ Guide tone and creative concepts for ad copy and visual content; build monthly ad strategy which includes the distribution and creation of over 200 ads each month.Marketing Focus■ Strategically partner with sister brands Fabletics, JustFab & FL2 to drive brand awareness and conversions; familiar customer base allows personalized marketing and a “we know you” vibe creating immediate consumer trust and engagement. ■ Rebranded email campaigns for a lead pipeline of 2M, tripling conversions.■ Created “We Believe” campaign; focused on companies which support kids and moms while highlighting the community and employees whom make FabKids FAB; creating unique personalized outreach has proven to continually drive conversions and revenue making “We Believe” a highly-anticipated marketing program for FabKids.

Hired to guide Shutterfly in the creation of new visual and written content when the company focused only photo boarders. Ultimately pitched a brand expansion to support the creation and launch of a yearly holiday campaign and multiple new products and lines. New product channels resulted in a 30%+ compound annual growth rate for Shutterfly and have since made the brand a household name for cards, calendars, stationary, photo books share sites, home décor and gifts.■ Managed a team of 7 internal designers and 19 external design partners responsible for all creative design for each Shutterfly collection.■ Created the first holiday line; revenue generation beat all expectations resulting in a new yearly holiday line which has become a primary retail focus for Shutterfly. Developed each yearly line from creation to marketing and launch.■ Created multiple new product lines including cards, calendars, stationary, photo books share sites, home décor and gifts; grew previously nonexistent product lines from conception to creation and finally launch resulting in revenue growth from $0 to $1M in two years.■ Provided all art direction of yearly holiday print catalog including concept creation, strategy and production of all marketing collateral; managed all photoshoots, design decisions and marketing programs and ads.■ Performed competitive market and consumer analysis to forecast seasonal online and print trends; strategic adaptation to market trends allowed Shutterfly to exceed customer expectations and increase revenue.■ Guided Creative Art team through the acquisition of a division of Kodak; established staffing levels, defined new team focus and eliminated redundant positions creating a cohesive creative team.■ Rebranded Shutterfly, including the logo and website; successful rebrand connected with consumers by establishing a new brand story which focused on the key principles of Shutterfly, spreading joy, making connections, family and friends.

■ Freelance Graphic Designer and Artist for notable brands including Banana Republic and The Body Shop. Designed in-store banners, created marketing content and developed copy.■ Sr. Designer for The Jewish News Weekly; wrote copy, created all ad content and cover art for San Francisco based newspaper.