Director Of Brand Marketing
Los Angeles, Ca, Us
At Garrett Leight California Optical, I led marketing initiatives that elevated brand perception, expanded market reach, and drove DTC growth through innovative strategies and storytelling. My role spanned creative direction, collaboration management, and digital transformation, with a focus on developing meaningful partnerships and impactful campaigns.Key Achievements:Directed special projects and collaborations with brands including RIMOWA, JJJJound, Pendleton, KITH, SLAM JAM, Mr. Porter, Birdwell, Malbon Golf, Pure Beauty, Jones Golf, Parks Project, Jenni Kayne, General Admission, Clare V, and Frescobol Carioca.Oversaw creative agency partnerships and directed editorial content for both DTC and B2B channels.Led the redesign and optimization of the GLCO website, enhancing user experience and driving online sales.Managed the digital marketing team, implementing strategies to grow the DTC business and improve customer engagement.Directed content creation for seasonal campaigns, including overseeing the development of SPECTACLE Magazine.Developed brand strategy and go-to-market (GTM) plans for the U.S. and European markets, emphasizing multicultural brand positioning and storytelling.Spearheaded creative operations pivots to sustain growth during the pandemic, ensuring resilience in a challenging retail landscape.Conducted brand research and provided strategic direction for new product development.Through a combination of strategic vision and hands-on leadership, I helped GLCO build a compelling narrative, lead company growth, and ensure stability in unprecedented times, solidifying its position as a leader in the eyewear and lifestyle fashion space.
