The Challenge

• Create campaigns that resonate and attract both legacy customers and younger, trend-driven shoppers during peak holiday and promotional windows

• Meet annual seasonal sales goals across physical and digital stores

• Maintain consistency and quality across a wide range of assets, channels, and store environments

The Approach

• Developed campaign-specific creative direction using mood boards and insight-driven storytelling

• Led strategy and execution across all seasonal moments—from concept to rollout

• Partnered closely with marketing, merchandising, and eComm leaders to align on product focus and promotional strategy

• Directed a cross-functional creative team:

• Delivered integrated campaign assets across:

  Streamlined production workflows without compromising brand integrity

• Presented creative strategy and concepts directly to senior leadership and C-suite

The Result

• Successfully delivered cohesive, high-impact campaigns that elevated visibility and drove store traffic

• Strengthened emotional connection with both loyal and new customers

• Increased campaign engagement and contributed to seasonal revenue growth

The Skills

Mood Boards Development, Creative Direction & Team Lead, Brand Strategy, Content Development, Creative Review, Problem Solving, Integrated Campaign Management, Process Optimization, C-Level Presentations, UX Design, Print, Digital and Experiential Graphic Design, Adobe InDesign, Illustrator, Photoshop, Acrobat, Microsoft Word, Excel, Teams, PPT, Outlook, and ChatGPT

The Team

• Katie Woods – Print Design

• David Kruger – Photo Art Direction

• Liana Chun – Email Design

• Melissa Burkee – Storefront Digital Design

The Deliverables

• Creative Brief and Seasonal Strategy

• Direct Mail Catalogs

• In-store Signage

• Email Marketing

• Storefront Digital Displays

• Landing Pages

• Radio Spots

• Digital Ads

• Billboards