I led editorial strategy across email, site, and social, turning merchant priorities, customer insights, and segmentation data into the stories that shaped each month. The job was as much orchestration as direction: guiding Copy, Design, and Social through daily creative briefs while partnering with Digital Strategy, Art Direction, Studio, Styling, and Photography to keep high-volume programming commercially focused and creatively distinct.

I also had the opportunity to concept key omni-channel campaigns, including Mother’s Day and Father’s Day, owning the messaging strategy and creative direction from first brief through final execution.