Creative Direction / Consumer Insights & Culture / Concept Development / Art Direction & Styling / Omnichannel Strategy

I owned the big creative idea behind every PINK floor-set — taking cultural trends, consumer behavior, and product priorities and turning them into a seasonal story the entire brand could build around. I set the narrative, visual direction, and assortment logic, and synced with marketing and merchants to make sure buy strategy and messaging matched what our girl was actually craving. The job was equal parts instinct and rigor — pulling together a ton of inputs from different teams and turning them into one clear direction that everyone could rally behind.

After presenting to the CEO and leadership, I stayed hands-on through execution to make sure the idea didn’t get watered down. I worked daily with the creative and production teams to translate the concept into styling, product hierarchy, copy tone, photography direction, and overall environmental feel. I protected the strategy all the way to the finish line — making sure the floorset that hit stores looked and felt exactly like the vision that got approved.