Make Banana Republic Great Again
Circa 2013, big box retailers were struggling and a focus group went so far as to say Banana Republic was like their weird cat lady aunt...Challenge: Make Banana Republic Great Again.
Shortly after I joined, Banana enlisted a new CCO, who understood what it meant to be relevant with Millennials, how they shopped and the role social played in the process. Within weeks, I relocated to NYC to re-build the heritage brand through authentic, consistent storytelling alongside the design team.
Two years of creating content at the speed of culture, testing all the social ad products, four NYFW shows, and a team of influential people genuinely rooting for/shouting about the brand, we moved Banana Republic into Forbes' '2015 Millennials Top 10 List.' Take that cat lady haters.
Role: Created, evolved (and protected) the brand’s social voice/visual tone. Developed all content in-house with small creative team, owned influencer relationships and drove publisher partnerships. Concept & strategy lead for organic/paid social campaigns under the brand Creative Director’s vision.
Digital Press: Twitter IPO, HotDudesReading Collab, AdAge Carousel Beta, DigiDay - Instagram video rollout
Fashion Press: HuffPo, GoPro on Marissa Webb's head at NYFW