Indie Lee: Digital and Creative Overhaul

As Indie Lee’s AOR, our mission was to build upon Indie’s global reach and build a community around the products that reflect her industry-leading vision. The community focus was about more than hype and a social focus, but a need to increase retention and direct sales in an increasingly competitive beauty market — a mission that required an overhaul of everything from the brand’s positioning to its eCommerce and creative, as well as the launch of its email marketing and loyalty program.

As the agency director and lead strategist, I led the winning pitch, then led the effort over the course of eighteen months. This meant overseeing a team of close to fifteen on all efforts involved in a complete creative and technical overhaul — from the back-end Magento build to a fully-integrated digital experience spanning across multiple touchpoints, including day-to-day oversight of social media and community management.