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T H E L A T E S T O N I N S T A G R A M
T H E L A T E S T O N I N S T A G R A M
Concepted and wrote brand tagline (styled for your life, served with heart) amidst ambiguity and evolution, helping establish EVEREVE’s place in the market as a styling authority defined by whole-hearted service. Then, executed rebrand in 2019 to be “a fashion and styling company that delivers joy one outfit at a time,” including writing new brand book, founding story, in-store signage, influencer guidelines, packaging stickers, gift cards and more.
Concepted editorial themes/stories and wrote promotional and editorial email blasts, consistently delivering fresh ideas for engaging the target audience.
As the acting Editorial Director of the EVEREVE blog, I created monthly editorial calendars, partnered with styling, buying, design and ecomm to execute posts, and wrote and produced two posts per week. By refining content categories, repurposing existing assets to create production efficiencies and maximizing the shoppability of each post, I facilitated a 284% increase in revenue, a 359% increase in transactions and 44% increase in conversions from 2018 to 2019. Here’s a sampling of my work: Trendsend Theme Box Update | With Heart Collection | Styling Guide | Key Item Feature | Q&A Series | Packing List |New Brand Launch | Influencer Feature/Gift Guide | Catalog Drop/Trend Report
Strategized content, user experience and executed creative copy to align with broader editorial stories and drive engagement. Helped drive a 300% increase in Instagram followers from May 2017 to February 2019.
Concepted and wrote Instagram Stories to support email blasts and broader editorial stories.
Concepted and wrote evereve.com home page marketing messages twice a week to align with email blasts and broader editorial stories (and set the tone for digital presence). Wrote aspirational and pragmatic product descriptions for aveda.com and landsend.com
Editorial strategy + execution for EVEREVE January 2020 catalog, holiday 2019 catalog + summer 2019 catalog + spring 2019 catalog (the first catalog the brand ever produced). Also wrote editorial catalogs for Lands’ End Men’s and Home.
Executed omni-channel product launches and campaigns for Aveda makeup, hair and seasonal categories.
Led the multichannel concepting, planning and execution of the EVEREVE denim campaign + Annual Denim Sale, which drove a 127% sales increase to LY (paid + owned social posts, Facebook LIVE, Instagram Stories; blog post; lifestyle + sale email blasts; home page banners; denim landing page; in-store windows).
Concepted the creative vision and marketing message for all EVEREVE seasonal campaigns and led campaign execution across all channels.
Concepted and executed the editorial production of the AVEDA A/W 17 Hair Color & Makeup collection, including collection, shade and look naming, all marketing collateral and the book pictured below that included a letter from Creative Director Antoinette Beenders, artist quotes, copy explaining the creative vision of the collection and an article on AVEDA’s partnership with the National Audubon Society.
