WORK
WORK
Pura Baby Care
Go-to-Market | Brand Voice | Influencers |
Brand Partnerships | Social Media Strategy
Pura, the most accredited eco baby brand in the UK, made its way over to the US in June 2023, launching with none other than Walmart. I led the the go-to-market strategy, execution, and adapted brand voice for Pura’s US nationwide launch into Walmart and Amazon. Rooted in deep research into the US baby care category, Pura's brand messaging was adapted to focus on skin-safety first, catering to the no.1 concern of US parents.
A humorous, unapologetic brand voice, adapted to the US customer, to inspire relatability and build affinity with new parents.
Earned brand credibility with Millennial parents by partnering with trusted, values-aligned brands.
Pura's influencer strategy was rooted in a healthy balance of awareness and growth metrics, partnering with influencers across a range of tiers.
Territory Foods
Creative Direction | Social-First Brand Marketing | Influencers & Partnerships
At Territory, I nurtured the brand’s transformation from catering to a fitness-centric male consumer, to repositioning it as a premium wellness product tailored to health-conscious women. Shaping a refined brand image was grounded in elevating the brand’s top funnel creative, and forging partnerships with wellness tastemakers such as Hannah Bronfman, Tinx, and Lucie Fink, and Melissa Wood.
A reimagined aesthetic rooted in sleek and polished creative, with a playful touch.
Meet the Territory Ten, a quirky, tongue-in-cheek content franchise created for Territory featuring celebrity chef partners & influencers.
Hannah Bronfman x Territory
Influencer-driven growth by +20%
I led a multi-tier influencer strategy for Territory, fostering key relationships with trusted tastemakers, influencers, and creators, which resulted in exceeding Q1 2022 customer acquisition goals by 20%. Partners include Hannah Bronfman, Lucie Fink, Tinx, Margo Oshry, Liv Golding, and more.
Hannah Bronfman x Territory
At Territory, I worked cross-functionally on the digital launch of Meals for Mama, a pre and postpartum meal program, curated by tastemaker Hannah Bronfman to nourish new and expecting moms. I created the “Mom Circle” ambassador program, in partnership with top-tier maternity brands, to engage mom micro-communities and amplify the dialogue on postpartum wellness and nutrition.
The “Mom Circle” ambassador program is a curated community of 20 influencers, that helped create a consistent flow of elevated UGC, build product awareness, and showcase it from a relatable user POV.
Ruffles
Influencer Strategy & Execution | Influencer Relations
The Goal? For the launch of the new Ruffles® Cheddar & Sour Cream flavour, we ignited a debate around which Ruffles flavour deserves the GOAT title. We tapped into creators with Gen-Z appeal – from top-tier to nano followings, across the humour, food and sports categories.
Sergio Tacchini FW24
Seasonal Brand Campaign | Influencer Relations &
Casting Direction
Production: GOS4 Media
Sergio Tacchini FW24 Campaign | More Than Meets The Eye
Sergio Tacchini SS24
Influencer Relations & Casting Direction | Production Management
Production: GOS4 Media
Production: GOS4 Media
Sergio Tacchini SS24 | Buona Vacanza – Director's Cut
Cinq à Sept
Brand Campaign | Social Consulting
Concepting Cinq à Sept's Love Language campaign was all about celebrating the fashion brand's romantic DNA with a visual love story captured through the lens of artist Sarah Bahbah. Love Language weaves in the modern, complex, and universal experience of self-love, and romance, including the journey through heartbreak.
