Launching a new category by grounding in brand essence

Extending into cultural partnerships and buzzworthy moments

Stretching the brand into a darker, younger cultural space without losing what makes it recognizable

Teasing a dominant partnership without losing sight of the brand

Finding the right creators, for the right audience, at the right time

Translating product launches into distinctive visual ideas that earn attention through the noise

Elevating the brand’s most visible touchpoints with in-house work that matched external production quality

Building and scaling an in-house photography team that defined the brand’s visual expression

At Bath & Body Works I inherited a small creative org running 2 channels and evolved them into a high functioning team producing 16x the output across 12.

The work required building the brand and the infrastructure behind it simultaneously: defining how the brand showed up across digital, retail, and marketing while building everything behind the scenes that made it possible.