At SKIMS, I led a major push in brand growth and performance marketing, playing a key role in increasing revenue and solidifying SKIMS as a dominant force in the industry. Over the course of six months, I developed and launched more than 800 high-performing ad creatives across digital platforms, ensuring each piece aligned with SKIMS’ brand identity while driving measurable engagement and conversions.

To maximize impact, I doubled our ad spend on key social channels like Facebook and Instagram, optimizing campaigns to reach new audiences while improving return on investment. This aggressive approach not only expanded brand visibility but also positioned SKIMS as a must-have brand across multiple demographics.

In addition to paid media, I spearheaded a strategic email marketing initiative, crafting and launching over 80 targeted email campaigns. These campaigns strengthened customer relationships, boosted retention, and significantly increased purchase rates. By leveraging data insights, A/B testing, and refined messaging, I ensured that every email contributed to the brand’s overall growth strategy.

Through a combination of creative excellence and data-driven decision-making, I helped propel SKIMS to new heights driving revenue, expanding its audience, and reinforcing its position as a leader in the fashion industry.

During my time at Fabletics, I helped build and lead the in-house creative team from the ground up, working directly with the CMO to reimagine the brand’s identity across every touchpoint, from product to packaging, ads to in-store. One of my proudest contributions was spearheading the full visual rebrand of Fabletics, setting a bold new creative direction that fused fashion with performance and brought our “where fitness meets fashion” mantra to life in a tangible way.

I led the development of the brand’s comprehensive brand book and creative style guide, defining everything from voice and tone to color systems, typography, photo direction, and design philosophy. These tools became the north star for internal teams and external partners, ensuring consistency across every platform and piece of content. The tone? Confident, playful, and aspirational, just like our customer.

The retail rebrand extended to all physical environments, where I art directed everything from store signage and window displays to hangtags and packaging. Yes, even that glowing handwritten neon sign that greets you in every Fabletics location, that’s my design.

I also managed the creative request workflow across departments, optimizing the process from intake to delivery while mentoring designers and overseeing execution at every stage. Every decision was rooted in strategy, ensuring that the creative didn’t just look good, it performed.

Together, this work helped evolve Fabletics from a startup into a globally recognized active-lifestyle brand with a fashion-first edge. It’s one of the projects I’m most proud of.

A Saw campaign wouldn’t be complete without terror, and for Saw X, we set out to create an experience that was as unsettling as it was nostalgic. Our goal was to welcome audiences back into Jigsaw’s world in a way that honored the legacy of the franchise while bringing something fresh and unexpected.

We kicked things off with an intense countdown series, featuring the grotesque remains of Jigsaw’s latest victims, a direct homage to the iconic imagery of the early films. By incorporating “sensitive content warnings” that playfully broke the fourth wall, we leaned into the twisted psychology of Saw, making audiences feel like they were already part of the game before even stepping into the theater.

Sound design played a crucial role in amplifying the horror. The clanking of rusted chains, the muffled cries of victims, and the eerie hum of Jigsaw’s traps in motion created a sense of dread that seeped into every piece of content. This approach allowed us to push the boundaries of terror on digital platforms without relying on explicit gore, perfectly walking the fine line between suspense and social media guidelines.

And of course, Billy the Puppet made his triumphant return as the sinister face of the campaign. His presence in the creative not only triggered nostalgia for longtime fans but also reinforced Saw X’s return to the franchise’s brutal, mind-bending roots.

The results spoke for themselves. The campaign didn’t just engage existing fans, it reignited mainstream interest in the Saw franchise, bringing in a new generation of horror lovers. It was a massive success, earning both a Golden Clio Award and a Bronze Clio Award for its chilling and innovative execution.