At Maiden Home, Jessica achieved double-digit revenue growth after a two-year period of flat sales. This success was driven by three key strategies: brand repositioning, full-funnel marketing, and launching a retail store.

1. Brand Repositioning: When Jessica joined in 2022, Maiden Home had evolved from its 2017 positioning as a stylish yet affordable disruptor in the furniture market to gaining momentum with higher-end, higher price point designs. Jessica strategically repositioned Maiden Home as a luxury home furnishings brand, successfully elevating marketing and creative execution across all channels.

2. Full-Funnel Marketing: Jessica expanded into new paid and organic marketing channels, focused on mid and upper funnel metrics to gauge success, and incorporate video content. Previously, the brand had focused heavily on in-channel ROAS, leading it to under-invest in mid and upper funnel strategies given the longer consideration cycles in furniture.

3. Retail Store Launch: Jessica launched Maiden Home's first-ever retail store, supported by a comprehensive 360-degree marketing strategy, enhancing brand visibility and customer engagement.

These initiatives collectively revitalized Maiden Home's growth and reinforced its positioning as a luxury brand in the home furnishings market.

In fall 2020, Jessica launched the Away by Rashida Jones collection, a strategic partnership that successfully reached new audiences and enhanced cultural relevance. Despite the pandemic's impact on travel, the launch proceeded to raise awareness of Away's non-luggage offerings. The collection narrative focused on bags and accessories for everyday use, emphasizing the fashion element and Rashida's style.

During her tenure at Away, Jessica spearheaded partnerships with both high-profile and emerging figures, from Serena Williams to fashion designers like Sandy Liang. These collaborations successfully grew overall brand awareness and highlighted new product categories.

In 2022, Jessica launched Away F.A.R., an outdoor-focused bag collection driven by post-pandemic customer insights showing increased outdoor travel. As VP of Product Strategy and Marketing, she oversaw merchandising, developed the marketing and launch strategy, and collaborated with a creative agency to establish a new brand system.

This initiative was pivotal in expanding Away's portfolio, resulting in a 2.5x increase in revenue outside of core luggage products during her tenure.