Led brand storytelling and digital brand expression for Clinique across email, site, retail, and ecommerce touchpoints. Owned concept development and copy strategy for integrated campaigns, ensuring consistent brand positioning while evolving tone, relevance, and cultural resonance. Oversaw retail and ecommerce messaging to strengthen brand equity and deepen emotional connection with consumers, introducing new, personalized approaches to bring the brand to life online. Spearheaded the launch of the PepStart beauty line for Millennials, leading consumer focus groups and translating insights into brand positioning, messaging architecture, and go‑to‑market strategy.
