When I joined FASHIONPHILE, email creative relied heavily on modular templates. I transformed the channel through elevated layouts, motion design, and refined photography strategies, while introducing a rigorous testing culture that consistently improved click-through rates by 2–3%. These optimizations strengthened brand storytelling and created scalable gains in engagement and conversion over time.

I helped shift FASHIONPHILE from a sale-to-sale mindset into a quarterly promotional strategy, creating a more intentional and sustainable campaign cadence. This approach gave leadership a holistic view of each quarter, enabling stronger alignment across teams and more strategic planning around website refreshes so that assets, storytelling, and campaign moments worked cohesively together. Promotions under this model consistently outperform projections, with the most significant success to date being the 2026 Lunar New Year campaign, which delivered an 80% year-over-year increase—demonstrating the long-term value of strategic, data-informed promotional planning.

I partnered with operations and IT to launch FASHIONPHILE Certified, an in-person authentication service for ultra-luxury accessories. My role focused on shaping the customer experience to ensure the program felt trusted, elevated, and memorable—resulting in a luxury leather-bound Certificate of Authenticity backed by a lifetime guarantee.

For the launch of FASHIONPHILE Atelier’s Investment Protection Collection, I led the marketing rollout of products developed over a decade in the making. My focus was creating educational, aspirational photography that demonstrated both product value and proper use. The results were immediate: handbag hooks sold out entirely, while the mending and repair kits fully sold through at our New York City location—validating both demand and the strength of the launch strategy.

We partnered with Nicole Richie for FASHIONPHILE’s 2026 celebrity campaign. From concepting the art direction to location scouting to run of show on set to ensure we got all of the necessary shots for a successful campaign I was there.

For FASHIONPHILE’s 2026 holiday campaign we had the pleasure of working with Martha Stewart in our NYC Flagship. This campaign was different than previous celebrity campaigns as we didn’t partner with a production company, in short a majority of the production was led by me.