It was a great pleasure to partner with Becky G, working through brand pillars and naming. Then creating a scalable logo system that worked across packaging, marketing and social needs. An authentic pride of community and culture is at the root of what inspired Becky G to found one of the few latinx beauty brands in the US. From the packaging's homage to talavera tile to shadow formulations infused with Mexico sourced blue agave, every experience of the brand is intended as an invitation to celebrate the beauty of latinx heritage.

Within the first five days of launch, the brand doubled its day one Instagram following of over 25K, (plus over 98M social impressions) to more than 50K followers (95% of them being women and latinx, the majority based in California).

In collaboration with Addison Rae, I directed campaign media activations, content development, storytelling and photo/video casting. Working closely with the Madeby Collective brand and marketing leads on content strategy and creative iterations for different consumer channels & built an internal process for creative iteration & versioning.

Working through the transition (from past to future) giving an approach for 360 expressions. Established vision, mission, and short-term goals while working on brand strategy, DNA restructures and identifying our new archetype. Increased power and potential of brand by building emotional and customer connection. Assisted in generating revenue by collaborating closely with the Executive Team on transition from Kat Von D Beauty to KVD Vegan Beauty.

Generated #1 ranking for all country launches, while breaking impression records, by facilitating a series of “brand firsts.” Strengthened messaging to key customer base through brand refinement and strategic development. Achieved $5m to $30m+ in revenue per product launch (depending upon sales goal) and tens of millions per store launch by reviewing global creative for consistency, and ideating social media content.

Improved brand ranking by +5. Built consistent brand experience for customers across 37 countries, as well as roadmaps for future creative work, by crafting detailed brand books. Oversaw and executed; Product, Beauty and Social Photography Direction for all brand launches. Social Photography gained 3x higher engagement than average posts beating out top competitors and industry standards. Oversaw Sephora France takeover that included redesigning facades and local environments. As well as launching into Europe, UK, Russia over 20 countries in total.

Led creative concepting for color launches, delivered on-trend creative for multiple brands with vastly different target audiences. Maximized launch success by partnering with copy and online teams to ensure concept consistency, as well as reviewing and approving VM for in-store campaigns at Macy’s, Dillards, Sephora, and Ulta.

Oversaw execution, consistency, and conversion of all Buxom campaigns, including packaging, in-store, editorial, e-commerce, social media, and PR. Collaborated with brand teams by presenting to CMO, brand directors, and external partners. Contributed to high-level discussions that impacted sales, brand direction, and development strategies. Ensured globally consistent and dynamic creative by working cross-departmentally to create signage and collateral for 11 different channels.

Additionally, designed product renderings and photography for key launch presentations. Increased brand recognition by identifying and creating opportunities for greater brand exposure and refinement. Led creative for events and conferences.