9+ years of brand marketing experience in technology, fashion, music, non-profits, publishing, and art.
In January, I co-founded an all-female creative collective called Eddie. We’re collaborating with brands we like and making some cool sh*t.
Prior to that, I ran Brand Marketing at VSCO, a leading mobile photography platform, helping grow its community to 45M+. I brought in and led partnerships with Nike, Opening Ceremony, Marriott Hotels, Areaware, RAINS, and many more.
Before that, I helped sneakerhead legend jeffstaple build his design agency and clothing brand for over four years.
In January, I co-founded an all-female creative collective called Eddie. Eddie is made up of designers, marketers, producers & publicists who are tired of what the design, marketing, production and PR industries tell us we have to be. We’re in the game of creating moments, connections and ultimately, impacting how people feel.
So far, we’ve collaborated with brands like HAERFEST, Jordan Brand, and Ludlow House.
VSCO Open Studio
VSCO’s 11,000 sq. ft. photo studio was underused, so I created an opportunity for photographers to come and create their personal projects. Open Studio was wildly popular with the community and after receiving widespread press coverage, over 525 applications were submitted in the first 24 hours.
Opening Ceremony x VSCO
I led a collaboration with fashion retail brand Opening Ceremony as a launch partner for VSCO’s GIF-making app, DSCO. I served as the main point of contact between OC and VSCO’s image science team to develop a custom filter in their signature style. The launch was amplified with influencer content and original GIFs made in-house at VSCO and OC.
NikeLab x VSCO
I brought in NikeLab as a paid sponsor and conceived a creative partnership between both brands – VSCO’s image science team developed a custom filter that embodied the spirit of NikeLab’s ACG campaign. It was downloaded over 7M times and over 38M images have been edited with the filter.
RAINS x VSCO limited-edition raincoat
I spearheaded the partnership with fashion-forward Danish outerwear brand RAINS to take VSCO offscreen for their first ever apparel collaboration. I initated an e-commerce, managed partner relationships and co-concepted creative direction for lifestyle marketing campaign.
Areaware x VSCO
One of my marketing goals at VSCO was to make tangible goods to allow people all over the world to interact with the brand IRL. I initiated a partnership with international retail design company Areaware (who have 750 international retail locations including MOMA store and Cooper Hewitt) to produce and sell 3000 jigsaw puzzles in collaboration with a photographer from the VSCO community.
VSCO Supper Club
Concepted and co-produced an elegant, intimate dinner series with a special menu and a chance to connect with a rotating, hand-picked list of key influencers from the worlds of media, fashion, art and design, in New York and California.
#THISISVSCO Brand Campaign
I was part of the team that led high-level strategy and planning for a campaign meant to showcase interesting creative people using VSCO around the world. “Creativity is not limited to the polished aspects of life — it embraces all facets of human existence, the ups and downs, the serene and the chaotic. Here, we tell the story of our people.”
Brand campaign featuring select influencers from the global VSCO community
Video collaboration with ex-model living in Japan, Cailin Hill
VSCO Music: Venue
Worked with with recording artists, agencies and record labels to direct music videos, photoshoots, interviews, and more for VSCO Originals’ music channel, Venue.
WET, live performance video
Majid Jordan, portraits and behind-the-scenes video
Chairlift, portraits and behind-the-scenes video
Shake Shack x Staple
I led a special collaboration between Staple and New York-based restaurant chain Shake Shack. The “Staple Concrete” snack, used vanilla frozen custard as a base, blended with raspberry preserve and chunks of black sesame glazed cake doughnut specially made by another New York institution, Doughnut Plant.
The collaborative dessert was offered on select Shake Shack menus across New York. Staple is also released a limited edition T-shirt and sunglasses to coincide with the Shake Shack partnership.