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Content Development | Strategy

I was part of a team that helped this fashion retailer develop a digital strategy and 2-year roadmap for implementing programs to drive eCommerce. I also provided strategic and creative support for major campaign initiatives, including Holiday, Denim and Teen Vogue University, as well as coming up with ideas for bolstering social media following.


Understanding the customer was the first step in creating a better eCommerce experience. We talked to male and female shoppers to better understand them and their unique journey.

Roles: Research, Strategy

For Holiday, we incorporated styling tips inline with product content to inspire shoppers to create their best looks. The approach set up Express as not just the place for cute, affordable party dresses, but as a go-to style expert. We also developed a gift guide wrapped in a fun personality quiz to help shoppers pick the perfect present. 

Both approaches to engaging customers online were brand new ideas for the retailer.

Roles: Concept, Creative Direction


Looking ahead, we developed four approaches to driving online sales. Each one relied on creating real world experiences — both events and content — to increase brand awareness and affinity, and incorporated technology to increase ease of purchase.

Roles: Concepts

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