CAMPAIGN DIRECTION
Seasonal campaign architecture across enterprise retail ecosystems, translating business strategy into scalable creative systems that drive multi-channel performance.
belk holiday ‘25
Enterprise Holiday campaign unifying 25 priority categories across apparel, home, and accessories—architected to drive full-funnel revenue through scalable creative systems and cohesive seasonal storytelling.
photo: jess wasson I styling: alison lewis
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Led enterprise Holiday strategy across 25 priority categories—aligning merchant objectives, gifting behavior insights, and promotional priorities into one cohesive revenue-driving framework.
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Developed a cross-generational Holiday narrative designed to maximize category breadth and gifting relevance, balancing nostalgia with modern styling to extend performance across apparel, home, and accessories while maintaining product clarity across channels.
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Directed cross-family Holiday fashion strategy across six core business units, sequencing product priorities into one cohesive seasonal narrative while maintaining category differentiation and merchant visibility.
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Architected a scalable capture model (on-figure + still life) designed to support 25 priority categories and multi-channel distribution.
Delivered 209 unique assets across digital, paid media, social, email, and in-store—optimizing shoot efficiency while increasing usable content output.
belk fall ‘25
Enterprise Fall campaign architected to align 15 priority categories across private and national brands, unifying seasonal storytelling while driving full-funnel performance across families of business.
photo: jess wasson I styling: alison lewis
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Led enterprise Fall strategy across 15 priority categories, integrating merchant objectives, gifting insights, and promotional priorities into a cohesive revenue-driving framework.
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Developed a Fall ’25 visual narrative blending modern lifestyle with timeless Southern heritage—leveraging texture, light, and aspirational storytelling set against the iconic Biltmore Estate to elevate brand perception while supporting cross-category merchandising priorities.
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Directed cohesive cross-family fashion strategy spanning multiple age ranges, integrating private and national brands within a unified seasonal narrative while preserving category differentiation.
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Architected a scalable capture strategy supporting all families of business across major marketing channels.
Delivered 212 unique assets across digital, paid, social, email, and in-store—optimizing production efficiency while reinforcing cohesive seasonal storytelling.
belk BACK TO SCHOOL ‘25
Enterprise Back-to-School campaign aligning 15 priority categories across private and national brands, designed to unify seasonal storytelling and drive full-funnel impact across families of business.
photo: jess wasson I styling: alison lewis
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Led Back-to-School enterprise strategy across 15 priority categories, aligning private and national brand objectives across families of business to drive seasonal revenue impact. Balanced private label and national brand representation within a unified seasonal narrative to ensure merchant visibility and category equity.
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Developed a Back-to-School visual system reimagining classic academic environments through a warm, elevated lens—layering heritage-inspired set elements with integrated brand iconography to support multi-category storytelling and consistent brand recognition across channels.
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Directed cross-category fashion strategy across five core families of business, balancing age segmentation, brand portfolios, and seasonal storytelling within a singular, scalable creative vision.
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Architected a scalable capture model supporting five core families of business across all major marketing channels.
Delivered 105 unique assets across digital, social, paid, email, and in-store—optimizing production efficiency while maintaining cohesive cross-category storytelling.output.
