Brand management

Since 2018, in partnership with influencers, I developed and managed e-commerce fashion brands.

For Brie and Nikki Bella, I headed up the marketing department for loungewear brand Birdiebee in its early stages. Following the brand launch, Birdiebee suffered from misalignment with their target audiences and an influx of stale inventory. To help reposition their brand, I worked with internal teams to diversify their product offering targeting a true core audience while maintaining the integrity of their already launched position. Additionally, I created retention programs and in-person activations.

At Instaco, I continued my audience and retention work for Jenn Im’s Eggie, a fast-fashion brand, which suffered similar issues as Birdiebee. Additionally, I led up collaboration partnerships with Disney and other influencers. I also helped developed a wholesale market for the Merrell Twins’ TrueIMG urban fashion brand and Tess Christine’s first fast fashion apparel brand, Backyard Roses.

Notable projects:

• Brand development

• Product and audience realignment

• Eggie x Disney apparel capsule collaboration

Key Responsibilities:

• Management of marketing departments

• Management e-commerce department

• Warehouse and 3PL management

• Photoshoot and content development

• Budgeting and business operations strategy

• Influencer/Celebrity management

COMPANIES: Birdiebee, eggie, trueimg, flora & vine, instaco