Sierra
At this small chain backed by a huge off-price retailer (TJX), I helped build a brand voice that positioned the company as an affordable, accessible outdoor retailer. I had the unique opportunity to help shape the way a brand poised for rapid growth speaks to its customers online and in stores.
philanthropy
One of the most rewarding experiences I had at TJX was the opportunity to help raise money for our philanthropic partners - the National Park Foundation and KABOOM! These marketing packages encouraged customers (via print signage, email, social, radio and more) to donate to the cause in store.
In-store signage
social
I had the opportunity to help overhaul Sierra’s social media presence to better position the brand as a friendly, accessible presence among outdoor retailers. As an awareness channel, Instagram became a space to flex our brand voice and feature the everyday interests of our diverse client base. Also, dogs. Lots of dogs.
Our first post after a month-long pause in spring 2020.
monthly marketing campaigns
Every month, I partnered with art directors to create a suite of marketing content that “keeps the doors open” by supporting seasonal merch priorities. Hard-hitting value is the name of the game when it came to this content, which spans website, emails, social and in-store signage.
In-store signage for a sporting goods shop.
In-store signage for a camping shop.
campaign: holiday
The holidays are a BIG DEAL in off-price retail. I had the opportunity to work with art directors to refresh our in-store sign package and leverage that concept across social and digital channels. I also got to write a gift card that lives in stores across chain - seeing it in person really makes me happy!
Oversized seasonal value signage that is hung throughout the stores.
Oversized seasonal value signage that is hung throughout the stores.
Oversized seasonal value signage that is hung throughout the stores.
Floor signage that greets customers as they walk into the store.
Mirror clings that encourage customers to treat themselves.
Meet the giant die-cut snowman that lives outside our stores and encourages customers to grab an e-gift card.
Holiday activewear homepage.
Holiday gift card homepage, featuring my gift card!
Holiday gifting homepage.
Holiday drive-to-store email.
Christmas day treat-yourself email.
activation: Warrior Dash
I worked with art directors to create emails, digital assets, social content and on-course signage for this mud run. We upped our brand voice to capture the attention of a very qualified group of outside people.
Meme for Warrior Dash’s Instagram leveraging a popular meme format at the time.
Meme for Warrior Dash’s Instagram.
Meme for Warrior Dash’s Instagram - I had to sell some people on the relatability of this new Ariana Grande song. IYKYK, as they say.
Meme for Warrior Dash’s Instagram.
This blog ran on the Warrior Dash website and linked to key categories of gear participants might need.
On-course signage.
On-course signage.
On-course signage.
misc emails
I’ve written - and I can’t stress this enough - a lot of emails over the past few years. Here are a few good ones.
