TCS Shelving Sale

Problem: Charged with building bridal registry campaign for The Container Store. The old messaging was not getting people to start a registry or fulfill gifts for the registrant. Action: I worked with the merchants to get a list of product that would be in stock for a least a year. Took that product mix and created bridal showers around our top four departments. I took everyday items and worked with the stylists to create party favors, DIY instructions went along with each idea and expanded the "Tips" section of the website. For each party products were used to create the theme and through the writing in the catalog and website were encouraged to be left for the bride after the party. Results: New Bridal Registries were created, and old registries were added to and 80% of the items on the list were purchased. A new revenue stream was created by showing our customer creative ways to use our product and sales of the SKU's shown in the catalog were up 25% to LY.

Problem: JCPenney was a struggling with the old brand perception that the brand was cheap, low quality and only for low income families. Action: I created three campaigns with the winning execution bringing tears to the CEO. The emotional campaign, called “Firsts” featured real life, ethnically diverse fathers with their children in the most aspiration, everyday moments. My Role: Concepting the end to end campaign inclusive of writing headline, photographer selection, creative direction and leading the team. Results: Sales for Father’s Day for that year increased: Both online in-store visitors increased 30% in the men’s section with an increase of 15% to total shopping cart. This campaign was featured in: Time.com, abcnews.com to name a few.