Glossier

I am currently staffed on Glossier, with the partnership launching in November 2024. I am leading the partnership, owning creative strategy, prioritization, brief writing, as well as contributing to creative execution. This includes weekly and quarterly planning and presenting.

I oversee 2 designers, owning delegation, feedback and asset delivery weekly. I manage each creative project and am the point of communication on the team.

We base creative off seasonal pushes and their marketing calendar, while keeping a consistent evergreen strategy that focuses on their core products. I’ve included some examples of creative where I’ve owned concepting and execution that fit into this strategy.

Hero Product Evergreen

Our consistent evergreen strategy revolved around finding new and innovative ways to market their hero products. Understanding the highest demand products is key for working with a multi-SKU brand. Their priority products are based on cost, popularity, and individuality of the product. This would also include any new products that were connected to the core products. For example, Futuredew is a hero product, so pushing the new format for the product was a priority in order to build excitement and encourage purchases both.

Seasonal Pushes

Working on a client with such a wide variety of products, it is important to create strategy around marketing the correct products at the correct times. A big part of what orients our ad campaigns is what is seasonality popular, or how can we message specific products for the time of year. Featured are some examples of this that I build from start to finish.

Sale Creative

Creating marketing assets for sale periods is a necessary part of direct response marketing. You will see examples of this throughout the portfolio. Glossier gains a lot of their business from sale periods. Consistently we saw bold, discount focused creative to work on this account. The thematic blue is consistent through most of their sales as a part of brand consistency.

Creative Strategy

I’ve included an example of a high level Creative Roadmap at the end of a select few partnerships. This is a small window into the strategy work I do. It is not to illustrate exactly what we deliver to a client (as we would dive into more significant detail), but meant to give some insight into how I think about long-term strategy and planning for clients, and how they differ based on the company.