I led the campaign concepting, creation and development for several new product launches, plus holiday 2020 (including integrated campaign decks, site, social, email, product and packaging copy, in-store displays, wild postings, billboards and videos). I also proposed and implemented a new on-shelf wayfinding system, developed a new brand messaging platform and corporate tagline, created voice and editorial guidelines and spearheaded an internal brand copy audit as well as a competitive messaging and keyword analysis.