noom was my first. my first high volume, performance driven, fast paced roller coaster ride that is the tech start up. and it was awesome. i built and nurtured a high performing creative team, helping drive record financial growth for the company; from 61 million in 2018 to over 400 million in 2020. using best practices and a highly iterative approach, our teams consistently delivered innovative solutions that met or exceeded the growth team’s performance objectives across all platforms, in a fast-paced ever-changing environment.
working directly with the founder for 10+ years, i helped create one of the most iconic voices in fashion advertising, and helped the company grow from an $85 million company with 1 brand, 6 stores and 5 product categories to an over $1 billion business with over 100 stores and 20 product categories across 4 brands. i worked a lot. learned a lot. cursed a lot. and wouldn’t have had it any other way.
20th anniversary campaign photographer richard avedon (i have a good avedon story, ask me about it)
skinny bitches. the new new black. anna. it must be fashion week.
you’re invited…
that's right, dressbarn. got a problem with that?
ahem… pottery barn… pizza hut… radio shack...
dresses are in the dna at dressbarn. literally. so when the smart people there decided to own it, they asked me to help. mission: reach fashion influencers, elevate the brand and become famous for the dress.
say hello to dressbar.
a new digital experience dedicated to all things dress, with designer partnerships, influencer collaborations and dresses, dresses, dresses. site navigation was designed to reflect the way she shops... by where she’s going or by her current mood. because, moods.
as a trailblazer in sustainability in fashion, eileen fisher was asked to be a keynote speaker at the copehagen fashion summit on sustainability, and i was tasked with creating a video to introduce her. while she was not keen to speak on her behalf, plenty of other notable people in the industry were. if you ever want to feel unworthy, do some research on eileen and this brand.
i am fascinated with death. i laugh when people fall. i get a kick out of watching bad dancers, who doesn’t? i think people should say what they are thinking. even if it hurts. especially if it hurts. i think cards should speak like we do. or at least, like i do.
meet my baby.
will work for shoes.
the american foundation for aids research… the kind of client you hope goes away.
confession time… i am sophie. and this is my blog. for the younger, hipper, possibly dirtier side of talbots.
hired by peterson milla hooks to develop and launch my scene, a new line of mattel dolls created to compete with those market-share stealing bratz dolls. i named them, created their backstories, developed online webisodes, print, tv and ooh ads, and taught them about birth control. not really, they’re dolls. an instant success, my scene saw multiple product extensions, tv shows and even a movie featuring an animated lindsey lohan. a personal proud moment… their very own mcdonald’s happy meal.
