Brand and editorial leadership for category-defining lifestyle brands.

Brand and Creative Executive with 16+ years leading voice, narrative, and content systems at Banana Republic, Aritzia, lululemon, Article, and Formula Fig. I've named the franchises, written the voice systems, scaled the teams, and led the campaigns that drove cultural pickup and commercial impact.

Get in Touch
Get in Touch

Selected Work

Brand and editorial leadership at scale.

Sixteen years building voice systems, leading creative organizations, and translating brand strategy into campaigns that move culture and the business. I've led teams of 50+, co-authored brand repositionings tied to comp sales, and built the editorial frameworks that brands like Banana Republic and lululemon still run on.

Currently leading brand and content at Commune. Open to Senior Director and VP roles in Brand, Editorial, and Creative.

Get in touch → hello@steviewilson.ca

Learn More
Learn More

  • Brand and Creative Executive with 16+ years leading voice, narrative, and content at category-defining lifestyle brands — Banana Republic, Aritzia, lululemon, Article, and Formula Fig. Equally fluent in strategy and execution: the rare leader who can shape brand direction and write the words that bring it to life. Based in Vancouver, working globally.

  • Founders and executive teams at lifestyle, beauty, wellness, fashion, and intimates brands. Companies between $2M and $50M in revenue with product-market fit and a team — even a small one. People building category-defining brands who've outgrown what got them here and need senior brand leadership to scale what's next.

I offer fractional
and project-based engagements.

Selective brand and creative leadership for founder-led lifestyle, beauty, and wellness brands between $2M and $50M in revenue. I work with executive teams ready to sharpen what they stand for, refine how they show up, and build the systems to scale it.

Explore Engagements
Explore Engagements

    • Whitespace research & competitive mapping

    • Market orientation analysis

    • Brand storytelling pillars & messaging framework

    • Positioning strategy for new launches or repositioning

    • Voice archetype and tone-ladder frameworks

    • Key messaging patterns, approved vocabulary, and brand grammar

    • Guidelines for consistency across all channels (web, email, social, ads)

    • Strategic direction for voice in campaigns, product launches, and content

    • Campaign brief development and strategic messaging direction

    • Voice architecture for product launches and brand moments

    • High-stakes brand and copy systems for new ventures and rebrands

    • Strategic copywriting led by 16+ years of brand experience

    • Content ecosystem audit & gap analysis

    • Audience segmentation, journey mapping, and messaging pillars

    • Editorial calendar strategy and content mix recommendations

    • Team workflows, governance, and performance measurement frameworks

    • Assessment and optimization of creative operations

    • Systems and infrastructure to scale creative output efficiently

    • Tools and processes for cross-functional collaboration

    • Executive-level guidance for operational clarity and alignment

    • Campaign strategy and planning across product, brand, and marketing initiatives

    • Coordination of creative, media, and content strategies to maximize impact

    • Oversight of execution while maintaining strategic alignment

    • Measurement frameworks linking campaigns to business outcomes

    • Leadership support for creative and brand functions

    • Organizational design & team structure guidance

    • Mentorship frameworks for senior and emerging talent

    • Scalable processes, templates, and playbooks to enable high-performance