Senior brand leadership for founder-led fashion, beauty, and wellness brands.

How I Work
About Stevie Wilson

Brand and editorial leadership at scale.

Sixteen years building the voice systems, brand strategies, and editorial frameworks behind lululemon, Aritzia, Banana Republic, and more. I work with founder-led brands who've outgrown their origin story or content strategy, and need senior brand leadership to scale what's next.

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  • For founder-led brands who've outgrown their origin story. I build the positioning architecture, market orientation, persona and customer development, messaging hierarchy, and brand narrative that gives your whole team something to work from — and something to say.

    Creative-led strategy, not framework-heavy consulting.

  • Concepts, story arcs, and channel planning that compound into a brand — not just content.

    I lead the creative strategy across social, email, web, and experiential, and manage production partners through execution. You get senior creative direction without building a full in-house team.

  • Brand voice development, copy systems, team leadership, and writing when it counts. I can build the voice guide and write the launch campaign — most people only can do one or the other.

Selected Work

Who I Work With

You've built a brand with real traction.
Product-market fit.
Customers who keep coming back.
A small team doing a lot with a little.

But growth has plateaued. Your voice isn't landing consistently across channels. Tactics that worked at launch aren't compounding the way they used to. And the brand that lives in your head hasn't fully made it onto the page — or into your team.

This is the moment brand infrastructure makes the difference.

See How I Work