The story is the strategy.
Fractional Head of Brand & Narrative for founder-led fashion, beauty, and wellness. Sixteen years inside brands like lululemon, Aritzia, and Banana Republic.
WHY I EXISTTo give brands the story, the voice, and the system to grow on what they stand for, not what they spend.
MY EXPERTISEUsually this is three hires. A strategist. A writer. Someone who makes the team ship. I'm the overlap.
SHARPEN
Positioning, story, white space, audience. What your brand stands for and why it matters.
ARTICULATE
Voice, messaging architecture, the writing itself. The guide and the launch copy, from the same hand. Team leadership and cross-functional onboarding.
OPERATIONALIZE
Content systems, campaign rhythm, briefs, cross-functional process. How the story ships every year, quarter, and week without losing steam.
SELECTED WORK-
![Two women holding hands and smiling at each other outdoors with rocky landscape in the background, one wearing a white dress, the other in a beige coat and dress.]()
Banana Republic
Voice and narrative architecture for a global repositioning; 50-person creative org.
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![Commune]()
Commune
Brand voice and content systems that drove +62% conversion and 3× revenue, with no paid acquisition.
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Formula Fig
Brand content and editorial direction through a period of 40% YoY growth.
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![Four skincare bottles with pump dispensers arranged in a row on a gray surface.]()
epi.logic
Brand voice and content strategy for the clinical skincare brand.
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![A woman in sportswear, including a purple puffer vest, pink long-sleeve shirt, and gray jacket, poses outdoors against a clear sky, with a mountainous landscape in the background.]()
lululemon
Messaging and strategy for the Roksanda x lululemon collaboration and International Day of Yoga.
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![A bright dining room with wooden furniture, a window with trees outside, and a bowl of fruit on the table. Part of a child's head is visible in the foreground.]()
Sundays
Narrative development, scripting, and copywriting for Sunday’s bestsellers campaign.
WHO THIS IS FOR