Stevie Wilson is a brand strategist and creative leader with nearly 20 of experience across fashion, retail, and lifestyle.

She originally trained as a historian, studying historiography and working in public history before moving into marketing. This early work — analyzing how narratives are constructed, interpreted, and carried forward — continues to shape her approach to brand today.

Stevie began her career as a copywriter, developing a deep respect for the role language plays in shaping how brands are understood. That craft foundation still informs her leadership, ensuring strategy, storytelling, and execution remain closely connected across teams and touchpoints.

With experience spanning some of North America’s most recognized brands, Stevie has led brand evolution during moments of growth and transformation. During a pivotal period at Banana Republic, she served as Director, Global Copy and Editorial, refining the brand’s voice and narrative architecture in alignment with Gap Inc.’s global repositioning. She directed editorial strategy, product education, and multi-channel storytelling to create a more cohesive and elevated expression of the brand across divisions. Her work contributed to +4% comp sales in Q4 FY2024.

Her leadership experience spans Sr. Director, Brand Content at Formula Fig (40% YoY growth, executive team), Associate Creative Director, Copy and Content at Article (DTC scale to $750M), the Global Brand Team at lululemon, and the Brand Creative Team at Aritzia (where she and her team named the Super Puff franchise).

She currently runs Stevie Wilson Creative, advising and supporting select brands on strategy, voice, and creative leadership — including Commune (London-based wellness and lifestyle), Sundays Furniture, and an emerging Vancouver intimates brand. She is actively exploring her next full-time leadership role in beauty, wellness, apparel, and DTC.

Stevie believes creative is not simply an output — it is an operating principle. She approaches brand as both narrative and infrastructure, pairing aesthetic discernment with operational precision. In her view, the most enduring brands do not chase attention; they build meaning. Sustained growth comes from clarity of vision, disciplined execution, and teams empowered to do their best work.

For full-time hiring conversations or consulting inquiries → hello@steviewilson.ca