Banana Republic
Managed the development of marketing strategies and brand campaigns for global affordable luxury brand with annual revenue of $2.6 billion. Led the development of unified platforms across: Advertising Campaigns, Digital, Social, WIS, Direct Mail, Licensing, Partnerships, and Events. Crafted brand programs and creative frameworks for International, Licensing, and multi-year Partnerships with AMC's Mad Men, Virgin America, Project Runway, and more. Collaborated with cross-functional business partners—including marketing, design, merchandising, and finance—to launch new concepts, sub-brands, and products, such as premium denim, handbags, eyewear, and personal care.
“City Stories” Campaign
Collaborated with internal creative teams and the external agency AR to develop a multi-dimensional brand campaign seamlessly integrated across key customer touch-points, including print, outdoor, online, direct mail, windows, in-store, and CRM. The campaign leveraged a strategic partnership with Virgin America to create the first branded channel on Red, Virgin’s in-flight entertainment system. This exclusive channel featured behind-the-scenes interviews with recording artists, unplugged performances, music videos, and Banana Republic’s Spring/Summer runway show.
The campaign spotlighted Grammy-nominated and award-winning musical talents, including Sara Bareilles, Liz Phair, OK Go, Tommy Torres, David Sánchez, Ayọ, Esperanza Spalding, David Garrett, and Chris Carrabba.
In collaboration with iTunes, Banana Republic curated a special album download, available as a free gift with purchase, featuring unreleased tracks, current singles, and classic hits from the campaign’s artists.
Banana Republic x AMC’s Mad Men.
“Mad About Style” Campaign
Led the development of the brand program and creative communications for a multi-year partnership with AMC’s Mad Men. The partnership was activated across key consumer touchpoints, including print, outdoor, direct mail, window displays, in-store signage, a casting call sweepstakes, website, social media, and events.
In subsequent years, we amplified the partnership by launching the first-ever limited-edition Mad Men-inspired capsule collection for men and women. The collection was developed in collaboration with Emmy Award-winning costume designer Janie Bryant, seamlessly blending the show's iconic 1960s aesthetic with Banana Republic’s modern design sensibility.
“Three Unforgettable Decades.” Banana Republic celebrated its 30th Anniversary with a classic fall advertising campaign that honored the brand’s heritage of delivering the best in city style. The campaign highlighted iconic lifestyle essentials across apparel, fragrance, eyewear, accessories and introduced Monogram, a new limited edition collection designed to reflect the brand’s signature sophistication and timeless appeal.
City Stories: The Fall 5. Highlighted 5 iconic wardrobe essentials for fall.
“Wish for Color” Holiday Campaign.
