As Creative Director at Lovesac from 2016 to 2024, drove the creative vision that fueled the company’s extraordinary growth—from $60M to over $700M in revenue. Led the brand's evolution across all channels, crafting impactful strategies for awareness, conversion, CRM, e-commerce, direct mail, retail, wholesale, and beyond. Oversaw new product launches, brand activations, and key partnerships, ensuring cohesive, innovative campaigns that resonated with customers. Leadership and creative direction contributed to Lovesac's rise as a market leader, delivering dynamic, results-driven work that elevated the brand to new heights.
Partnered with senior leadership, brand teams, and consumer insights to shape and execute a dynamic brand strategy, including a full-scale rebranding and market repositioning. Led the creation of the company’s first comprehensive brand guide, continually refining it to ensure a consistent, premium presence across all channels.
Directed the creative, partnership and activation strategies across all channels, delivering impactful campaigns and messaging that drove engagement and market penetration. Collaborated closely with brand, research, and insights teams to ensure all communication strategies were informed by the latest market data.
Directed the strategy, and concept development for all 360° omni-channel creative campaigns that exponentially increased customer engagement. Each campaign contributed to significant improvements in brand health metrics, from awareness to purchase, with 42% of target customers stating that Lovesac is the “only brand they would consider.
Recruited and mentored a top-performing team of 10 designers, copywriters, and marketing professionals, fostering a collaborative (in-person and remote) environment with a rich culture that resulted in delivering top percentile engagement and internal CSAT scores year over year.
Partnered with senior leadership, brand teams, and consumer insights to shape and execute a dynamic brand strategy, including a full-scale rebranding and market repositioning. Led the creation of the company’s first comprehensive brand guide, continually refining it to ensure a consistent, premium presence across all channels.
Directed the creative, partnership and activation strategies across all channels, delivering impactful campaigns and messaging that drove engagement and market penetration. Collaborated closely with brand, research, and insights teams to ensure all communication strategies were informed by the latest market data.
Directed the strategy, and concept development for all 360° omni-channel creative campaigns that exponentially increased customer engagement. Each campaign contributed to significant improvements in brand health metrics, from awareness to purchase, with 42% of target customers stating that Lovesac is the “only brand they would consider.
Recruited and mentored a top-performing team of 10 designers, copywriters, and marketing professionals, fostering a collaborative (in-person and remote) environment with a rich culture that resulted in delivering top percentile engagement and internal CSAT scores year over year.
Led the full-cycle production of all Linear TV spots, from strategy to final execution. Collaborated with the brand, research, and insights teams to define key messaging and align strategy with consumer insights. Conducted focus groups to validate messaging priorities and refine concepts based on quantitative and qualitative learnings. Oversaw the development of animatics for testing, selecting the top-performing concepts to bring to life in production, ensuring impactful, data-driven commercial spots that resonated with target audiences.
Directed the end-to-end production of content for all channels, including photoshoots, video shoots, product shoots, training videos, and social media content. Led an in-house team and strategically recruited external vendors—photographers, videographers, production teams, set stylists, hair and makeup artists—to deliver high-quality, cohesive content. Ensured every project aligned with brand vision and maintained creative excellence across diverse formats.
