My Role When I stepped in, the opportunity wasn't just to make things look better. It was to build a system that could sustain better across categories, across seasons, across an organization where creative, merchandising, and e-commerce all have a seat at the table and a stake in the outcome.

My Approach I partnered directly with merchandising and e-commerce stakeholders to ensure the creative wasn't just on-brand, but on-target. Scope included: seasonal look-and-feel direction across Home, Lifestyle, and Kids, vendor and internal stakeholder management, Concept review, shoot planning, and final asset delivery.

The Result Multi-platform campaigns reaching tens of millions of customers nationwide.