For the largest campaign executed during my 7 year tenure at the brand, we tapped Elsa Hosk for the face of our Fall ‘25 campaign. I directly managed contract negotiation, media planning and buying, and oversaw shoot production and content creation. I approached it with a 360 mindset, ensuring that the campaign appeared everywhere our target market was looking. That included the below:

• Digital advertising

• Organic social content - both highly produced and lo-fi

• OOH placements in 3 key domestic markets: high-impact mural, wildpostings, transit shelters, newstands, nighttime wall projection, traditional roadside bulletins, and on-premise kiosks and digital units in relevant shopping malls

• Posts on talent’s Instagram feed and stories

• Guaranteed paparazzi shot of talent wearing pieces from the campaign

It directly resulted in securing major wholesale accounts and an increase in Instagram followers. It also caught the attention of dozens of high-level influencer targets, resulting in valuable relationships and our highest revenue month on ShopMy to date.