At PVH, I led copy and content strategy across a portfolio of women’s intimate brands, including True & Co. and Warners, helping each brand find a more distinctive and resonant voice in a rapidly changing cultural landscape.

For True & Co., I evolved the brand’s voice around what made it unique: warmth, confidence, and an authentic understanding of the everyday lives of millennial women. I developed new storytelling platforms for social, including a best-performing horoscope series and paid performance content that helped drive a 33% lift in conversion.

With Warners, I helped reintroduce a heritage brand to a younger generation by refreshing its language and tone while honoring its 150-year legacy. I created the brand’s first-ever copy guidelines, establishing a clear foundation for how Warners showed up across channels. The refreshed messaging contributed to record campaign performance, with the Spring 2023 campaign generating 3.9 million impressions and driving a significant sales lift during the campaign period.