PVH
At PVH, I led copy and content for a portfolio of women’s underwear brands, including True & Co and Warners.
I evolved True & Co.’s distinct voice—warm, empowering, and relatable to a millennial demographic—aligning it more closely with the zeitgeist to deepen cultural relevance and connection. I created new content franchises for social, including a best-performing horoscope series and paid performance videos that drove a 33% lift in conversion.
As Warners repositioned to reach a younger audience, I modernized outdated language while staying true to the brand’s storied, 150-year heritage. I created the first-ever copy guidelines, establishing a clear, consistent voice across channels. The refreshed messaging helped drive record results: Warners’ Spring 2023 ad campaign generated 3.9 million impressions and led to a significant sales lift from March 3–26.