As Copy Manager across Digital, I led a team of writers in shaping the brand voice across e-commerce, app, and social channels for Victoria’s Secret Lingerie and Beauty. I partnered with cross-functional teams to deliver 360° campaigns that brought new collections, third-party collaborations, and seasonal stories to life—elevating the brand’s storytelling across all digital touchpoints.

As Victoria’s Secret worked to modernize its image, I helped shape more empowering and authentic storytelling that propelled the brand forward. When COVID-19 hit, we deepened our commitment to inclusivity by casting diverse, unretouched models who shared their hopes, struggles, and everyday realities. This shift, paired with a more genuine and relatable brand voice, resonated strongly, boosting our key performance benchmarks by 17% within a month.