As the Copy Manager across Digital, I managed a team of writers and supervised messaging across e-commerce, app, and social channels for Victoria’s Secret Lingerie and Beauty. I collaborated cross-functionally to develop 360° campaigns that elevated brand copy around new collections, third-party brand collaborations, and seasonal stories.

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.