Victoria's Secret
As the Copy Manager for Digital, I managed a team of writers and supervised copy across the site, app, and social channels for Victoria’s Secret Lingerie and Beauty. I collaborated cross-functionally to develop 360° campaigns that elevated messaging around new collections, brand collaborations, and seasonal stories.
As Victoria’s Secret worked to modernize its image, I helped shape 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.
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When women come together, amazing things happen. This is a behind-the-scenes peek into our Spring Preview campaign, shot by Zoey Grossman.
Bra construction is everything. We created a behind the scenes video series with the bra experts at Victoria’s Secret to showcase the process, from concept to final product.
At Victoria’s Secret, we collaborate with third-party brands on exclusive collections. Our partnership with For Love & Lemons is one of our most successful. Here is an Instagram story we created, featuring Georgia May Jagger.
