After a major re-org, Zappos tasked me with revamping their co-op marketing program to drive revenue, brand spend, and sentiment in Performance and Outdoor verticals. I led creative direction for Zappos Running and Outdoor Experiences, launching a 360 campaign in 45 days without a roadmap. I focused on establishing consistent branding in an environment without guidelines and aligning large cross-functional teams.

Through brand interviews, trend analysis, and cross-team collaboration, I created campaigns such as the successful “How to Run with Big Boobs” video for Brooks, which drove strong engagement and product sell-through. Partnering with an external agency, I developed inclusive, scalable brand identities that elevated performance marketing and set new creative standards.

The second phase of the year-long campaign focused on Zappos Outdoor, where we applied critical learnings from the Running Experience to maximize performance across platforms. The Outdoor campaign introduced a fresh style guide across the site and social. We collaborated with underrepresented voices, including Paralympic athletes, to create authentic, purpose-driven content like our story on "plogging." One of the highlights was a give-back component, where influencers received funds to donate to causes they care about, such as Amanda, a Down Syndrome advocate, who supported Healing Reins.

The campaign embodied the “Zappiness” of the Zappos brand—warm, happy, and quirky. Brands loved it, with some partners stating this was their favorite Zappos campaign in over 15 years. Despite challenges like pandemic-related logistics delays, the campaign hit all internal goals for the Branded Partnerships program and set a strong foundation for future initiatives and raised the bar for campaign content across Zappos.

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I led the creative direction for Webflow Conf, creating a bold, dynamic identity that captured Webflow’s innovative spirit. Our goal was to engage a creative audience while appealing to enterprise clients. We built a flexible brand system that highlighted the platform’s versatility, from college portfolios to major brands like Orange Theory.

Collaborating with internal teams and external vendors, we developed a scalable system that worked across all platforms, including motion graphics, swag, and social media. The result was a visually striking, cohesive brand experience that resonated with Webflow’s diverse community.

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