Digital Merchandising, Editorial Storytelling & Fashion Discovery
Selected work spanning luxury retail, emerging designer marketplaces, and omnichannel commerce.
NOT JUST A LABEL
Not Just A Label (NJAL) is a global fashion marketplace and discovery platform connecting 50,000+ independent designers across 150+ countries with consumers, buyers, and media.
Scope: Led digital merchandising and discovery strategy across NJAL’s global marketplace, curating emerging designers and shaping how brands, products, and trends were surfaced to consumers. Responsibilities included designer scouting, homepage strategy, category architecture, editorial storytelling, campaign launches, product curation, and marketplace merchandising designed to drive both fashion discovery and commercial performance.
Global Fashion Discovery Platform
Opportunity: Help customers navigate and discover emerging fashion brands within a multi-storefront marketplace representing thousands of independent designers worldwide.
Approach: Led digital merchandising and discovery strategy across NJAL’s global marketplace, curating designers, trends, collections, and editorial content to create a highly navigable and inspiration-driven shopping experience.
Impact: Curated designers from 150+ countries and helped shape how emerging fashion was discovered and contextualized within a global marketplace.
Designer Storytelling & Marketplace Curation
Opportunity: Differentiate NJAL from traditional ecommerce platforms through editorial storytelling and designer discovery.
Approach: Developed homepage features, designer spotlights, trend stories, and curated collections that connected customers with emerging brands from around the world.
Impact: Created a more engaging marketplace experience that balanced fashion inspiration with commercial performance.
Strategic Partnerships & Community Activations
Selected partnerships and initiatives designed to support emerging designers, expand platform visibility, and create meaningful engagement between brands, retailers, industry partners, and consumers.
PANTONE X NJAL
Color, Community & Designer Discovery
Opportunity: Introduce Pantone’s professional color tools to NJAL’s global designer community while expanding awareness of independent fashion brands within the marketplace ecosystem.
Approach: Identified and cultivated a strategic partnership opportunity with Pantone, managing end-to-end execution across webinars, digital activations, marketplace merchandising, and community engagement initiatives. Personally selected participating designers, curated featured products, developed merchandising strategy for the digital storefront, and served as moderator for the final Pantone x NJAL panel discussion. Pantone frequently partners with brands and organizations to extend its color expertise, trend forecasting, and creative tools into new communities and industries.
Impact: Connected thousands of independent designers with Pantone resources while creating a highly visible co-branded activation that strengthened engagement across both communities.
JOOR X NJAL
Emerging Designer Wholesale Acceleration
Opportunity: Help emerging designers access wholesale opportunities and digital showroom technology at a time when traditional fashion week and wholesale channels were disrupted by the pandemic.
Approach: Managed NJAL’s partnership with JOOR, personally idetifying and selecting emerging designers to receive complimentary access to JOOR’s digital wholesale platform, helping brands navigate digital wholesale opportunities during a period of industry disruption. Supported onboarding, education, and adoption while helping designers navigate the transition into digital wholesale selling. During COVID, digital showrooms and virtual wholesale platforms became critical tools for connecting brands and retailers remotely.
Impact: Expanded wholesale opportunities for independent designers while helping bridge the gap between emerging brands and retail buyers during a period of significant industry disruption.
Digital Fashion Community Initiatives
Supporting Emerging Designers During COVID
Opportunity: Create visibility and engagement opportunities for graduating fashion students and emerging designers who lost access to traditional fashion shows, exhibitions, and industry networking opportunities during the pandemic.
Approach: Developed and managed a series of digital activations including the Offcut Virtual Fashion Show, an interactive live-streamed fashion experience featuring audience participation and voting. Also launched social-first community initiatives connecting students and designers from institutions including London College of Fashion, IED Barcelona, and Offcut through collaborative storytelling and peer-to-peer content creation.
Impact: Increased engagement across NJAL’s social channels, generated meaningful visibility for emerging designers, and fostered connections between creative communities during a period of industry-wide disruption. Selected social activations generated 24k+ reach and meaningful engagement for participating designers.
PERI.A BOUTIQUE
Peri.A is a luxury, curator-led fashion boutique known for its distinctive mix of emerging designers, exclusive pieces, and rare vintage. With locations in Los Angeles and Aspen, the brand blends experiential retail with a discovery-driven ecommerce experience.
Scope: Led e-commerce and digital merchandising across a two-store omnichannel business, owning online curation, product storytelling, launches, category strategy, and conversion optimization — translating Peri.A’s in-store discovery experience into a compelling, revenue-driving digital destination.
Editorial Email Merchandising
Opportunity: Differentiate from traditional promotional email marketing through storytelling and inspiration.
Approach: Developed highly visual, trend-led product edits combining fashion, accessories, and lifestyle products into cohesive narratives inspired by cultural moments, color trends, and seasonal themes.
Impact: Strengthened brand identity while creating more engaging pathways for product discovery.
Curated Designer Boutique
Opportunity: Translate a highly curated, experiential boutique environment into a compelling ecommerce experience.
Approach: Led assortment curation, category merchandising, and digital storytelling across a multi-brand luxury boutique featuring emerging and established designers. Organized products through color stories, outfitting opportunities, and editorial merchandising principles designed to encourage discovery.
Impact: Translated Peri.A’s highly curated in-store experience into a discovery-led digital destination that strengthened brand identity, increased product engagement, and supported conversion growth.
Social Content & Brand Storytelling
Opportunity: Extend merchandising stories beyond the website and into social channels.
Approach: Concepted and executed editorial content highlighting key designers, trends, and styling narratives while maintaining a distinct brand voice.
Impact: Reinforced brand positioning and increased customer engagement across channels.
FRED SEGAL
Fred Segal is a Los Angeles fashion and lifestyle retailer known for its curated mix of established and emerging brands, California-inspired point of view, and discovery-driven shopping experience.
While there, the company operated seven U.S. stores alongside a national ecommerce business spanning fashion, accessories, vintage, lifestyle, and gifts.
Scope: Led ecommerce merchandising, homepage strategy, campaign launches, editorial content, category curation, email marketing, and CRO across a seven-store omnichannel business.
Editorial Commerce & Homepage Storytelling
Opportunity: Translate Fred Segal’s curated in-store discovery experience into a compelling digital destination.
Approach: Developed homepage stories, seasonal edits, trend-driven campaigns, and product narratives that blended luxury, emerging designers, and cultural relevance into a cohesive customer experience.
Impact: Transformed the homepage from a transactional storefront into a discovery-led shopping experience that encouraged cross-category exploration and supported conversion.
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Email Merchandising & Trend Curation
Opportunity: Increase engagement by moving beyond promotional messaging toward more inspirational content.
Approach: Created trend-led product edits, lifestyle-driven outfitting concepts, and category stories that connected customers to new arrivals, emerging trends, and key merchandise priorities.
Impact: Strengthened customer engagement while supporting product discovery and commercial objectives.
Visual Merchandising & Brand Storytelling
Opportunity: Vendor-supplied imagery created an inconsistent customer experience and failed to communicate Fred Segal’s distinct point of view.
Approach: Secured buy-in and launched Fred Segal’s first in-house eCommerce photography program to replace inconsistent vendor imagery and establish a cohesive brand point of view. Led casting, styling, shot selection, and creative direction while establishing visual merchandising standards that brought consistency, storytelling, and brand identity to product presentation. Fashion retailers increasingly use product imagery and styling to communicate lifestyle, brand identity, and product context beyond basic ecommerce photography.
Impact: Elevated the online customer experience, strengthened brand consistency, and transformed product imagery from a functional asset into a storytelling and merchandising tool.
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PS24 eCom PDP - Fred Segal
TRINA TURK
Trina Turk is a California lifestyle brand known for bold prints, vibrant color, and a distinctive West Coast point of view. The business spans women’s, men’s, swim, accessories, home, retail stores, wholesale, and ecommerce. Inspired by architecture, design, and California culture, the brand blends fashion, lifestyle, and storytelling.
Product Mix: Women’s, Men’s, Residential
Scope: Led digital, product, and email merchandising across a five-store omnichannel business, driving assortment strategy, category performance, homepage storytelling, campaign launches, operational execution, and conversion optimization.
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Homepage Redesign & Digital Storytelling
Opportunity: The homepage had become promotion-led and lacked a cohesive merchandising narrative.
Approach: Partnered with Creative to transform the homepage into a story-driven destination centered around seasonal themes, product discovery, and curated shopping experiences. Introduced editorial merchandising principles that connected campaigns, categories, and inventory priorities.
Impact: Shifted the homepage from promotion-led to discovery-led merchandising, improving product visibility, category engagement, and overall site performance.
HP 2025 - AFTER
Shifted homepage from promotion-led to story-led merchandising, improving product discovery and seasonal storytelling.
HP 2024 - BEFORE
Product Presentation & PDP Enhancements
Opportunity: Customers lacked the visual context needed to fully understand product fit, movement, and styling.
Approach: Introduced PDP video content and enhanced product presentation standards to create a more immersive digital shopping experience and reduce friction within the purchase journey.
Impact: Improved customer engagement and supported stronger conversion across key categories.
CURATED PLP
Reorganized category presentation around color stories and outfit building to create a more editorial shopping experience.
INITIATED PDP VIDEOS
Introduced PDP video content to showcase fit, movement, and styling. The initiative elevated product presentation, enhanced the customer experience, and generated versatile creative assets for paid and digital marketing channels.
Social Merchandising & Influencer Partnerships
Opportunity: Bring editorial merchandising beyond the website and meet customers where they discover fashion.
Approach: Recognized an opportunity to evolve the brand’s visual identity and reach a new customer through an emerging creator whose personal style reflected the more modern, fashion-forward direction we wanted to establish. Partnered with the Social team on product selection and styling to extend seasonal merchandising stories beyond owned channels. Each story directed customers to curated landing pages and seasonal edits, extending our merchandising strategy across channels.
Impact: The collaboration generated strong engagement, drove meaningful traffic to the site, and expanded product discovery by showcasing the assortment through an authentic editorial lens.
@indiadebeaufort
Navigation & Category Discovery
Opportunity: Key revenue-driving categories, particularly Dresses, lacked the navigation depth and filtering capabilities needed to support discovery and conversion.
Approach: Redesigned site taxonomy, expanded category architecture, enhanced filtering, and launched dedicated shopping destinations to better align customer intent with assortment strategy. Combined customer behavior insights with inventory analysis to improve both discoverability and stock productivity.
Impact: Improved product discovery, strengthened category performance, and drove measurable gains in conversion and sell-through.
