TRINA TURK
Trina Turk is a California-based contemporary fashion and lifestyle brand known for its bold prints, vibrant color, and modern, optimistic aesthetic.
Founded in 1995, the brand draws inspiration from the architecture, art, and energy of the West Coast, offering women’s ready-to-wear, swim, accessories, and the Mr Turk menswear line.
During my time at the brand, Trina Turk operated five U.S. boutiques alongside a national wholesale footprint and a robust omnichannel e-commerce business integrating digital merchandising, storytelling, and retail to drive customer engagement and revenue.
Scope: Product, eCommerce, and site merchandising across a seven-store omnichannel business, encompassing assortment strategy, category performance, launches, homepage and campaign storytelling, operational execution, and CRO.
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HP 2025 - AFTER
HP 2024 - BEFORE
CURATED PLP
INITIATED PDP VIDEOS
MEASURABLE IMPROVEMENTS TO SITE NAVIGATION
FRED SEGAL
Fred Segal is an iconic Los Angeles–born fashion and lifestyle retailer, synonymous with California cool and curated, experiential retail since its founding in 1961. The brand built a reputation as a trendsetting destination for elevated casualwear, emerging designers, and a style-driven customer seeking a blend of laid-back luxury and cultural relevance.
While I was there, Fred Segal operated seven U.S. stores alongside a national e-commerce platform — balancing curated brick-and-mortar experiences with a growing digital business focused on storytelling, product discovery, and conversion optimization.
Scope: eCommerce, site merchandising, homepage and campaign storytelling, product launches, category curation, and CRO across a seven-store omnichannel business.
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PS24 eCom PDP - Fred Segal
PERI.A BOUTIQUE
Peri.A is a luxury, curator-driven fashion boutique founded by Peri Arenas, known for its distinctive mix of emerging designers, exclusive pieces, and rare vintage. With locations in Los Angeles and Aspen, the brand blends high-touch, experiential retail with a digitally driven shopping experience, serving a fashion-forward customer who values individuality, discovery, and elevated style.
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.
NOT JUST A LABEL
Not Just A Label (NJAL) is a global digital fashion platform and marketplace connecting independent designers from around the world with consumers, buyers, and media. With a network of 50,000+ designers across 150+ countries, NJAL functions as both a virtual showroom and e-commerce destination, offering highly curated access to emerging, contemporary, and avant-garde fashion. The platform blends editorial storytelling, designer profiles, and product discovery to create a discovery-led shopping experience that champions creativity, inclusivity, and direct-to-consumer fashion.
Scope: Owned the global online shopping experience across NJAL’s multi-designer marketplace, including homepage strategy, category architecture, product curation, designer storytelling, campaign launches, and conversion optimization.
