Organic Social Strategy
Nordstrom 2025 Holiday Campaign
For Nordstrom, I helped translate a broader omnichannel holiday campaign into a socially native concept that could cut through during the most competitive retail moment of the year. This led to the development of “Nordstrom Giftline,” an interactive gifting hotline brought to life as a multi-part social series.
I led the social strategy for the activation, including influencer and brand founder sourcing, creative briefing, and end-to-end content development. This included partnering closely with brand founders (e.g., Steve Madden) and high-reach lifestyle creators to ensure each participant was positioned in a way that felt authentic, entertaining, and aligned with their audience.
I also developed and delivered creative briefs and social frameworks that guided both talent and internal teams on tone, storytelling approach, and platform-native execution—ensuring the concept felt native to social rather than adapted from traditional campaign assets.
At its core, the campaign was built around community-driven gifting, inviting audiences to engage directly by sharing what they were shopping for and receiving real-time, personality-driven recommendations from “Giftline experts.”
The series drove strong reach and engagement during the peak holiday season and demonstrated the power of interactive, creator-led storytelling to elevate traditional retail campaigns into culturally relevant social moments.
Top Shelf Beauty
At Neiman Marcus, I led the strategy for “Top Shelf Beauty,” an organic social series created to spotlight priority beauty brands and support merchandising and CO-OP goals.
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The series combined expert-led storytelling and influencer content to position Neiman Marcus as a trusted destination for luxury beauty discovery.
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It quickly evolved into an ongoing content franchise, driving stronger engagement, repeat viewership, and deeper brand affinity within the beauty audience.
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It also evolved into a repeatable influencer content engine, driving ongoing creator participation across the series.
Fashion Month - Spring 2023
At Neiman Marcus, I led the integrated social and content strategy for Fashion Month, leveraging it as a key tentpole moment to drive brand relevance, editorial authority, and commerce through curated storytelling across owned, earned, and e-commerce channels.
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The goal was to break through a saturated Fashion Week landscape by positioning Neiman Marcus as a trusted fashion curator, translating runway inspiration into real-time, shoppable content and insights.
I developed a three-pillar framework—Own the narrative, Earn cultural relevance, and Convert through curation—to guide execution across channels.
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On owned channels, I led real-time social content across IG, TikTok, and Stories, alongside weekly e-commerce trend recaps that connected runway moments directly to shoppable product. On earned channels, I activated influencers and media partners to amplify our Fashion Week presence, including event coverage and editorial commentary that expanded reach and credibility.
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The campaign strengthened Neiman Marcus’ positioning as a fashion authority while driving measurable impact, including a 40% increase in Fashion Week social engagement, a 30% lift in traffic to curated trend edits, and 20+ pieces of earned influencer and press coverage.
How it came to life:
Shoppable Moments
Real-Time Social-First Content
Fashion Month - Fall 2022
At Neiman Marcus, I led the integrated Fashion Month social strategy to extend and amplify the seasonal campaign, “Live Your Luxury,” positioning the brand as a modern authority in fashion while connecting aspirational storytelling to shoppable experiences in real time.
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The objective was to cut through a saturated Fashion Week landscape by reinforcing brand equity and translating campaign messaging into culturally relevant, commerce-driven content.
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I built a cross-channel strategy that bridged inspiration and action across owned, earned, and e-commerce touchpoints, ensuring all content laddered back to a unified luxury lifestyle narrative.
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On owned channels, I led real-time social content across IG, TikTok, and Stories, alongside weekly editorial-style recaps that connected runway and street style trends directly to in-season product. On earned channels, I activated influencer partnerships and event coverage through a brand-hosted Fashion Week experience, generating UGC and organic amplification.
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The campaign strengthened the impact of “Live Your Luxury” across Fashion Month, driving a double-digit increase in engagement, strong influencer and press coverage from Fashion Week activations, and reinforcing the brand’s positioning as a curator of both trend and lifestyle during a peak cultural moment.
How it came to life:
Shoppable Moments
Real-Time Social-First Content
Event Coverage
Camp Neimans Social & Influencer Activation Brand Trip
At Neiman Marcus, I led the content strategy and execution for the “Camp Neimans” experiential event, designed to bring the Summer Camp campaign to life through an immersive IRL experience and extend it into a scalable digital moment across social and influencer channels.
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The goal was to transform a press and influencer event into a high-performing content engine that deepened audience connection, drove social engagement, and reinforced the brand’s authority in fashion and lifestyle storytelling.
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I developed a three-part amplification strategy across owned, influencer, and editorial channels, creating a seamless loop between real-time event moments and post-event digital storytelling.
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On owned channels, I led real-time coverage across Instagram, TikTok, and Stories, capturing behind-the-scenes moments, influencer arrivals, and styled content that built immediacy and FOMO. Post-event, we extended the narrative through curated recaps and UGC-driven storytelling.
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On the influencer and editorial side, I activated attending creators to share organic content from their POV while enabling editors with ready-to-share assets to streamline amplification across social platforms.
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The campaign drove a significant increase in engagement across Instagram and TikTok during event week, generated strong UGC and conversation around #CampNeimans, and extended the life of the campaign through sustained post-event content performance.
How it came to life:
Shoppable Moments
Influencer
