POSITIONS HELD
Brand & Product Dev Manager | 2020-2021
(First Employee)
TABLE OF CONTENTS
Brand & Product Development
DTC Launch
Retailer Pitching
Promotional Merchandise
Holiday Campaign
Content Development
Awards & Recognitions
Introducing Luma & Leaf
Luma & Leaf is a skincare brand on a mission to illuminate the skin-obsessed and the skin-confused with clean products that make a difference.
Brand & Product Development
Conducted consumer research across over 4,000 women to develop the Luma & Leaf brand from initial concept to consumer launch, including development of the brand identity and voice, future product roadmap, and packaging. The launch was inclusive of five products across three debut collections, with three more products and one more collection launching shortly after.
DTC Launch
Spearheaded the direct-to-consumer launch of the Luma & Leaf brand, including leading the development of a 15+ page custom-built Shopify website, email flows, and all organic and paid channel assets.
HIGHLIGHTS & IMPACT
Luma & Leaf won an Integrated Brand Identity Campaign award with the American Advertising Federation (2022).
Luma & Leaf won a Brand Packaging award with the American Advertising Federation (2022).
Luma & Leaf won a Consumer Website award with the American Advertising Federation (2022).
Retailer Pitching
Led the development of a 28-page retail deck to pitch Luma & Leaf to major beauty and lifestyle retailers, including Sephora, Target, URBN, and Whole Foods.
HIGHLIGHTS & IMPACT
As of Feb 2024, Luma & Leaf is available at Whole Foods nationwide.
Promotional Merchandise
Led the development of promotional merchandise to surprise & delight our community, extending the brand's presence beyond the bathroom.
Spearheaded a philanthropic partnership with Project Glimmer, leading the creation of scrunchies inspired by their signature red shade and Luma & Leaf's plant-powered formulas, with 20% of proceeds donated to the cause.
HIGHLIGHTS & IMPACT
Luma & Leaf won a Promotional Merchandise award with the American Advertising Federation (2022).
Holiday Campaign
Oversaw the production and art direction of Luma & Leaf's first Holiday campaign, ensuring seamless integration across all digital touchpoints.
HIGHLIGHTS & IMPACT
Luma & Leaf won a Holiday Campaign award with the American Advertising Federation (2022).
Content Development
Directed Luma & Leaf's content strategy for The Greenery blog, emails, and organic/paid social channels, encompassing copywriting and art direction.
Awards & Recognitions
American Advertising Federation
Orlando, 2022
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Earned a gold AAF award for the development of the Luma & Leaf direct-to-consumer website.
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Earned a gold AAF award for the development of Luma & Leaf’s promotional merchandise.
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Earned a silver AAF award for the development of Luma & Leaf’s brand launch campaign.
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Earned a silver AAF award for the development of Luma & Leaf’s first holiday launch campaign.
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Earned a silver AAF award for the development of Luma & Leaf’s product packaging.