Retail Moments at Scale
Creative direction across seasonal app campaigns, in-app events and paid media.
Includes a collaboration with Disney, developing campaign creative aligned to brand guidelines across digital and in-app environments.
Led creative direction across Macy’s seasonal retail calendar, delivering monthly campaign refreshes across App Store, Play Store, In-App Events and paid media.
Built scalable creative systems designed to balance cultural relevance with performance-driven objectives during high-volume trading periods.
Macy’s x Disney Collaboration
Developed campaign creative as part of a collaboration with Disney, ensuring alignment with both brand identities while delivering cohesive, multi-channel output across digital and in-app touchpoints. I Worked within established brand guidelines to maintain consistency, while adapting creative to suit campaign objectives and audience engagement.
Holiday 2025 — A Heritage Trading Peak.
As Macy’s highest-volume trading period, Holiday demanded a flexible creative system capable of scaling across App Store, Play Store, In-App Events and paid acquisition.. Anchored by the Thanksgiving Day Parade and long-standing seasonal brand equity, the system balanced heritage storytelling with performance-driven messaging.
Paid Social Adaptation.
Creative system translated into performance-led paid formats, introducing stronger offer hierarchy and urgency cues.
Valentine’s 2025 — A Curated Gifting Moment
Following peak Holiday trading, Valentine’s required a tonal shift toward curated gifting and more intimate product storytelling. The creative system adapted to softer visual hierarchy, tighter product framing and emotionally-led messaging across storefront and paid placements.
