As part of my portfolio as Editorial Copy Director, I built a brand new team of writers and turbocharged a very traditional brand with a lively brand voice and innovative editorial content.

The 50,000-Foot View

This example of a Lord & Taylor homepage offers an overview of the editorial tone I developed for the digital experience. This brand was highly promotional and less editorial than Saks when I took the reins, but we soon developed compelling fashion stories with ideas and words that updated the brand and informed its customers.

Rethinking the Men’s Business

I worked with my team and cross-functional partners to develop a true editorial experience for a simple landing page, spotlighting important brands and telling customers why they matter.

The Beauty Highlighter

Borrowing a page from our Saks business, I led the creative development and execution of a monthly refresh that elevated the trends-of-the-moment defining the beauty space.

Catching the Contemporary Shopper

Elevated and eye-catching editorial content has always been the defining characteristic of my teams. Here, a season trend report spotlighted what matters to our younger customers with a smart tone and a clear editorial perspective.

The Contemporary Shop

A beautiful encapsulation of the brand direction and voice I developed: urgent yet playful, written with a wink and reason to click. Evolving this brand meant fighting headwinds from competitors and the old guard at Lord & Taylor, but the results are clear and the business reflected it.