“Florals for spring? Groundbreaking.”

I believe in the power of storytelling. I believe that a great brand is a story well told. I believe in curiosity. I’m an optimist; I believe that there are still new things to say, not just old ideas refashioned as new ones. And moreover, I believe that if you don’t enjoy writing it, they won’t enjoy reading it.

Every creative who’s been at a brand for any amount of time knows the daunting task of reinvention, of outdoing the previous season’s successful launch. There’s no question that it takes a certain kind of happy insanity to thrive in the fast-changing, frenetic world of corporate retail, reacting daily to sales, convincing 80 million customers that what you’re selling today is The Best Thing in the World.

During my time at Bath & Body Works, I have been responsible for concepting, naming and positioning nearly every product and fragrance from idea to shelf in our over 1700 stores in North America and 25 countries around the world. Under my editorial direction, BBW graduated from their heartland twang to become a modern, youthful brand.

Thousands of product stories and fragrance names. Thousands of taglines and formula descriptions. Compelling seasonal concepts for multi- and omni-channel marketing. Store themes and occasional speeches for the CEO and President. No small projects, only short deadlines.