In the last three years as Creative Director at Dickies Girl, I was able to elevate the design and customer perception from a Khaki pant at Kmart to one of the hottest junior brands at retail. I reworked and re-imagined Dickies heritage items, updating fabrics, fits and colors to appeal to the junior customer. We were able to scale the brand from the specialty retailers Free People, Tilly’s, Urban Outfitters, and Zumiez into the Department stores Macys, Dillard’s, Kohls, Target and JCP all within 3 years. I directed Dickies Girl marketing, creating compelling images that attract the younger female customers and a dynamic social media following that inspires influencers and celebrities to express their own individuality in Dickies.
I directed an incredible team of Designers, Graphic Artists, Tech Designer, as well as social media coordinators, content creators and our PR agency. After the first year of rapid growth Dickies Corporate awarded us the license for Dickies Girls and Boys fashion.
I have over 15 years of Creative Design Management experience, working for large corporations and retailers to present collections with confidence and the ability to persuade decisions. I have been the point person to organize market week showrooms, trade show events such as WWD Magic, Surf Expo, Consumer facing activations such as ComplexCon, and Marketing opportunities such as Vans Warped Tour. I have extensive travel experience sourcing in Asia, Trend research in Europe, and representing the brand at retailers across America and Canada.