Banana Republic
Brand Marketing and Communications for $2.6B Global Accessible Luxury Brand
As Senior Marketing Manager, I helped develop integrated brand campaigns and product launches that elevated Banana Republic's cultural relevance, strengthened brand affinity, and drove measurable growth in traffic and conversion across retail and digital channels. I partnered with our internal creative team and external agencies (AR New York, GS&P)—leading integrated briefings (Adv, WIS, Partnerships, Events), creative development, and executive sell-in, delivering big ideas that cut through across print, digital, retail, and experiential activations.
I led creative development for multi-year brand partnerships with AMC's Mad Men, Virgin America, iTunes, and Project Runway—embedding Banana Republic deeper into the cultural conversation. Working cross-functionally, we launched new sub-brands including Heritage and Monogram, and expanded into premium denim, handbags, eyewear, and personal care—strengthening the brand’s positioning and accelerating growth across categories.
City Stories. Briefed, developed, and executed a multi-channel, music-driven campaign featuring Grammy-nominated and award-winning artists including Sara Bareilles, Liz Phair, OK Go, Esperanza Spalding, and David Garrett. The program was a fully integrated, multi-channel campaign anchored by a dedicated microsite and a partnership with Virgin America, which launched Citi Stories by Banana Republic as the airlines first branded in-flight entertainment channel—featuring behind-the-scenes interviews, unplugged performances, music videos, and our runway show.
MAD MEN. We developed a multi-year partnership with AMC's Mad Men, activating across print (12-page inserts in key titles), outdoor in tier 1 markets, in-store style guides, casting call sweepstakes, social media, and consumer events. The partnership culminated in Banana Republic's first-ever limited-edition Mad Men-inspired capsule collection for men and women, developed with Emmy Award-winning costume designer Janie Bryant. The collection translated the show's iconic 1960s aesthetic into modern, wearable pieces that brought Mad Men style to life for our consumers.
Three Unforgettable Decades. We led the 30th Anniversary campaign featuring Carolyn Murphy and Will Chalker, shot by Tom Munro. We rolled out across 12-page magazine inserts, high-profile outdoor in key markets, direct mail, and a curated "City Insider" guide—honoring the brand's legacy while establishing a refreshed city style positioning.
