Banana Republic
Brand Strategy and Marketing Communications | $2.6B Global Accessible Luxury Brand
As Senior Marketing Manager, I led 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 led integrated creative briefings with internal teams and external agencies (AR New York, GS&P), building cohesive brand platforms spanning advertising, in-store environments, partnerships, and experiential programming. I owned creative development and executive sell-in, translating strategic vision into campaigns that resonated across print, digital, retail, and live activations.
I drove creative development for multi-year entertainment partnerships with AMC’s Mad Men, Virgin America, iTunes, and Project Runway, embedding Banana Republic deeper into the cultural conversation. Highlights included a limited-edition capsule collection with Mad Men costume designer Janie Bryant, a first-of-its-kind Virgin America branded in-flight content channel, and ongoing Project Runway integrations reaching millions of viewers.
Working with cross-functional business partners, I launched sub-brands including Heritage and Monogram, relaunched denim, and expanded the brand into handbags, eyewear, and personal care—accelerating growth across categories while reinforcing Banana Republic’s accessible luxury lifestyle positioning.
City Stories. Briefed, developed, and executed a multi-channel, music-driven campaign featuring Grammy-nominated and award-winning artists including Aye, Sara Bareilles, Liz Phair, OK Go, Esperanza Spalding, and David Garrett. Brought to life across print, outdoor, retail windows, in-store displays, and events, the campaign was anchored by a dedicated microsite and amplified through a Virgin America partnership—launching Citi Stories by Banana Republic as the airline’s first branded in-flight entertainment channel featuring behind-the-scenes interviews, unplugged performances, music videos, and a runway show.
MAD MEN. Developed a multi-year entertainment partnership with AMC’s Mad Men to deepen Banana Republic’s cultural relevance and drive traffic across channels. The fully-loaded integrated campaign included print (12-page inserts in key titles), outdoor in Tier 1 markets, in-store style guides, casting call sweepstakes, social media, retail and consumer events. It culminated in Banana Republic’s first-ever limited-edition Mad Men capsule collection for men and women, created in collaboration with Emmy Award-winning costume designer Janie Bryant—translating the show’s iconic 1960s aesthetic into modern, wearable pieces for customers.
Three Unforgettable Decades. Led Banana Republic’s 30th Anniversary campaign featuring Carolyn Murphy and Will Chalker, photographed by Tom Munro. Activated across 12-page magazine inserts, high-impact outdoor in Tier 1 markets, direct mail, and a curated City Insider guide distributed in-store and digitally. The campaign celebrated the brand’s legacy while reinforcing a refreshed city-style positioning that drove awareness and store traffic.
