Portfolio + Notable Experiences
OPI Brand Partnerships
Where Beauty Meets Culture
At OPI, I worked to turn brand collaborations into cultural moments. I led the global digital activation of partnerships with brands like Barbie, Xbox, and Wicked, working with stellar cross-functional teams across .com, PR, social, CRM, product marketing, and creative to translate collaborations into fully integrated digital campaigns. My role focused on shaping campaign storytelling, visual assets, creator activations, and earned media strategies that could travel across platforms and audiences. Highlights included hosting OPI ambassadors and influencers at the Barbie premiere, developing a crossover campaign with Xbox that brought OPI shades into gaming through custom nail art and in-game skins, and leading PR and social momentum around Wicked and Cynthia Erivo—extending the brand beyond beauty and into culture.
Amazon A+ Content Optimization
Prioritizing the Digital Shelf as a Product Education Platform
As OPI leaned into Amazon as a strategic sales channel to better serve consumers and salon professionals purchasing their favorite shades online, I led the development of enhanced digital shelf content across Amazon and priority eRetail partners. With the launch of OPI's Repair Mode and relaunch of the cult classic, Nail Envy, I established a new standard for A+ content, below-the-fold product education, and optimized PDP imagery designed to strengthen product storytelling and improve conversion. Partnering with Wella’s U.S. Amazon team and Front Row Group, I helped build scalable content templates and frameworks that could be deployed across markets and retailers. I also led the internal change management required to implement the approach globally, aligning brand and creative teams around a unified vision for the modern digital shelf.
OPI Global Ambassador & ManiCrew
Building a Global Creator Ecosystem
As social platforms reshaped how beauty trends spread, I helped build OPI’s ManiCrew and global Ambassador programs, creating a creator ecosystem that connected professional nail artists, influencers, and cultural tastemakers with the brand. I co-led the initiative with OPI’s Global Head of Brand, developing a program designed to resonate with the professional salon community while engaging consumers and expanding earned media impact. Leading a team of social and PR experts, I implemented a creator-first strategy that amplified product launches, fueled trend creation, and strengthened OPI’s connection to the global nail community. The program featured VIP talent including Zola Ganzorigt—nail artist to Hailey Bieber and creator of the glazed donut nail trend—and Natalie Minerva, known for her work on Euphoria, alongside emerging creators and professional nail artists. The result was a powerful engine for brand storytelling and discovery—delivering a 750% return on investment and more than $25M in earned media value.
OPI.com Redesign and Global Relaunch
Reimagining the Digital Flagship
I led the global relaunch of OPI.com, beginning with a U.S. pilot designed to reimagine how both consumers and professional nail artists interact with the brand online. The new platform repositioned OPI’s digital flagship around the cultural power of color—moving beyond a traditional product catalog to create a destination for inspiration, education, and discovery. The experience combined shade storytelling, trend content, product education, and creator-led inspiration to help users explore what color means in their personal style and professional work, reflecting the experience of standing in front of a salon color wall. Following the successful U.S. launch, the platform was rolled out globally, establishing a new digital foundation for the brand and strengthening the connection between OPI’s professional heritage and its growing consumer audience.
Redken StyleStation App
Helping stylists grow their businesses through digital innovation
As Global Head of Digital Innovation for Redken, Matrix, and Biolage, I led the development of new digital tools designed to support the professional stylist community while strengthening brand engagement. Working closely with Redken’s global product education team, I helped roll out an updated version of the Redken Style Station app, built to give salon professionals practical tools to grow their businesses behind the chair. The platform included a digital color consultation and formulation tool that allowed stylists to replicate competitive shades using Redken color theory, along with product education and styling inspiration. By combining professional education with digital innovation, the platform helped stylists deliver better client results while reinforcing Redken’s position as a trusted partner to salon professionals worldwide.
Hair.com - L'Oreal Corporate Publishing
Building a Creator-Led Publishing Platform
At L’Oréal’s Professional Products Division, I led the launch and development of Hair.com, a first-of-its-kind editorial and commerce platform designed to connect professional hairstylists, creators, and consumers. Recognizing the opportunity to build an owned media destination for the professional beauty industry, I developed a creator-led publishing model that combined education, inspiration, and product discovery in one place. The platform brought together top stylists and emerging hair creators to produce high-quality editorial content while supporting L’Oréal’s professional brand portfolio through integrated commerce and affiliate partnerships. By blending storytelling, creator expertise, and product education, Hair.com quickly became a new digital authority for the professional hair industry—driving brand visibility, engagement, and customer acquisition across multiple brands.