Led the end-to-end integrated omni-channel North America DTC rollout for the FENTY PUMA by Rihanna collection across +85 full-price retail doors, PUMA.com and wholesale connectivity.

Authored full funnel methodology and post-launch optimization with the aim towards driving traffic, conversion, customer acquisition and retention.

Drove top performing email and site engagement across multiple campaign events by leading the briefing approach for all commercial content, ensuring clear articulation of strategies.