Pomelo + Online
In the midst of the COVID-19 chaos, a remarkable transformation took place within a mere 7 days, resulting in the birth of a pivoted company, Pomelo + Online. It was a whirlwind of collective efforts, as the chefs and creative team joined forces to navigate this new landscape. From the initial concept to the grand launch, I took charge of every crucial touchpoint, orchestrating the development of the brand, designing and building the website, strategizing advertising campaigns, leading photography initiatives, crafting compelling social media designs, and managing communications.
Together with the leadership team, we defied the odds and achieved record-breaking sales in the toughest business environment imaginable. It was a wild ride that showcased our resilience and determination.
Creative Director, J&Co (Pomelo + Online)
Leading the overall creative strategic vision; shaped and guided creative paths.
Responsible for the Creative Direction of all brand development, product design, new product development, packaging, marketing materials, B2C websites and social media.
Directed marketing projects at all stages, including conceptual planning, schedule management, and final implementation as well as negotiated and managed all vendor and supplier relationships working with internal budgets.
Developed custom campaigns across numerous national beauty e-retailers to align with both brand and their customer goals.
Built and led an in-house studio design and production team which is responsible for delivering more than 800 digital, print and in-venue projects annually across Aceology, BFF Best Face Forward, 25° South, Pomelo + Online, Catering Project, Bowery, and Pomelo + Co, as well as 2 new beauty brands currently under embargo.