At PVH, I drove the copy and content creation for a trio of women’s underwear brands: True & Co, Warners, and Olga.

As Warners aimed to reposition itself in the market, I revitalized the tone of voice and brand personality to reach a younger target audience without alienating loyal customers. I breathed new life into outdated language across platforms with a cooler, more conversational tone, and created the first-ever copy guidelines, a crucial North Star for the brand. It paid off: the Warners 2023 spring ad campaign garnered record sales and 3,900,790 impressions from March 3-26.