Victoria's Secret
In my role as the Copy Lead for Digital, I oversaw editorial needs for Victoria’s Secret Lingerie and Victoria’s Secret Beauty. This entailed managing a team of writers and overseeing copywriting across our site, app, and social. Additionally, I collaborated with cross-functional partners to develop 360° campaigns, elevating the messaging around new collections, third-party collaborations, and seasonal narratives.
As Victoria’s Secret strove to modernize its image, I helped craft empowering, authentic stories that moved the brand forward. When COVID-19 hit, we leaned in further, casting diverse, unretouched models and giving them space to share their hopes, dreams, struggles, and daily routines. Coupled with a more relatable brand voice, it made an impact: our benchmarks saw a lift of 17% within a month.
̌
When women come together, amazing things happen. This is a behind-the-scenes peek into our Spring Preview campaign, shot by Zoey Grossman.
Bra construction is everything. We created a behind the scenes video series with the bra experts at Victoria’s Secret to showcase the process, from concept to final product.
At Victoria’s Secret, we collaborate with third-party brands on exclusive collections. Our partnership with For Love & Lemons is one of our most successful. Here is an Instagram story we created, featuring Georgia May Jagger.
