My passion and my work experience have always intersected in both retail sales and the fashion/production industry. Whether working in store as sales and visual merchandising, to working in ecomm, or as a wardrobe stylist, I have worked directly with a wide range of audiences, from fast-fashion to luxury. My experience as a professsional shopper and across the digital and irl spaces, has given me a unique understanding of customer behaviours.

Over the years, I developed my knowledge of fashion direction by assisting acclaimed stylists like Chad Burton, Cynthia Florek, Jillian Vieira, Jimmy Moorhouse, Peter Papapetrou & more. I have worked (freelance/assist) on many types of commercial productions such as Joe Fresh (kids table tops, ecomm), Holt Renfrew (holiday campaign), Encircled (ecomm+), Sleep Country (lead art dept), Canadian Tire (motion), Winners, Boston Pizza, Chase, Lexus, Canada Goose, and more.

I have also held roles in other departments that span across buying, ecomm and marketing as well. This past year I have been working freelance on advertising productions, having previously worked in-house with Andrews, a luxury womenswear retailer, as stylist and producer for all digital content. 

 

Andrews

At Andrews, I was brought on for a contract position as the Digital Production Coordinator & Stylist. As an extension of the marketing team, my primary goal was to help their team establish SOPs for both e-comm and content productions. I worked in a hybrid setting, with a few days of the week being WFH, while the rest was on-site prepping for and executing photoshoots. With at least two photoshoots a week, it was largely an experimental time for the company, exploring capabilities in creating our own space and renting larger scale photo studios. We worked closely with several photographers, which allowed us to try different photography styles. My work helped management align their budget with specific costs that were fundamental in elevating the image of the brand.

This role came at a time when many retailers were feeling the after effects of the global pandemic. Many brands choosing to forego shooting their product in-house, leaving multi-brand retailers with less visual assets to leverage and creating a gap in their marketing. Andrews, for example, was a company that had initially gone from using approximately 95% vendor imagery on their website to needing weekly e-comm photoshoots, during which we would be photographing between 40-60 SKUs per day. By the end of my time with Andrews, I had helped increase their output and the team was set up to move forward with a clear vision on the operations behind production. After which, the son of the long-time CEO took on the role and works to define the brand’s style.

 

This photoshoot (right) was a project I saw through from start to finish from creative direction, casting and producing, to styling the apparel and prop/room styling.

The team shot 24 looks in studio over the course of one day with three quick set changes. Concepts were to promote the High Colour trend, Denim and Sustainable options within the brand matrix.

Below are some of the other concepts I creative directed, casted, produced and styled for Andrews during my time there. Blog samples are available as well.

Content I worked on for Andrews was used across their website, social media and in store.

 
 
 

Andrews Ecomm

Due West

I started off at Due West as the Buying and Ecomm Assistant. It was a small team, reporting to three stakeholders, the Owner of the company, the Operations Manager and the Marketing Consultant. I was responsible for supporting e-comm with order fulfilment, customer care, social media and email marketing, but my primary function was to directly support the owner of the company, who was also the Head Buyer, communicating with vendors in markets like Paris, Milan, New York & Japan and overseeing purchase orders for a brand matrix of over 70 brands. It was while I was in this role that the pandemic hit, experiencing the fallout first-hand during market season. Brands and retailers alike were facing challenges across the supply chain and more.

The company also celebrate their 30th anniversary during this time and underwent a company-wide rebrand, with a website relaunch and partial store renovation. I had the opportunity to collaborate with a branding & design agency based in the UK to bring the relaunch to life. The redesign required new formatting for product pages and descriptions, and moving product images from vendor supplied to in-house, for which I tested and developed new workflows and third-party integrations to roll out to our stock team.

Shortly after, I stepped into the role of Ecommerce Manager, overseeing the final launch of the new platform, including the migration and merchandising of over 2000 SKUs, their content and product information, shaping the product assortment to develop intuitive navigation and high-yield search results for the customer experience, on top of managign order fulfillment, customer service and more. All SKUs remained permanent in the shop until sold out, with an influx of approximately 1000 new SKUs added seasonally.

To the left are a few samples of Blog pages I wrote and designed on new brands and collection launches.

Below are some images from a co-op marketing effort I worked on with Due West and Canada Goose.

Additional Works