Re-branding the in-store shopping experience through strategic creative direction & execution

Partnered closely with leadership and marketing teams to elevate the in-store customer experience.

• Leading a cross-functional creative team
• Directing regional direct mail marketing
• Producing photoshoots
• Designing social media assets
• Developing in-store signage
• Creating outdoor advertising

Results
Rolled out a consistent brand experience across 57 locations over 14 months. Piloted the remodeled Pleasanton store as an innovation lab, testing destination concepts like "The Eatery" and "The Drinkery," along with video menu boards and recipe kiosks, all of which proved successful and informed future rollout decisions.