Under Construction…

Launching JCPenney’s
Content Hub

I first pitched the idea for JCPenney’s Content Hub, helping shape it into a reality alongside other leaders across eCommerce, Product, Marketing, and Creative.
By bringing content and commerce together, we created
a more engaging, story-driven shopping experience—boosting conversion rates and average order value while making it easier for customers to connect with the brand.

Creative Strategy in CRM & Email Marketing

I led the creative strategy for CRM and email marketing, collaborating with CRM leaders to craft campaigns that blend storytelling, personalization, and data-driven insights. As the marketplace evolves, we’ve worked to simplify messaging, optimize workflows, and adapt to emerging AI trends, ensuring our customer engagement remains relevant, efficient, and impactful.

Driving Engagement with the "Really Big Deals" Campaign

I played a key role in JCPenney’s "Really Big Deals" campaign, which attracted millions of new customers and drove record-breaking sales during the holiday season. Collaborating across creative, marketing, and CRM teams, we crafted a bold, customer-first campaign that delivered major revenue growth and reinforced JCPenney’s value-driven brand position.