/Athleta
Brand Experience Senior Director (Jun 2022 - Sep 2023)
As the Brand Experience Senior Director at Athleta, I led dynamic teams that translated our brand and business strategies into immersive retail experiences embodying the Power of She.
Collaborating closely with the merchant organization led by Felix del Toro, marketing, product design, and field teams, my team and I tirelessly pursued brand experience and visual merchandising excellence to enhance consumer navigation, ensuring every store visit was not just a shopping trip but a chance to connect with our brand on a deeper level.
My journey began at the San Francisco HQ store, where my team and I set the stage to magnify Athleta's brand ethos. We took pride in showcasing the Athleta look and making a bold statement with our performance innovations.
This successful endeavor laid the foundation for the exciting launch of Athleta's community store in Soho. In this venture, I led the charge in crafting a brand experience strategy that seamlessly integrated the consumer journey with our core selling modules, resulting in a truly immersive experience designed to empower and serve her.
We carefully integrated brand moments throughout her shopping journey to elevate the emotional connection between our brand and our customers. We enriched our displays with stunning brand photography and product presentations that told seasonal stories and highlighted key looks.
We even collaborated with talented artists like Kristin Texeira to create a bespoke mural that brought the outdoors inside, enhancing the overall ambiance.
As part of our commitment to offering something truly special, we partnered with MA WOVEN to create custom Ritual Rugs – handwoven yoga mats made one at a time with organic hemp and non-toxic foam, grounding our fit studio experience in sustainability and quality craftsmanship.
Our collaborative spirit extended to developing in-store campaigns engaging consumers and athletes.
One memorable example was our window concept for Allyson Felix's 'Race for Change,' where we creatively incorporated race-day bibs, allowing customers to share their love and appreciation for this iconic athlete during her last official race, which took place in her hometown of Los Angeles.
