J.Crew Rebrand

Project: “The New Crew” Creator Campaign

Role: Marketing Strategist

Archived: J.Crew Men’s, Barbour, Good Morning America, Oilers Car & Motorcycle Club, Oxford Pennant and Urban Stems

J.Crew Rebrand

Challenge

Arriving at the launch of J.Crew’s global rebrand, The New Crew, I was tasked with integrating social media, brand and creator partnership workflows through: leadership interviews, project management, facilitated workshops and creative production.

An integral part of the role was partnering with the supply chain team to rework lead times, and pulling inventory from HQ closets and local boutiques, providing creators with ample time to produce content, circulate for approvals and post in alignment with seasonal collection releases.

The broader mission was to hand customers the microphone, reframing them as the style experts and amplifying culturally-aligned talent.

Solution

Through conducting interviews with all marketing, communications and product department leaders, impactful solutions included: introducing Asana project management software for the social media team in alignment with legacy Scrum Method, integrating cross-functional team workshops and standardizing partner and vendor rate negotiations to achieve scale.

Within creative production, I was tasked with on-set support of local in-studio, street style and brand partnership photo shoots, as well as supporting preparations for the Art Director’s international photo shoot including mood boards and product pulls.

Through the broader team’s collective efforts, and years of hard work long before I joined, we celebrated surpassing (2M) Instagram followers on the women’s Instagram account.

Creator Campaign: The New Crew

Ally Miss Love

Ally Miss Love

Alyssa Coscarelli, Alyssa in the City

Alyssa Coscarelli, Alyssa in the City

American Tap Dance Foundation & Brooklyn United

American Tap Dance Foundation & Brooklyn United

American Tap Dance Foundation

American Tap Dance Foundation

Brooklyn United

Brooklyn United

Anna-Alexia Basile

Anna-Alexia Basile

Camille Styles

Camille Styles

Charity: Water

Charity: Water

Color Factory

Color Factory

Courtney Danielle Bryant, Curls & Culture

Courtney Danielle Bryant, Curls & Culture

Erin Fong

Erin Fong

Girls Inc.

Girls Inc.

Girls Inc., Prink Shop and Women's March

Girls Inc., Prink Shop and Women's March

Habitat for Humanity

Habitat for Humanity

Human Rights Campaign

Human Rights Campaign

Isa Tapia

Isa Tapia

Jaclyn Johnson & Create Cultivate

Jaclyn Johnson & Create Cultivate

Liberty London

Liberty London

Liberty London

Liberty London

Liberty London

Liberty London

Melanie Turk, Haute Hijab

Melanie Turk, Haute Hijab

Micaéla Verrelien

Micaéla Verrelien

Michael Chernow

Michael Chernow

New Balance & Justin Livingston

New Balance & Justin Livingston

Nordstrom

Nordstrom

Puno Dostres, I Love Creatives

Puno Dostres, I Love Creatives

The Reeds & Wendi Reed

The Reeds & Wendi Reed

Sai De Silva, Scout the City

Sai De Silva, Scout the City

Stage Bags

Stage Bags

SZ Blockprints

SZ Blockprints

Universal Standard

Universal Standard

The Wing, Women in the World, Carley Roney, Glory Edim and Zoë Buckman

The Wing, Women in the World, Carley Roney, Glory Edim and Zoë Buckman

Companions Moments

Two dogs with blue "2M" balloons against a peach background.
Woman in beige sweater holding a fluffy black cat and a glass of red wine.
Person smiling and hugging a Dalmatian with a red collar.
Woman in green coat and hat playing with large dog in front of a mural featuring a station wagon with a Christmas tree on the roof.
A playful black and white dog wearing a plaid scarf.
Two gray kittens sitting on stacked sweaters, partially covered with a plaid blanket.
A young woman in plaid pajamas and a vest is standing on the front steps of a house, smiling and holding a red leash attached to a large, fluffy, gray and white dog with long hair. The steps are decorated with green plants on both sides, leading up t

Lifestyle Moments

Woman in red plaid coat and matching scarf, wearing an orange knit beanie with a pom-pom, standing in a snowy mountain setting.
Two women wearing knit sweaters and hats in a snowy mountain setting.
Four people in red outfits lounging on chairs in the snow.
Person sitting on a rug, wearing a red and black patterned sweater and blue pants, with a tan leather bag on their head, smiling.
Person wearing red shoes and holding a matching red handbag on a yellow surface.
Floral patterned ballet flats with ankle ties, worn by a person in rolled-up jeans. A teal cup and saucer with a hot beverage and a carafe are on a table, blurred in the foreground.
Person wearing orange shoes standing on a red patterned rug.
A woman in a striped dress and leather jacket leans against a red scooter on a city street, drinking iced coffee. Autumn trees and a historic building are in the background.
Woman in a light-colored suit holding a skateboard and a coffee cup, standing on a city street with buildings and trees in the background.
Woman in pink dress laughing on subway stairs
Woman wearing a leopard print hijab and black top sitting on a gray sofa near a window.
Smiling woman in a wide-brimmed hat and patterned sweater, backlit by the sun.
Woman in patterned outfit and wide-brimmed hat leaning out of car window in a desert landscape.
Woman wearing black sweater, white culottes, and black beanie stands by guardrail on roadside with ocean view in background.
Person wearing a hat overlooking sea from a cliff
Woman sitting on steps wearing pajamas and pink coat, holding poinsettia flowers.
Person in checkered pajamas and black vest walking a sheepdog on stone steps with green garlands on the railing.
White tuk-tuk vehicle filled with colorful beach inflatables and two women in swimsuits, parked on a sandy beach by the ocean.
Two women ice skating on a rink, one is sitting on a white seal-shaped skate aid. They are wearing winter coats, red hats, and plaid scarves. The background features trees adorned with white lights and a plaid banner.
Person in a cozy room with brick wall, sitting on a chair, surrounded by plants, next to a bed with a multicolored blanket.
Person sitting on a wooden floor, wearing a denim jacket over a white shirt with graphic print, dark pants, and white sneakers. They are smiling and leaning against a white wall.
Person in white suit walking outdoors by a canal with palm trees and houses in the background.
Woman in a knee-length patterned dress hailing a taxi on a city street with buildings and trees in the background.
Person in a suit riding a light blue bicycle on a city street during autumn.
Person sitting on a bed wearing a red patterned dress and denim jacket, with white sneakers. Bedroom has wooden floor and white brick walls with pictures.
Two women in red patterned swimsuits sitting on a beach, one drinking from a coconut.
Woman working on a laptop at a desk in a decorated room
Woman sitting on a couch wearing a navy coat, red turtleneck, light blue pants, and beige loafers.
Woman in a dark blue outfit standing on a city sidewalk, holding a black handbag, near a bus stop with blurred cars and trees in the background.
Woman in black and white gingham bikini with a pink checkered shirt smiling while holding a bottle on a scenic beach with greenery and boats in the background.
Smiling woman in a pink plaid swimsuit playing in the ocean with a sailboat and lush green hills in the background.
Person wearing a white dress, denim jacket, and straw hat sitting on a stool.
Fashion model poses with one foot on tipped chair, wearing a white top, blue jeans, and black loafers, against a plain backdrop.
Person in floral swimsuit holding beach ball on ocean shore
Smiling person wearing a floral bucket hat in bright sunlight.
Person holding a hat over their face, standing behind a ledge with lush green succulents and yellow flowering plants.

Studio Moments

Person wearing a striped blouse with a large bow at the back, side profile view.
J.Crew holiday catalog cover featuring a woman in a plaid dress with a large red bow, on top of a red plaid background.
A collection of colorful floral-themed earrings featuring crystal and enamel details on a green background.
Various women's block heel sandals with colorful patterns and metallic finishes on a pink background.
Assorted women's shoes with various designs, including black heels with polka dots, gemstone embellishments, and metallic finishes, arranged on a white background.
Person wearing blue and white checkered shoes and pants, partially covered by a red and white checkered fabric.
Person wearing beige pants and white sneakers with gold accents, adjusting yellow checkered socks.
Fashionable woman wearing a yellow coat, blue beret, turtleneck sweater, jeans, and white boots, sitting on a stool against a plain background.
Woman in a black velvet dress holding a floral clutch
Person posing stylishly with one foot on a tilted chair, wearing a white sweater, blue jeans, and sunglasses.
Person sitting on a stool, wearing a white lace dress, denim jacket, and slipping on black open-toe clogs, holding a hat.
Person wearing a blue and white gingham outfit, including a dress, coat, shoes, and matching bag, posing with one leg lifted.
Person wearing white sunglasses and a blue plaid jacket over a white shirt, seated at a red and white checkered tablecloth.
Person wearing a yellow gingham shirt, beige pants, yellow socks, white sneakers, and a white hat, standing on a red and white checkered blanket.
Person wearing a pink and white gingham outfit with matching shoes, holding the matching jacket in front.
A woman wearing sunglasses and a checkered coat with a raised collar, smiling against a red and white checkered background.
Smiling person wearing a blue checkered suit and black sweater against a light background.
Woman sitting on white sofa wearing a navy coat over a red top, light blue jeans, and beige loafers.
A fashionable person sitting cross-legged, wearing sunglasses, a lavender sweater over a striped shirt with a striped bow tie, dark wide-leg pants, blue socks, and blue shoes, against a pastel pink background.
Woman in a blue shirt dress leaning against a yellow ladder, wearing a leopard print belt bag.
Three models wearing striped shirts and dark pants, posing for J.Crew campaign.
Two women posing in casual outfits, wearing high-waisted wide-leg pants and button-up shirts, with sneakers on a white background.
Person wearing a yellow raincoat being splashed with water from a bottle, smiling with eyes closed.
Person wearing multiple colorful jackets
Person sitting casually on wooden floor, wearing denim shirt, white graphic t-shirt, dark pants, and white sneakers.
Woman in floral jacket and jeans sitting on stairs, wearing strappy high heels.
Person wearing a blue quilted coat, red sunglasses, jeans, and white sneakers with red accents, against a blue background
Woman wearing a light blue sweater, denim midi skirt, and burgundy high heels, holding a burgundy and black handbag.
Person wearing a denim jacket and striped shirt against a blue background.
Person wearing a denim shirt and jeans against a blue background, adjusting a denim jacket.
Woman in black blazer and jeans holding a color-blocked handbag
A person sitting on a white office chair, wearing a black and white striped shirt and black pants, with text that reads: "THE SIT-DOWN If they pinch or squeeze, size up!"
Group of people celebrating with confetti and party accessories, including a party hat and noise maker, smiling against a white background.
Group of four people wearing stylish outfits, featuring plaid patterns and a mix of formal and casual pieces. One person wears a green plaid dress with a sweater tied at the shoulders, another sports a velvet blazer with black pants, another wears a
Person wearing a black velvet suit and white shirt, sitting against a pink background.
Person wearing a black suit jacket holding a red gift bow near their face, with large decorative earrings, against a white background.