How do you explain your profession to people outside of the industry? What do you find most exciting and/or rewarding about this work?
Experiential pop-up activations are often a brand’s playground, marrying storytelling and immersive design with human connection. Specializing in experiential retail activations, I am instrumental in guiding the entire lifecycle of a project. From strategic planning and ideation to store construction and operational guidance. My comprehensive point of view into every phase of a project allows me to stay on budget and on time.
Working with a diverse portfolio of clients, from big box retailers to up and coming DTC brands means no two projects are alike. Every client comes to the table with different goals. The most rewarding projects are the ones that challenge us to be creative in telling the brand’s story with maximum impact and limited budgets and/or timelines. Ultimately the response from the client and the client’s customers are the best reward.
What milestone or accomplishment have you made in your career that you are most proud of?
The biggest turning point in my career was completing graduate school. Anyone with a Master’s Degree will tell you being a full time student with a full-time job is no easy feat, but it’s one I am proud of. It was a milestone that became increasingly obvious as a differentiator showcasing my strategic expertise and thought leadership. I earned my Master’s Degree in Strategic Design & Management from Parsons School of Design in 2019.
What is one notable achievement (personal or professional) that you've made over the past year?
I managed the most challenging yet motivating project of my career earlier this year. The Victoria’s Secret Bombshell Gardens experience at the High Line in NYC was a dream project and something I will forever be proud of when I look at my portfolio. The project far surpassed the client’s expectations — from sales, to foot traffic, to digital engagement it was beyond what any of us initially predicted. We knew it was special, but what we didn’t know was how incredible the response would be from the public.
What is a piece of media that has inspired you professionally?
“Presence” by Amy Cuddy.
Please share one fun or surprising fact about yourself:
Before I made the transition to retail strategy and project management, I was working as a paralegal specializing in family law.
