Vice-President of Brand & Marketing
May 2018 - January 2020Totokaelo is a luxury multi-brand retailer with stores in Seattle, Washington, and SoHo, New York, and is known for its directional approach to fashion, footwear, accessories, art–objects for the home, and culture. Totokaelo is built on contrasts: beyond the bi-coastal presence, the aesthetic and narrative of Totokaelo have always been anchored in exploring the ambivalences between black and white, feminine and masculine, serious and witty, power and art, digital and physical, tradition and innovation, east and west, light and dark... the brand sits comfortably in the unexplored - the grey areas - and cultivates a curiosity for everything that belongs in the intersectional areas.
Brand Strategy | Content Strategy | Marketing Strategy | Partnerships | eCommerce Studio Ops | Art Direction
Repositioned the Totokaelo brand;
Branding for the relaunch of private label Totokaelo Archive;
Developed editorial direction and content strategy;
Managed content production, marketing calendars, and secure partnerships &
co-ops;
Developed creative and marketing strategies for online and offline activations;
Redefined Art Direction for eCommerce and Editorial assets;
Restructured the eCommerce Studio operations & team to reach productivity and quality goals;
Managed 30+ people across NY and Richmond (Creative, Marketing, Studio);