A Digital Creative Leader, Strategist & Designer.
Product Launch Campaigns
Project Type: Internal Product Launch
Date: 2023/2024
Role: Associate Creative Director,
Creative Manager, Project Manager
Product launches were designed to support new internally created products by Claire’s, serving as key drivers of newness for our global business. These launches were supported by a cohesive digital and in-store marketing push. In my role, I brought these collections to life on our digital platforms, integrating them with Claire’s evergreen branding while highlighting the unique features and key product drivers of each collection. I managed and art directed the creation of digital assets across various channels, including email, homepage, category landing pages, and, in some cases, paid media, working closely with our brand manager to ensure consistent execution.
C.Body by
Claire's
The C.Body product launch was a key part of our growth strategy for Claire’s beauty line, expanding beyond accessories into bath and body care. The initial launch featured body wash, body mists, lotions, and accessories like face masks and bath bombs, followed by a second wave introducing layering fragrances and hair/body mists that allowed customers to create personalized scents. This became a TikTok favorite, contributing to the collection's success. I led the development of the digital experience, including the landing page, category banners, homepage presence, and multiple email campaigns to drive awareness and sales. Due to internal bandwidth constraints, I collaborated with an external agency to develop the webpage, ensuring it was delivered on time and within budget.
Lead Digital Designer: Ohad Khen
Lead Copywriters: Tori Chalmers & Alexa Nizam
Developers: ITG Marketing Agency & Jon Liera
New Low
Prices
In 2024, testing revealed that highlighting and lowering prices on key products had a significant positive impact and resonated well with consumers. Once the tests proved successful, my team was tasked with creating a new look that stood out from our usual promotional messaging while still aligning with our evergreen branding. We developed the "New Low Prices" campaign by designing the lock-up, color palette, and various digital assets. I also managed the front-end build of this initiative, which remains active today and has become a key success story for the brand—because who doesn’t love low prices?
Lead Digital Designer: Amanda Macedo
Lead Copywriters: Tori Chalmers & Alexa Nizam
Developers: John D'Agostino & Jon Liera
C Luxe
by Claire's
C.Luxe by Claire’s was created to offer premium jewelry—featuring Precious Metals, Gemstones, and later Lab Grown Diamonds—at an affordable price, positioning us to compete with higher-end brands. I led the production of the digital experience with key objectives, including introducing the new C.Luxe line across North America and Europe, generating awareness of the demi-fine jewelry offerings, and reinforcing Claire’s as a style leader. We created a sophisticated category landing page to highlight the collection’s sub-categories, supported by homepage placement and targeted email campaigns. This comprehensive digital strategy was designed to capture market share, drive sales both online and in-store, and enhance our brand relevance in the jewelry space.
Lead Digital Designer: Lilly Serafimova
Lead Copywriters: Tori Chalmers
Developers: John D'Agostino & Jon Liera
