Purist Collective
Role: Marketing Manager
Focus: Brand, Digital, Campaign Strategy
Tenure: 2022–Present
I lead end-to-end brand and campaign development—redefining messaging, crafting brand copy, establishing art direction, designing all creative assets, and executing multi-channel marketing strategies supported by strategic budget allocation.
Results 46% growth in eCom YoY
01
Campaign Design & Execution
This was one of my favorite campaigns to art direct. I developed the storytelling, built the storyboard, wrote the copy, and collaborated closely with a videographer who understood the vision perfectly. I think it resonated so well with the audience because it tapped into a universal truth: everyone needs a moment to slow down, and it’s something we often forget.
02
Brand Strategy & Identity
I led the brand’s transformation by rewriting the core brand copy and redefining its messaging to create a clearer, more compelling positioning. I established a cohesive art direction that reflected the refined voice and strategic vision, ensuring the visual identity aligned seamlessly with the new narrative. I then executed this direction consistently across all channels, creating a unified brand experience that strengthened recognition, clarity, and impact across every touchpoint.
03
Art Direction
The brand’s previous art direction focused primarily on clean, minimal product shots. While the simplicity aligned with the brand, I felt it was important to expand on the existing nature element that connects to both the product’s purpose and its technology. I introduced a more emotional layer through lifestyle imagery and environmental contexts, allowing the visuals to feel more human and experiential while maintaining the brand’s clean, refined aesthetic.
04
Brand Ambassadorship
Led the end-to-end execution of Purist Collective's brand ambassadorship with Kelly Slater, overseeing strategy, launch planning, content development, PR coordination, retailer communications, paid media alignment, and cross-functional project management. Managed partnership positioning across DTC, social, email, and earned media channels, while coordinating creative production, ambassador content capture, press outreach, and launch assets. Served as the primary marketing lead responsible for translating the partnership into a cohesive brand story that aligned with Purist's premium, philosophy-led positioning and drove awareness across both consumer and industry audiences.
