Victoria's Secret Pink

For the past decade, I was a founding member of Victoria’s Secret Pink design and creative leadership team, where I reported to the CEO. After coining the phrase “Love Pink,” I was able to help grow the business to $4B in annual revenue.

My scope for Pink covered visual identity, brand books, vision, values, purpose, product design graphics, surface design, retail brick and mortar marketing, digital campaigns, content, social media, influencer activations, concepts, experiential, brand site, app, ecomm...phew!

I lead an internal team of 70+ incredibly talented creatives in both product design and marketing. My team covered the tone and visual direction across every channel.

This is a small representation of many years of work. Behind every image was an elaborate system of interactions that drove an emotional connection with the customer.