Chinese Laundry

Role: VP of Marketing

Objective: Rebrand Chinese Laundry, increase global awareness, distribution, and revenue.

Results:

Successfully rebranded Chinese Laundry and increased distribution to Mexico, Australia, Dubai, and Germany.
Grew DTC channel 2.5x in revenue from 2015-2018.
Increased email file from 105K to 300K+.
Created pipeline and process for A+ content strategy across owned and earned channels.
Partnered with influencers and celebrity talent for the launch of a new brand, 42 Gold.

chinese laundry rebrand

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After 35 years in business, the heritage footwear brand needed an updated look and marketing strategy to reach a new audience of consumers, mainly millennial women. The brand also needed to increase distribution across wholesale and increase revenue to DTC channels. I led the RFP process and awarded the project to an outside agency. During the process I worked with the executive team to identified strategic brand positioning in the marketplace, from there I outlined and managed the creative vision, new brand voice, and brand guidelines.

rebrand press

WWD
Footwear News
Accessories Magazine

organic brand engagement

Chinese Laundry’s corporate headquarters are located in the center of Los Angeles, we used the office wall to create a highly shareable social moment that would become a destination spot for visitors, locals, and some of Instagram’s biggest names. The goal of the wall was to draw attention to the new look and feel of the brand’s new look and feel. Working with street artist @ItsaLiving we collaborated on an a piece that felt appropriate for the brand and for the location. The mural is continually cited as one of LA’s top destination spots and reinforced Chinese Laundry’s position as a top LA brand. To date, the mural has generated over 100M+ impressions.

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photography & video content

All 4 brands need a new look and feel for video and photography. My team worked with photographers, stylists, hair & makeup artists to create iconic images for web, social, print ads, and tradeshows.