Zales

Working with the Badger team, I worked on the repositioning of Zales to better resonate with independent Millennial women. My role focused on campaign strategy, creative concepting, and leading the social rollout across paid and organic channels.

On social, I led the translation of the campaign across paid and organic channels, ensuring the new positioning carried through every touchpoint. The campaign resonated strongly with its audience, driving 2.4% Instagram growth in just three months and outperforming category benchmarks, while reestablishing Zales as culturally relevant to a new generation.

Highlights:

• Key contributor to Zales’ brand repositioning and campaign strategy

• Helped shape the I Am a Diamond concept and manifesto, redefining the cultural meaning of diamonds

• Guided the rollout of the campaign voice across social channels, paid and organic

• Achieved 2.4% Instagram growth in 3 months, surpassing industry benchmarks

• Helped reestablish Zales as relevant to Millennial women, shifting from gifting to everyday self-expression