Bass Footwear

The former president of Keds recruited me to Bass to join her as the Brand Marketing Director, helping to reposition and rebrand the iconic American footwear brand to be more fashion-forward and relevant to Millennials. The scope included finding and briefing an agency (YARD NYC) and included revamping the e-commerce site and embarking on an integrated marketing campaign that included digital buys with Refinery29, paid social support, as well as OOH, and in-store at major retail channels. We also launched a philanthropic initiative called Pennies Toward Progress that donated a portion of proceeds from Bass footwear to the I have a Dream Foundation, which provides long-term support to youth living in under-resourced communities to help them reach their full potential.

For more info, view the press release and New York Times piece.