Pottery Barn

Insane beauty. Perfect imperfection. The art of storytelling. It takes a rather large village!

Athena Calderone of EyeSwoon collaboration

RESPONSIBILITIES & RESULTS

Led team of 60+ designers, art directors, copywriters, production artists, video editors, retouchers and producers responsible for all brand creative.
Led and put together teams responsible for branding and launching the sub-brand PB Apartment.
Partnered closely with brand marketing and PR to successfully craft numerous celebrity product collaboration launches.
Oversaw a core team comprised of art directors, designers, copywriters and merchandisers to rebrand and relaunch the Wedding Registry program.
Led the seasonal integrated marketing and catalog campaign creative process in close collaboration with the Product Development, Merchandising, and Marketing functions.
Led a team of art directors responsible for seasonal creative brainstorming of decorating ideas and storytelling by aesthetic chapters featured in the catalog and online.
Managed the catalog and website pagination process, yielding roughly 15 catalogs per year and weekly website refreshes.
Oversaw creative production planning to maximize photo and video shoot efficiencies and developed new processes to maximize budget resources.
Led a team of video producers ideating around seasonal campaign videos, how-to content, and paid ads.
Partnered with Finance, Merchandising, and Marketing to negotiate annual budgets up to $10M. Lead teams responsible for monthly accounting, reporting and maintenance.
Oversaw selection and hiring for ongoing photography and video production talent including roughly 20-30 freelance photographers, stylists, assistants, techs, and coordinators on any given week of the year.
Oversaw all photo locations and set building choices.
Supported retail visual creative team with messaging, design systems and imagery for in=store displays to align with our brand seasonal campaigns.