SPANX

What started as a three-month project became over two years of exploration in tone for the original shapewear brand that now engineers clothing and underwear that feel as good as they look.

Over truly thousands of emails, social media ads, and page refreshes, I co-led the strategic shift from “punny” jokes to more assured, modern, and deft language that shows how SPANX consistently thinks more about how their products fit, feel, and flatter women’s bodies. I took the initiative to pursue and persuaded other departments (product development, design, product marketing, web sales) for exciting stats and angles that helped me craft campaigns responsible for over $1.5M in new revenue, regularly above sales team projections.

I also named two new prominent products: TotalContour shapewear and LiveIn leggings.

Bye, Sunday Scaries

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