Serena & Lily

VICE PRESIDENT, CREATIVE

My time at Serena & Lily holds a special place in my heart. It was one of those wonderful, rare opportunities to be a part of something from the start. In my role, I helped define the brand’s creative vision, strategy, and voice as it grew from a nursery bedding company into an iconic lifestyle brand for the whole home.

I led, managed and mentored the internal creative team of designers and producers as well as external copywriters and freelancers. I drove the seasonal campaigns and designed and art directed the DTC catalogs. I oversaw the website creative and led all packaging, collateral, and retail asset design. Given life at a small start-up, we wore many hats. I was known to wrangle a miniature pony or two, did hair and makeup on a horse, hiked remote trails carrying rugs, pillows and upholstered chairs on my back – and, of course, entertained children and puppies on set. (I couldn’t imagine working any other way!)

In a crowded home decor and lifestyle space, Serena & Lily stood out as unique and aspirational, delivering fantastical moments of inspiration and optimism, season after season.