Coach

A real passion for fashion. Check out a sample of social first projects I worked on while at the New York-based fashion brand.

Find Your Courage Campaign

Starring virtual human imma, Lil Nas X, Camila Mendes, Youngji Lee, Kōki, and Wu Jinyan, this 5-part Coach Spring campaign is set in a virtual universe where members of the Coach Family find the courage to be themselves. This project was a thrill, involving 5 weeks of work on Retail and Outlet's paid and organic social channels across Instagram, Facebook, and TikTok, as well as copy for media partners like Vogue. See the first leg of the campaign with Lil Nas X on TikTok and snapshots of a few Instagram posts from across the campaign.

The Challenge

Coach aimed to strengthen its connection with a younger, digitally native audience while maintaining brand equity and driving engagement across global social channels.

The Strategy

Leveraged cultural insight and audience behavior to shift messaging toward authenticity, self-expression, and emotionally resonant storytelling.
Partnered cross-functionally with creative, marketing, and external partners to ensure a consistent brand voice across all campaign touchpoints.

The Execution

Crafted social-first campaign copy across organic and paid channels
Reinforced brand messaging through bold, expressive storytelling

The Impact

Supported Coach’s $5B revenue milestone by 2024
Strengthened brand voice consistency across global digital touchpoints
Contributed to ongoing campaign performance and audience growth
969M Impressions (+46% to goal), 349M Video Views (+65% to goal), 275M Engagements (+10% to goal) , 7M Clicks (+369% to goal)

Skills: Copywriting, Editing, Collaboration, Campaign Marketing

Organic Social Posts

Paid Social Posts

Developed and executed campaign copy for the Mickey Mouse x Keith Haring collaboration, translating three iconic brand identities into cohesive, culturally relevant storytelling across organic and paid social channels. Partnered cross-functionally to ensure alignment on voice, messaging, and campaign objectives, delivering engaging, on-brand content that resonated across Coach, Keith Haring, and Disney audiences.

Skills: Copywriting, Editing, Cross-Functional Collaboration, Client Presentation,

Campaign Marketing

The Mickey Mouse x Keith Haring Collection

Instagram & Facebook

TikTok

Developed and executed influencer-led campaign content for new product launches, partnering cross-functionally with design, product, and marketing teams from concept to delivery. Leveraged each creator’s unique voice to craft culturally relevant, on-brand storytelling that aligned with campaign objectives and amplified reach. The result: high-impact, buzzworthy launches that increased engagement and expanded audience growth.

Skills: Copywriting, Editing, Cross-Functional Collaboration, Campaign Marketing

Influencer Collaborations

The Eliza Collection

The Spring Collection

The WearYourShine Campaign

The new IT girls

Developed rapid-turn, culturally responsive campaign copy inspired by the Barbie cultural moment, aligning messaging with creative direction to capture timely relevance. Executed copy across site, email, social, and SMS, ensuring a cohesive, on-brand voice across all digital touchpoints under tight deadlines.

Skill: Copywriting

Developed organic social copy for a seasonal product drop celebrating Mother’s Day, crafting witty, emotionally resonant messaging that aligned with Coach’s brand voice and connected with its audience.

Skill: Copywriting