Brand Direction
Digital Commerce
Creative Leadership
Rebuilding the brand and the digital commerce engine for a four-brand portfolio at 200M+ annual visits.
Role
VP, Creative & Brand Marketing
Years
2018–2025
Scope
Team of 15+ · $2M+ budget
Brands
TCP · Gymboree · Sugar & Jade · PJ Place
Overview
The Children’s Place reached a turning point: four brands, 200M+ annual visits, and a digital experience that had not kept pace with the business. I led brand marketing and digital creative across the portfolio, partnering directly with the CEO, CMO, and CIO to rebuild both the brand expression and the commerce engine behind it, from editorial storytelling to the pixel of the PDP.
Client
The Children’s Place
Role
VP, Creative & Brand Marketing
Partners
CEO · CMO · CIO
Years
2018–2025
01 · The Challenge
A portfolio moving faster than its digital experience.
Traffic was strong but conversion lagged, the four brands spoke in different voices, and the site experience could not support the personalization the business needed. The work had to lift the brand and the numbers at the same time.
02 · The Approach
Rebuild the brand and the commerce engine together.
We set one brand system with four distinct expressions, migrated to Salesforce Commerce Cloud for speed and personalization, launched a Braze-powered lifecycle program, and brought creative production into a Figma and Claude workflow that cut turnaround without lowering the craft bar.
03 · The Work
One brand system, four expressions.
Outcome
What I delivered.
$100M+
incremental revenue in 12 months
4.74%
conversion across 200M+ visits
35% lower
customer acquisition cost
176%
new-to-brand customer growth
Plus a 25% faster site after the Salesforce Commerce Cloud migration and 25% less creative production time.
Let's build something that lasts.
Hire me for a senior creative or design role, or bring Rire Design in on a project or retainer.
