VP Brand Creative Candidate for Pepper

Hi, I’m Marie, a VP-level brand and creative leader with over 15 years building high-growth, consumer-obsessed engines across launches, ecommerce journeys, and community. I translate merchandising strategy and fit innovation into stories that convert, while protecting what makes the brand feel like a movement.

My sweet spot is building that system: the operating model, the narrative frameworks, the team rhythm, and the performance loop that proves brand and creative are huge growth engine opportunities.

Selected outcomes I’ve driven:

Launched 400+ products live in 6 months at Betabrand while improving ROAS +32%

+40% of KonMari revenue through partnerships, activations, and smarter workflows

Scaled NatureBox to $100M through omnichannel brand and performance storytelling to land Target and Safeway

Grew a community partner program +80% in 9 months at Trustworthy while reducing CAC by 12%

How I work
(your “operating system”)

Insight first, always: I use VOC, research, and customer behavior to find the real objections and the real desire. Then I turn that into a story system the team can actually use.

Modular storytelling: I build narrative modules that scale across channels. Launch hero, PDP proof, creator prompts, email angles, paid variants. One strategy, many executions.

Brand and creative with a feedback loop: Creative does not live in a mood board. It lives in performance, retention, and what customers say when they are not trying to impress us.

Proof of Work

Betabrand
VP, Creative Team, Fashion Design Team, and Live Social Commerce Team

• How we scaled

  • Full rebrand from a quirky men’s brand to an approachable women’s brand that caters to a stylish and active woman who enjoys being comfortable while in a traditional office setting

  • Integrated customer insight into creative strategy by pulling VOC from community, comments, reviews, and live show feedback, then converting it into messaging and objection-handling

  • Ran high-velocity launch operations: built a repeatable “drop machine” with clear intake, prioritization, briefs, timelines, approvals, and post-launch learnings

  • Led a 25+ person cross-functional team across brand, creative, product storytelling, and community, setting standards, developing talent, and driving accountability

  • Showed a basic product (work pants) in a more fun way while showing performance fabric quality

• Outcomes

  • Launched 400+ products live in 6 months via daily social commerce drops

  • Increased social sales +47% and email CTR +30% in 3 months

  • Increased CVR +41% while decreasing overall material costs by 23%

  • Improved ROAS +32% with a focused style and material assortment

  • Cut production timeline from 4 months to 21 days by optimizing the focused assortment

KonMari by Marie Kondo
Senior Director Brand Strategy and Brand Partnerships

• How we scaled

  • Aligned and updated the brand vision, voice, positioning, and creative direction across channels and teams to reduce drift and keep the KonMari story unmistakable at every interaction

  • Built and operationalized brand frameworks and guidelines that enabled faster execution without sacrificing quality or coherence

  • Translated merchandising priorities and brand strategy into commercially effective storytelling across email, social, digital, paid, organic, and experiential moments

  • Built partnerships and activation strategy tied directly to revenue and brand equity

  • Improved workflows to scale impact without bloating headcount

• Outcomes

  • Drove +40% of total revenue through new brand partnerships and activations

  • Expanded brand awareness +314%

  • Increased AOV +78% YoY, paid channel AOV +12%

  • Grew SEO +1600%

  • Boosted welcome series revenue +471% YoY, email revenue +66.7% YoY, CVR +171%

Naturebox
Creative Director

• How we scaled

  •  Translated business objectives into action-oriented brand strategies

  • Led research, journey mapping, and brand positioning to support omnichannel growth

  • Built a consistent brand across site, social, performance, and retail readiness for easy brand recognition

  • Created and analyzed a combination of research methods to develop a comprehensive

    understanding of our brand's status, the market landscape, and the preferences and expectations

    of our target audience

• Outcomes

  • Scaled the business to $100M through omnichannel campaigns blending brand storytelling and performance marketing to transition us from a strickly subscription based business to winning on shelves in Target and Safeway

Martha Stewart x Macy’s
Senior Art Director, Special Projects

• How we scaled

  • Improved launch readiness and execution speed by tightening briefs, decision paths, and creative standards

  • Brought Martha out of a preceived Ivory Tower and connected her directly with the product

• Outcomes

  • Highest earning brand at Macy’s within 2 years of initial launch (including all other celebrity brands)

  • Elevated brand and celebrity perception and trust by aligning premium brand cues across channels postprision for a female-led audience that was unsure about bringing Martha back into their kitchens, bedrooms, and living rooms

Pepper Creative Growth Blueprint

Pepper’s Edge

Pepper wins because it is not selling “better bras.” It’s selling relief, confidence, and precision for an audience that has been underserved and made to feel small. The edge is:

• Mission with teeth: body-positive, customer-first, and specific, not generic empowerment wallpaper

• Fit innovation as a differentiator: product truth that can be explained, proven, and felt

• Clarity: a brand that can say one thing cleanly and repeat it everywhere until customers start repeating it for you

The opportunity: Scale without diluting the intimacy and brand quality. Keep the “they get me” feeling even as reach and categories expand.

A Few PDP Opportunities

Overall, there’s so much that needs to be conveyed that the challenge is clear. Right now, I have a hard time knowing where to start on the page. My eye jumps so many times due to the buttons and hello bar matching colors, the buttons change throughout the page which makes scanning quickly difficult, and a strong hierarchy needs to be clearly established. These pages are intended to make the sale, I suggest removing non-essential copy and images. Using pages like the “Fit Guide” are great opportunity to create more editorial and highly informative content.

These are desktop-only notes; without a doubt, a large portion of your audience uses the mobile experience.

Images:

• Show more details about the fabric features, edit the selection to focus on fit and fabric, use other lifestyle shots to connect to social and other editorial pages on the site (examples provided to the right)

• Love the images of the “cup gap”, more details like that get right to the main questions that we have about how a bra fits

• I don’t recommend changing site colors to match holidays; there’s already so much going on, and the different shades of green make it even more difficult to establish a content hierarchy, I also think it makes the brand seem lower quality than it is

PDP Menu:

• Simplify, simplify, simplify

• These are the details that matter most; remove any additional clutter

• Right now, the bold text, the large buttons, the new design direction for the blue fit boxes, and the bundles are each vying for attention rather than working together

• The other two examples show similar information (however, missing fabric choices) but the typography, copy, CTA, and swatches balance the hierarchy well as you scroll

Details

• Currently feels very heavy and overwhleming but is informative, let’s balance that a bit better for the story we’re telling

• Adding a comparison chart (could be related to sourcing, fit, fabric, other brand-specific features)

• Adding a FAQ page to more PDP pages to show up in AEO/GEO answers

• Make these specs shoppable in LLMs for single-click purchases and brand awareness

Testimonials/Customer Reviews:

• Remove the redundant copy in the headline

• Add reviewers’ specs to help with fit, like age, fit, comfort, and quality (examples in white)

Email Capture

• Take advantage of this opportunity to show some brand personality

Overall Visual Direction

Visual Challenges and Opportunities

• Not becoming another grey brand

• Showing a POV without degrading the brand

• Creating approachable luxury

• Add additional pages to the site to help show up in LLMs. This content will help drive direct traffic.

What You Get With Me

You get a creative leader who can:

• Think like a founder

• Build like an operator

• Create with taste

• Measure like a growth marketer

• Lead like a human

If Pepper wants a VP Brand Creative who can scale soul and sales together, let’s talk.