KonMari by Marie Kondo

KonMari by Marie Kondo is a global lifestyle brand built on a simple philosophy: keep what sparks joy. Anchored by the KonMari Method of tidying by category, the brand has expanded into education, content, a certified consultant program, and an e-commerce shop of tools designed to support more intentional living.

As the Senior Director of Brand Strategy and Partnerships, I owned the brand alignment, the partnerships strategy, and the integrated launches across creative, comms, and commerce.

Brand alignment and governance

  • Reunified brand narrative, voice, and visual execution across teams and channels

  • Built decision frameworks and guardrails so content, product, PR, and partners stayed consistent

  • Established operating cadence for cross-functional planning and launch execution

Partnerships strategy and program rebuild

  • Restarted the partnership program by defining ideal partner criteria, value exchange models, and brand safety standards

  • Built the pipeline from outreach and pitching through creative concept, negotiation, legal, and launch

  • Developed partnership playbooks, briefing templates, and approval workflows to reduce friction and speed launches

  • Partners included Google One (and Keegan Michael Key), The Container Store, Shutterfly, BlueSky & Target, Cariuma, Stasher, Brenee Brown, and Chani Nicolas to name a few.

Contracting and deal negotiation

  • Led partnership negotiations and contract structures, aligning legal, brand requirements, timelines, and deliverables

  • Protected brand integrity through usage rights, creative controls, approvals, claims language, and deliverable standards

  • Ensured partnerships were operationally and financially viable, as well as exciting on paper

Campaign concepting and launch leadership

  • Concepted partnership campaigns and cross-channel launch plans

  • Translated partner value and product truth into messaging frameworks, creative directions, and channel modules

  • Oversaw production calendars and launch readiness across e-commerce, email, social, and PR

Creative production and photoshoots

  • Led shoot concepting, shot lists, styling direction, production coordination, and asset delivery

  • Ensured assets were channel-ready for PDP, email, paid, organic social, and PR needs

  • Managed external photographers, studios, and production vendors

PR, communications, and agency management

  • Owned brand comms planning, messaging alignment, and agency orchestration

  • Managed external agencies across creative, PR, events, and production

  • Drove coordination between announcements, press moments, content drops, and e-commerce priorities

Team leadership and cross-functional management

  • Managed the e-commerce team, brand team, and partnerships team

  • Set priorities, clarified ownership, and removed blockers across functions

  • Balanced brand building and revenue outcomes without sacrificing either

Experiential and post-COVID events

  • Brought in-person experiences back after COVID with a cohesive look, feel, and run-of-show

  • Extended the brand into physical environments through experience design and branded touchpoints

Founder liaison role

  • Acted as Marie Kondo’s internal liaison to translate founder's vision into actionable direction

  • Kept approvals efficient and protected the brand by resolving ambiguity quickly

  • Ensured leadership decisions were reflected consistently across creative, comms, and partnerships

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