Nordstrom NYC was the highest-profile and most-anticipated store in the company’s history. I was the lead execution writer during all phases, which began with the opening of the Men’s Store in the fall of 2018, and completed with the opening of the Nordstrom Tower store in October of 2019. Advertising for the stores was multi-phased and involved national media, culminating in the biggest opening weekend in the history of the company for the Tower opening—with over 85k customers and close to $10 million in sales.

This one-of-a-kind sale is a yearly celebration for Nordstrom, where new merchandise goes on sale for a limited time. Revenue from this sale is only eclipsed by holiday, with a marketing budget devoted to all channels. This year, I served as the digital lead execution writer for the pre-public and public portions sale. 2020 proved challenging for retail, but customers responded strongly to the merchandise offering, with online sales representing 60 percent of revenue for the event.

This new shopping concept offers the services of a full-line store without the large footprint of a mall location. Customers can pick up orders, have a consultation with a stylist or tailor, make a return, or perform other tasks in a convenient, neighborhood location. Starting on Melrose Ave. in Los Angeles, this experiment proved successful enough to now include five LA-area locations, plus two in New York City—with plans for locations in metro areas across the country. I was lead execution writer as these first locations opened to the public, working on digital, print and media pieces for pre- and post-opening.

This campaign started as a brainstorm for a fresh approach to the back-to-school season. I suggested the today/tomorrow convention, with the idea being fleshed out more fully by the art directors with styling and props. It then evolved into a cohesive story across the site and email.

This was one of the first multi-channel projects involving the new Strategy Team. After landing on my suggestion of using the convention of checking the time as the setup for the framing of the story, with specific activities featured through still photography and video, I worked alongside the art director for ideas to fully flesh out the storyboard, taking into consideration co-op dollars provided by vendors. Adjusting to the changing strategies from merchandising and marketing partners made this one a challenge, but the end result proved to be rewarding.

This campaign was coordinated with Nordstrom Canada team and involved media, print, digital and social to promote the opening of the largest flagship store in Nordstrom history at that time. The project evolved through phases, with events and special promotions added as the planning was finalized. During the opening of the store, special events throughout the day required live-feed video with updates hourly. I served as lead digital writer, working on pre-opening and opening day events, then post-opening site updates.

This legendary customer loyalty program features exclusive offers and services available only to members. I served as lead digital writer, creating online content to coordinate with print materials—to elaborate on information and provide added detail for print sources, as well as crafting the usual email marketing and site content.

I was the lead execution writer for this limited-time holiday promotion that featured sale product staggered throughout the first week of the holiday season. The buildup started with a preview page, then on to site placements and marketing that changed daily. Shifting strategies, fulfillment issues, and multiple rounds of feedback proved challenging, but in the end, our holiday sales budget forecast was met—despite the pandemic.

This unique project involved merchandising fine art on a digital platform and creating a showcase for the various artists' work. After researching their backgrounds, the experience included brief descriptions of each artist and their aesthetic, with a more robust description of their biography appearing on the product pages.

This experience came about from a request from the Home team to increase awareness of the rugs that Nordstrom carried. We created a guide to provide answers to some of the most commonly-asked questions while incorporating information provided from vendor sources.

This campaign began as a site experience then later morphed into a series of emails to introduce customers to brands that were new to Neiman Marcus. Included in the experience were quick two-word descriptions of the brands. The emails allowed for more space to give a short rundown of their history and aesthetic and often featured quotes from the designers.

This series of emails stemmed from the idea of the New Additions project, giving more space for background information and interesting tidbits about established brands.