Craftwork Design Co.

As an E-Commerce Account Manager at Craftwork, I led integrated marketing activations and merchandise programs for eight consumer brands. Managed end-to-end Shopify storefront operations and analyzed KPIs to continuously optimize merchandising strategies and maximize revenue. Developed and scaled multi-channel marketing campaigns across Meta, Google Ads, email, and SMS to accelerate customer acquisition and retention. Additionally, I directed merchandise planning, vendor sourcing, and budget allocation to consistently hit profitability targets across all client accounts. In order to execute successful collections, I guided cross-functional teams spanning UI/UX, graphic design, and video production to align multi-channel growth initiatives with product launches, activations, and campaign deadlines.

Below is a highlight of the campaigns and projects I developed and launched at Craftwork with high-profile brands.

A collection of orange-themed summer items on grass includes a hand fan, a hat, a water bottle, and a mesh bag with oranges.

APEROL

Developed the influencer kit strategy for Aperol's Aperolidays campaign. Engineered a social media-worthy unboxing experience designed for high-profile influencers and talent partners, featuring custom brand elements, festive touchpoints, and an exclusive vinyl record from global icon Hilary Duff to drive social engagement and organic coverage.

Additionally, spearheaded Aperol's Coachella Activation featuring Joe Jonas, directing the launch of a festival-forward merchandise collection. The highly successful activation drove massive event turnout, with merchandise sales becoming Aperol's top revenue driver for the campaign while boosting click-through rates (CTR) to 4%.

Two men toasting with glasses of whiskey in a living room with large windows, bottles of Pendleton whiskey on the table, and a sign that reads "Father's Day Gift Bundles".

PENDLETON WHISKY

Orchestrated key activations for Pendleton Whisky, including their national Father's Day Campaign and an exclusive co-branded collaboration with Pendleton Woolen Mills at the Pendleton Round-Up. Partnered closely with external partner agencies to align media, creative, and fulfillment for a seamless national Father's Day rollout. For the Round-Up collaboration, managed the development of a custom merchandise collection (launching September 15th) crafted from upcycled wool fabric runs, blending sustainable craftsmanship with Western heritage to drive revenue and audience engagement.

A collection of Purely Elizabeth snack products, hats, and accessories display in front of a pink sign promoting the brand's qualities.

PURELY ELIZABETH

Managed the experiential strategy and merchandise for Purely Elizabeth, leading their Protein Granola Pop-Up in Venice Beach as well as their back-to-school college activation influencer kits. Oversaw event logistics, custom apparel, and on-site brand touchpoints in Venice Beach, while designing targeted college influencer mailers to fuel viral social content, drive consumer trial, and elevate brand awareness across university campuses.

Check out the Protein Granola Pop-Up!

A young woman with dark hair and freckles is holding a bottle of Kraken rum in her left hand and a lit firecracker in her right hand. She is wearing a white T-shirt with a graphic design and text that says 'Survivor the Kraken Spiced Rum.' The background shows a sunset or dusk at a beach or desert, with a dark landscape and a few rocks or formations in the distance.

kraken rum

Spearheaded the social campaign, product development, and distribution of official X-Games merchandise for Kraken Rum. Led an artist collaboration with Thomas Fernandez of Santa Cruz Skateboards, fusing skate culture aesthetics with Kraken's iconic branding to produce limited-edition apparel and collectible merchandise that boosted brand visibility across social media channels.

Check out the viral cocktail reel my team developed.

Impact & Capabilities Demonstrated

Core Impact & Metrics

  • Turned merchandise from a simple promotional tool into a primary profit driver, most notably leading Aperol's Coachella campaign where merch sales became the top revenue generator.

  • Achieved exceptional campaign performance for Aperol, driving a 4% CTR that significantly outperformed the liquor industry benchmark of ~1%. This result proved highly effective audience targeting and strong creative resonance across digital channels.

  • Successfully managed and scaled multi-channel activations and co-branded retail drops across major national events .

Key Capabilities

  • Managed multi-party, high-stakes partnerships involving A-list talent (Joe Jonas, Hilary Duff), legendary artists (Thomas Fernandez / Santa Cruz Skateboards), and heritage brand partners (Pendleton Woolen Mills).

  • Seamlessly connected physical activations with digital e-commerce, multi-channel paid media, and owned lifecycle channels .

  • Directed total product lifecycles on Shopify, spanning product sourcing, inventory planning, vendor management, budget allocation, and profitability optimization.

  • Led multi-disciplinary internal teams (UX/UI, design, video) while coordinating with external partner agencies to execute unified, nationally aligned rollouts on strict deadlines.