VS & The customer Revolution

If you’ve seen the documentaries, you know that Victoria’s Secret has undergone a massive rebrand to align with the customer. The spark for this shift started internally with the insights and positive performance seen and championed by our Digital (or Direct) team, of which I led the Creative Marketing teams. We heard the customer and we shifted long ago.

Managing 26 comprehensive campaigns annually required both vision and collaboration. In tandem with the SVP Merchandising and VP Performance Marketing, I spearheaded the creative marketing department. While stores side had a distinct brand marketing team, digital had me & my teams, brand + creative. It wasn’t until much later when we transitioned to one team did I have a brand partner.

Under my leadership, my team and I worked worked with our data driven partners to understand the customer insights, set the strategy, position and integrated campaign architecture—ensuring that our campaigns were both innovative and strategically aligned with the brand's essence.

What set us apart was how closely we listened to our audience. Using solid data and feedback, it became clear: while stores continued to lean into the male gaze and a 'sexy' trend, our digital customers wanted real, comfortable, and self-empowerment. Acting on this, we built stories for print and digital that truly spoke to women.

Our content had a touch of rock and roll, collaborations with other brands, and always echoed our "Fierce Femme" spirit. This fresh take contrasted with the brand's store vibe back then, highlighting our commitment to being data-led and in tune with our customers. (For a clearer picture, you can find a comparison at the very bottom.)

While I would later oversee creative marketing for both online and stores, the work shown here marks a time when we took bold steps based on what we heard and saw from our audience.