WSS

At WSS, I was brought on as Creative Director during a critical inflection point, tasked with repositioning the brand culturally and creatively in preparation for acquisition. At the time, WSS had lost significant prestige with both consumers and key vendor partners. I led a full-scale creative transformation across 80+ retail locations in four states, redefining the brand's voice, visual identity, and cultural relevance.

My work spanned every touchpoint of the business, from launching WSS's first e-commerce platform to producing syndicated TV campaigns and overhauling underperforming channels like Penny Saver advertising, which saw a 10x lift in sales following creative optimization. I also led the development of WSS's flagship retail experience, a $10M+ revenue store in its first year, and introduced culturally aligned experiential launches that connected authentically with local communities.

This holistic creative reset restored brand credibility, re-engaged key vendors, and ultimately played a pivotal role in WSS's successful acquisition by Foot Locker.