Digital Platforms

Developing communication channels for women has always been part of my forte.     In 2008 I founded LipstickTracez.com  to fill a void in the women's online streetwear space.  At the time there was nothing that spoke from a women's point of view to this growing culture and phenomenon (athleisure).    Lipstick became a critically acclaimed global site that provided a culture centric, lifestyle-driven destination for women interested in contemporary art, fashion and design culture.

Contributing photographers and artists: Alex Prager, Marilyn Minter, Andrea Land, Danielle Levitt, Emily Shur, Shane McCauley, Justine Cooper,Jason Schmidt, Angela Boatwright, Melanie Pullen, Catherine Opie, Juliana Sohn, Amy Guip, Cara Bloch, Mike Piscitelli, Curtis Buchanan, Mickalene Thomas, Anna Gaskell, Wouter Vandenbrink, Jesse Carmody, Takuya Uchiyama, Rip Zinger  

Contributing editors and writers:  Nanako Enya, Brett Anderson, Barbara Kramer, Sara Rosen, Karen Kimmel, Laura Stein, Angelique Groh, Tiffany Godoy, Joy Yoon.  

Creative Editorial Director and Founder:  Reggie Casagrande . Digital Agency: Ordinary Kids.  Developer:  NYA Media /Nathan Arnold.  Graphic Designer: Anne Gillespie.  Photo Editor: Jesse Carmody  Marketing Manager: Ashley Kucich

When i went to adidas In 2012 they set out to set up the women's platform.    We set out to re-frame how Women see and experience the adidas brand with their 'all in for #mygirls' longterm campaign initiative, built upon a strategy to drive brand re-appraisal across all fronts: Communication, Shopping & Participation.  Commerce through content.

The shoppable content experience is www.adidas.com/mygirls.   the initiative was live 2013-2015

analytics after one year::

3 million unique visitors

31,000 hours of engagement

4,970,000 euro in referred sales

ecom basket 20% higher

213 countries reached

My role in 2012 started as editor and digital strategist of the platform, within a year I was promoted to Sr. Brand Manager leading on all brand creative and editorial marketing for the platform and womens initiative.