RETAIL & SHOPPER MARKETING

From boutiques to big-box retailers, I craft omnichannel strategies that propel, sell and create loyal communities.

By understanding the customer journey, I guide buyers from awareness to desire to purchase, driving both traffic and advocacy.

While competitors leaned on cutesy tropes, a witty, grown-up voice redefined Oh Baby as an upscale retailer.

Client: OhBaby • Agency: Katalyst

While competitors leaned on cutesy tropes, a witty, grown-up voice defined Oh Baby as an upscale retailer.

A person standing near a tent on a rocky shore at night, looking at the starry sky with a flashlight, with a flashlight beam pointing at the sky, and the reflection of the stars on the water. The image promotes Interstate All Battery Center with the

A person standing near a tent on a rocky shore at night, looking at the starry sky with a flashlight, with a flashlight beam pointing at the sky, and the reflection of the stars on the water. The image promotes Interstate All Battery Center with the text 'Your Interstate of Mind' and 'Freedom'.

A motorcyclist performing a jump at sunset with the sky and clouds in the background, promoting Interstate All Battery Center with text indicating 'Your Interstate of Mind' and keywords about long-lasting batteries.

A motorcyclist performing a jump at sunset with the sky and clouds in the background, promoting Interstate All Battery Center with text indicating 'Your Interstate of Mind' and keywords about long-lasting batteries.

A person in a straw hat trims or shapes lush, round green topiary bushes in a garden or hedge maze. The image features the logo of Interstate All Battery Center and the slogan 'Your Interstate of Mind,' with the words 'Unstoppable' and the phrases 'M

A person in a straw hat trims or shapes lush, round green topiary bushes in a garden or hedge maze. The image features the logo of Interstate All Battery Center and the slogan 'Your Interstate of Mind,' with the words 'Unstoppable' and the phrases 'More power. More possibilities.'

Client: Interstate All Battery Centers • Agency: Katalyst

This rebranding campaign transformed battery features into emotional benefits to showcase product breadth and overcome perception as “just a car battery store.”

Concepting Case Study

Strong creative platforms are built on insights-driven strategies and consumer understandings. I’ve learned my craft by partnering with some of the most talented strategic planners in the business. Here’s a snapshot of how product USPs and category opportunities meld with human insight to illuminate the path to big ideas.

ASSIGNMENT

Develop a retail activation plan to build awareness and drive trial of the stainmaster® line of consumer carpet stain removal products.

The challenge: Stand out in a crowded category of well-established brands.

Find out what matters to moms

  • She wants her home to be liveable and comfortable for all its inhabitants—even dogs that like to dig and kids that only seem to spill red drinks.

  • Families like to spend time at home together having fun:

    - 55% more likely than the general population to play board games & card games

    - 28% more likely than the general population to BBQ

Just as soon as you get one stain up, another mess or spill puts you back in the wash bucket.

Now, you can power out tough stains and keep them out – your cleaning days are over.

With Stainmaster’s breakthrough technology, your carpet stains from future fiascos so you can take that bucket off your bucket list.

DON’T CLEAN YOUR CARPET. MASTER IT.

CARPET DIEM

Movie nights filled with buttery popcorn and sticky soda. Muddy romps with the family pup.

With Stainmaster, you can seize the joy without spills and paw prints staining your style.

Stainmaster's breakthrough stain barrier lets you clean today, and shield your carpet for tomorrow.

To that, we say carpet diem!

STAINMASTER® CHALLENGE

Retail activation: store events/trial & sampling

Retailers put carpet samples to the test with Kool-Aid (gasp!) and messy snacks.

Social:

Stainmaster’s followers share their carpet disaster / Stainmaster rescue images to earn rewards.

A young girl in pink rain boots, jeans, and a colorful raincoat with yellow and pink sections, stands on a digital grid pattern. She is splashing in muddy puddles with mud flying around her, smiling and looking down. The image appears to be an advertisement for stain removal spray called "Stainmaster," with the slogan "Master the Joy of less cleaning, more living," and a description highlighting its stain and dirt repelling technology.

CREATIVE SOLUTION

Agency
Anthem (SGK)

Strategic Planner
Ginger Smithwick

An infographic with a white background and green and gray accents. It highlights stats on women spending 1.5 years cleaning, concerns from household CEOs about stains, and solutions to stop the stain cycle, including shelf and aisle products with quotes from a source at Google.
Three colorful popsicles on white background with melted ice cream and syrup.
A young girl in a yellow dress with a daisy headband reading a book on the carpet next to a large brown dog. A bottle of Stainmaster carpet stain remover spray is in the foreground.