While conducting a research project identifying the best up and coming brands in the sports and wellness sectors, I helped identify women’s surf as an important white space in a market traditionally centered on the male perspective.
Out of this need, together with my team at Solera we created Ansea - a women’s surf and lifestyle brand. The brand debuted with a collection of designs by Abigail Lorick featuring Yulex foam wetsuits, swimwear, ready-to-wear, and accessories. Our launch was covered by major publications such as WWD, Forbes, and Vogue.
Prototype wetsuit I designed
From a shoot I produced
Developed a comprehensive strategy to relaunch Calypso St Barth as a sustainable DTC brand by addressing product offerings, pricing, distribution, and marketing to reconnect with historic and new customer base.
Project required comprehensive review of brand identity, value proposition, production and distribution channels, competitors, and customer feedback.
Once relaunched, I helped establish new partnerships and alliances to enhance brand visibility and expand customer base.
bottom row from shoots I produced
As Latina was looking to secure bigger partnerships to increase revenue and reach, I assisted the team in navigating terms for a Converse collaboration we produced an editorial for. The editorial went hand-in-hand with a social campaign our team was responsible for producing.
Since 2021 we more than doubled our instagram impressions and generated organic and consistent year over year growth. I have worked with the team to book established and up-and-coming names in the Latin community such as Kali Uchis and Omar Apollo for editorial features.
Led major business decisions at Solera Sports, a comprehensive sports platform capitalizing on the high growth youth sports market, that led to profitability in the operating companies SuperMe Performance and Force Athletics.
Restructured the management teams and helped implement systems such as customer relationship management, risk management, and continuous improvement reviews. Under my management we developed strategies to meet target margins, acquire new contracts, expand business verticals, and attract local and national sponsorships.
Produced campaign aimed at repositioning brand to appeal to a younger generation of riders. Assembled team and cast for shoot, scouted location, and oversaw rollout of media campaign over social and in-store.
Photos and BTS from shoot I produced
