Macy’s Brand Voice System +
Enterprise Rollout
I led the development and enterprise-wide rollout of Macy’s Brand Voice Guide following the launch of Own Your Style. I defined four voice pillars: Welcoming, Helpful, Witty, Inspiring, and established tone guardrails, rules, and real-world usage across marketing, web, CRM, UX, product, and store touchpoints. I trained writers, designers, and cross-functional partners to operationalize the system at scale, then embedded the voice into a custom AI writing tool that generated $250K in incremental email revenue.
