Macy’s Brand Platform Refresh +
Editorial Content Strategy
Macy’s was heavily promotion-led, resulting in fragmented storytelling. I led the creative strategy and voice framework for Own Your Style, a new brand platform that marked Macy’s shift to a creative-led editorial content strategy. The platform redefined how content was planned and evaluated across the organization.
Result: Own Your Style became the foundation for Macy’s editorial content strategy and drove a 22% increase in organic traffic.
