The idea for JCPenney’s Content Hub first took shape as a pitch I brought forward, later evolving into a reality through collaboration with leaders across eCommerce, Product, Marketing, and Creative. By merging content and commerce, we built a more engaging, story-driven shopping experience—boosting conversion rates and average order value while strengthening customer connections with the brand.

Creative strategy for CRM and email marketing required a strong partnership between the CRM team and creative leads to craft campaigns that seamlessly blend storytelling, personalization, and data-driven insights. As the marketplace evolves, efforts have focused on simplifying messaging, optimizing workflows, and incorporating AI-driven innovations to ensure customer engagement remains relevant, efficient, and impactful.

A key contributor to JCPenney’s “Really Big Deals” campaign, I worked alongside creative, marketing, and CRM teams to develop a bold, customer-first approach that attracted millions of new customers and drove record-breaking sales. The campaign reinforced JCPenney’s value-driven brand position while delivering major revenue growth.

By partnering with merchants, we showcased top-rated products through enhanced PDPs, customer testimonials, and targeted email campaigns. This strategy leveraged SEO, social proof, and storytelling to boost engagement and conversion.

We developed a centralized brand directory to streamline navigation and improve brand discoverability. By optimizing SEO strategy, UX, and URL structure, we created a product-first hierarchy that enhances search visibility, user experience, and marketing performance. A gradual brand representation approach ensured a smooth crawl-walk-run rollout, strengthening internal linking and structured navigation