CREATIVE DRIVEN
CUSTOMER LED
DATA INSPIRED

I am a senior marketing executive and brand builder with roots in creative direction and a career spanning beauty, fashion, and editorial. With deep experience across luxury and masstige brands, including a decade at LVMH as part of Sephora’s leadership team, I specialize in uniting brand purpose with culture-shaping ideas and commercially impactful strategies. Trained in storytelling and skilled at integrating brand-building with demand-driving marketing, I lead brands in finding their voice and sharpening their edge, turning vision into velocity. I’ve partnered with both legacy and emerging brands to evolve identity, refine positioning, and deliver integrated marketing that drives growth and resonates, in stores, on screens, and in hearts.

My superpower is transforming creative vision into business growth.

MARKETING SERVICES

Brand Strategy
and Identity

Uncover what makes your brand
distinctive and define how to express it.

  • Brand audit and landscape mapping
  • Strategic positioning and brand architecture
  • Messaging, voice, and tone development
  • Visual identity systems and toolkit creation

Integrated Content
and Marketing

Create and execute full-funnel campaigns that connect with modern consumers.

  • Content strategy, creation and distribution

  • Omnichannel campaign development(digital,
    social, experiential)

  • Creative direction and copywriting

  • Influencer marketing and earned media strategy

  • Owned, earned, and paid channel integration

Growth Acceleration
and Optimization

Build measurable momentum across both platforms and partners.

  • KPI development and marketing performance tracking dashboards

  • CRM strategy, email and loyalty program development and optimization

  • Affiliate, partner & brand collaboration programs

Maybelline New York

Benefit Cosmetics

Laura Mercier

Sephora

Coach

Too Faced Cosmetics

Fenty Beauty

BaubleBar

Clinique

Cartier

Tarte Cosmetics

Brooks Brothers

BBDO

Lucky Magazine

Bare Necessities

Bloomingdale’s

Ulta Beauty

Target

EM Cosmetics

Bliss

Beardwood + Co

Beautyblender

Saatchi + Saatchi

JLo Beauty

Gotham Advertising

Mark Cross

Marie Claire Magazine

Maybelline New York Benefit Cosmetics Laura Mercier Sephora Coach Too Faced Cosmetics Fenty Beauty BaubleBar Clinique Cartier Tarte Cosmetics Brooks Brothers BBDO Lucky Magazine Bare Necessities Bloomingdale’s Ulta Beauty Target EM Cosmetics Bliss Beardwood + Co Beautyblender Saatchi + Saatchi JLo Beauty Gotham Advertising Mark Cross Marie Claire Magazine

PAST AND CURRENT BRAND PARTNERS

CASE STUDY

BARE NECESSITIES

Bare Necessities, the largest online-only intimates retailer, was at a crossroads—needing to retain its core audience while attracting a new generation. I led a full brand reinvention, redefining positioning, identity, and digital strategy. A dramatic shift was made from a performance-only model to a full-funnel marketing approach—balancing brand building with measurable performance. I built a brand marketing department to lead storytelling across channels, launched a modern influencer strategy to drive relevance and reach, brought on a new PR agency to amplify earned media and press momentum, and led a full website redesign to modernize the customer experience. We integrated earned, owned, and paid media, launched a new affiliate program, and overhauled CRM and loyalty.

Results:
+8% YoY sales growth
14% margin improvement
+22% social followers
+27% engagement
BARE by Bare Necessities grew 86% YoY

Brand Identity.

Online lingerie store homepage displaying various bras and panties, with a banner of two women by a pool promoting intimate apparel called 'Bare Intimates'.
Close-up of a white package labeled "Bare" with smaller text "Bare Necessities," on a white textured surface.
Open magazine showing a page with the text 'Find support, in more ways than one' and a colorful close-up of a person's skin and underwear.
Two women lying down together, smiling and looking at the camera, with the overlay text "Live Intimately."

SELECT PRESS COVERAGE

Screenshot of a webpage from Wirecutter with navigation tabs for Home & Garden, Kitchen, Health & Lifestyle, Tech, Baby & Kid, Style, Gifts, Podcast, and Deals. The page features an article titled 'The Best Sports Bras' in the Health and Fitness section.
Two women in bikinis lying in a swimming pool, holding hands, with their bodies partially submerged in the water.

BENEFIT COSMETICS

CASE STUDY

Promotional graphic for Brow Search at Arch Academy with two group photos of diverse women and text reading, 'Who's Brows Are Worth $50,000?'
Holiday event scene with a retro-style booth labeled "Brow Refill Station" decorated with colorful trees and greenery, a lit sign saying "Hello, gorgeous", and a marquee board welcoming to the holiday glampsite with #friendswithbenef. Pink, purple, and green lighting adds festive ambiance.

As Head of Marketing for North America—the brand’s largest and most profitable region—I led the development of cohesive omnichannel strategies that connected owned, earned, and paid media across content, influencer, retail, and eCommerce. I oversaw fully integrated product launches that spanned digital, in-store, and social, and we built a 900+ member micro-influencer ambassador network to scale authentic reach. I also drove digital innovation through first-to-market partnerships with Meta and emerging platforms like gaming.

Results:
+8pt market share gain
+10% YoY brand awareness
+64% eCommerce growth
#1 Total Makeup Circana Rank 2020
(a brand first!)

Scenes at the Roller Liner Diner, a pink-themed donut shop with customers seated inside.

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Benefit cosmetics advertisement featuring a pink lipstick and a mascara tube against a glittery background on the left, and a pink background with white and orange bold text stating, "We are the ones that we've been waiting for" on the right, with Logos of Benefit and Planned Parenthood at the bottom.
adweek Magazine article titled 'Benefit's New Campaign Is All About 'Raising a Brow' to Being Bold. Press features four women with diverse appearances, each with pink backgrounds and motivational messages written in pink and white lettering.
Benefit Cosmetics launch of a Twitch channel featuring a pixel art graphic with a pink background, a purple pixelated plus sign on the left, a yellow lightning bolt on the right, and text that reads "Game Face" with a subtitle "Get your game face on with Benefit."
Photo of Benefit Cosmetics makeup palette and packaging, including a cheek stars box and a face mask. The background is pink, and text overlay mentions marketing shift to macro-influencers.

CASE STUDY

As Fractional Chief Marketing Officer, I led a full strategic reset across marketing, reallocating spend to higher-performing, brand-building channels while navigating a challenging revenue environment. I unified DTC, Amazon, and retail under a cohesive integrated strategy and built scalable influencer, PR, and social content engines to accelerate brand relevance.

We optimized Beautyblender’s Amazon storefront by bridging social storytelling with education-led moments. This approach amplified performance across platforms, driving holistic growth and ensuring brand cohesiveness throughout the entire consumer journey—especially on Amazon.

To support execution, I restructured the internal team, replacing under-leveraged roles with fractional specialists to improve agility and reduce overhead. I also conducted a full PR agency review to strengthen media impact and accountability.

Two large pink makeup sponges with textured surfaces on a white surface against a pink background.

BEAUTYBLENDER

Amazon mobile app homepage featuring beauty blender products, images of makeup sponges, and a person holding and demonstrating the use of a makeup sponge.
Digital billboard in Times Square advertising a beauty blender, featuring a woman holding a pink makeup sponge, with a small photo of a man using a beauty sponge, and another woman holding a beauty sponge, amidst city buildings and pedestrians.

Results:
+19% YoY growth in international PR
+48.4% lift in sampling program impact
+133% increase in Instagram engagement
+100% increase in TikTok video completion rate
+11% growth in Share of Voice
+21.6% increase retailer support
program effectiveness

Set of three colorful Beauty Blender products with packaging against a pink background, including foam pop, classic, and bounce haus options.
A pink makeup sponge resting in a metallic wire egg cup on a wooden surface, with a bottle, a dish with buttons, and a hairbrush in the background.
Pink background with a teardrop-shaped beauty sponge labeled 'beautyblender' resting in a circular indentation. Text on the image says 'HUFFPOST' at the top and 'The BeautyBlender Power Pocket Puff Makes Skin Look Flawless' at the bottom.

SELECT PRESS COVERAGE

Cover of Allure magazine featuring a close-up of a woman's eye and nose, with a pink egg-shaped makeup sponge in the center, and text about a makeup tool.
rea ann silva beautyblender founder with dark hair and makeup, holding a pink beauty blender sponge, smiling, with a decorated umbrella in the background, surrounded by pink and green makeup sponges and textured blue background.
A pink beautyblender sponge surrounded by purple, cracked eggshells with black cracks on a beige background.

TOO FACED COSMETICS

CASE STUDY

In 2021, I was engaged by the Estée Lauder Companies digital team to reimagine TooFaced.com beyond e-commerce—evolving it into a destination for storytelling, discovery, and community. Together with Code and Theory, I led the early strategy and concept development, shaping how Too Faced’s brand story, shopping experience, and community could come together online.

We established a clear north star: to build a dynamic brand ecosystem where editorial storytelling, product education, and personalized experiences drive deeper connection and repeat engagement. The vision balanced Too Faced’s playful, expressive DNA with data-driven UX and modular design principles.

The resulting blueprint laid a foundation for future innovation across TooFaced.com, later reflected in features such as interactive tutorials, virtual try-on, and creator-driven loyalty experiences.

Strategic Foundation

Rebuilt site architecture integrating content and commerce for seamless discovery.

Introduced an editorial framework connecting beauty to culture, fashion, and wellness.

Concepted interactive, shoppable content formats like “Get the Look,” tutorials,
and product stories.

Proposed two signature features — the Virtual Makeup Shelf (personalized product dashboard)
and Intake Concierge (guided recommendation quiz).

Designed an evolved loyalty model rewarding purchase, content creation,
and participation.

SUGARFIX by BAUBLEBAR

CASE STUDY

Recognizing an opportunity to grow beyond its digital fanbase, BaubleBar partnered with Target to reach a wider audience seeking style and value. Working in collaboration with an external agency, I shaped the brand
strategy and creative direction that transformed this opportunity into
Sugarfix by BaubleBar—a playful, fast-fashion line for the modern style seeker. The result was a brand that translated BaubleBar’s fashion authority into an accessible, high-velocity retail experience, becoming a national success in diffusion branding.

Results:

Expanded BaubleBar’s reach into mass retail,
unlocking new volume and awareness

Achieved nationwide rollout and strong category
performance at launch

Established a distinct identity that complemented
and elevated Baublebar

SEPHORA

CASE STUDY

Close-up of a woman with blue eyes and red lipstick, holding a curved mirror that reflects her face, revealing colorful lipstick and red nail polish, with visible Sephora logo on the mirror.

As Sephora North America’s first Head of Creative Marketing, I played a foundational role in shaping the brand’s identity during its most explosive period of growth—from $120M to over $2B. I built and scaled an 
in-house creative team from the ground up, transforming how Sephora delivered brand storytelling at scale.

By establishing Sephora’s omnichannel brand voice, I helped unify the customer experience across retail, eCommerce, social, and content—long before “360° marketing” became industry standard.

Acting as both creative lead and agency of record, I led the development of breakthrough campaigns for Sephora Collection, redefining the private label as a cultural and commercial force. I also played a key role in launching early exclusive brands that set the stage for what would become Kendo—building the visual and verbal foundations that helped these brands gain traction and lasting relevance. This work helped solidify Sephora’s leadership in beauty retail and laid the groundwork for its reputation as a global brand incubator.

Results:
$120M to $2B+: Led creative that fueled
10x growth through brand-building
and digital innovation.

Delivered 100+ industry leading campaigns annually across retail, digital, packaging,
and direct mail.

Creative leadership helped grow Beauty Insider
to 10M+ members in 5 years, making it one
of retail’s most successful loyalty programs.

Close-up of a woman with vibrant makeup and long black hair, with makeup products including eyeliner, eyeshadow, and a black eyeshadow palette from Sephora, promotional background for fall makeup featuring metallic lids.
A woman with red lips and blue eyeliner is featured in a Sephora makeup advertisement. The image shows various red lipsticks and lip glosses. The text reads 'The face of fashion fall's statement piece: Fiery lips' and 'Transforming beauty SEPHORA' with a QR code in the top right corner.
Close-up of lips with red lipstick, tongue slightly out with a small knife gently touching it. sephora logo on lips
Laptop screen displaying a multimedia presentation with four video thumbnails and text 'Sephora Trend Report'.
The entrance to a Sephora store with large advertisements for Dior makeup featuring a model with wavy brown hair, and mannequins dressed in fashionable clothing and accessories displayed outside.
A book titled 'SEPHORA' by Melissa Schweiger with a cover photo of a woman with red hair applying makeup with various makeup products. The book is stacked on top of two other copies of the same book.
Urban street scene with digital advertisements, billboards for Sephora, and graffiti art on a building wall.

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