Ross Spring campaign featuring a fashion crew on a truck

ROSS DRESS FOR LESS

I joined Ross at a point when the brand was beginning to rethink how it showed up in the market.

What started as leading the account quickly became something broader: helping connect production, social, influencer, experiential and the larger retail organization in ways that made the marketing stronger and easier to make.

McKinney / 2025–Present

One recurring challenge was seasonal product access.

Creators needed the right assortment at the right moment, but the realities of off-price retail made that difficult to manage through traditional influencer production.

We helped create Ross’s first influencer event, giving creators access to seasonal merchandise while creating a new content moment for the brand.

It also created a reason for marketing and merchants to work more closely together.

Behind the campaigns, a lot of the work was operational.

I helped build an annual production plan tied to the retail calendar, consolidate shoots to create more usable content across channels, broaden the production partners we worked with and streamline approvals.

A lot of the opportunity came from connecting teams that had historically worked more independently.

I became someone the client could bring a business problem to before there was necessarily a marketing brief attached to it.

Sometimes the answer was a campaign. Sometimes an activation. Sometimes a production solution. Sometimes it was simply getting the right people into the same conversation.

That became one of the most interesting parts of the work.

“The brief wasn’t always the starting point.”

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