Responsible for the product and creative vision for $300M ecommerce women's brand, Lulu's. This year long engagement entailed developing a roadmap to reset creative vision and trend for lulus.com, experiential, brand and merchandising strategies. I partnered with the board of directors to develop a short and long term with turnaround plan with brand elevation and customer awareness strategies, operational efficiencies, and a focused return to occasional and formal dresses. Work included e-commerce strategy, activations, campaigns, design, trend, marketing and product development.