This was a consulting project with Bath & Body Works to help them with their rebranding strategy. I led a team of 10 in figuring out how a new BBW brand could feel like it truly belongs—whether in Columbus, St. Paul, or Austin.

Taste isn’t just about products; it’s about place, energy, culture. Using insights on science-backed products, transparency, and emotional appeal, we mapped out how to make each brick-n-mortar store feel natural in its neighborhood, how to bring that same feeling online, how to build something people want to claim as their own.

As project manager, I kept us moving—researching, refining, deciding what stays and what goes. This was us shaping something real, something rooted.