ROOTS’ 50TH ANNIVERSARY
DEEP ROOTS SINCE 1973
Roots approached me during a transitional time in the months counting down to their 50th anniversary. I jumped in as the fractional SVP of Marketing to lead the development and rollout of their 50th anniversary marketing plan.
We built the Fall-Holiday ‘23 season as three chapters with an evolving storyline, identity and activation plan to showcase Roots’ timeless products, style credentials and gift’ability.
The work modernized brand codes and reached global media and audiences through content, collaborations, partnerships, events and omni-channel product storytelling.
CHAPTER TWO | DEEP STYLE
A season of self-expression and effortless style in support of the full collection launch, supported by Roots x Barbie acclaimed collaboration.
CHAPTER THREE | FOR THE ONES
A celebration of chosen families and gifting with deep intent for the Holiday season.
My Role:
Fractional SVP, Marketing
50th Campaign Creative Strategy
Creative & IMC briefs and leadership
Seasonal Investment Strategy
Team & Agency Management
Operational Foundations (budget, calendar, processes)
Integrated Channel Planning and Go-To-Market
Credit:
Brand: Roots
Creative Partners: Roots Internal / CLOSER
Creative Director: Joey Gollish
Art Direction: Jane Espiritu / CLOSER
Activation Partners: Roots Internal, Sundae PR
Photography: Roots Internal / CLOSER
Production: Roots Internal, CLOSER, Cruel