Developed Old Navy’s first-ever tween apparel collection.

My contributions:

  • Brand Development

  • Marketing Strategy

  • Consumer Insights

  • Copywriting & Creative Direction

  • Program Execution

The challenge:

Old Navy’s children’s apparel was a core part of its business, but Gen Alpha tweens often aged out, turning to brands that better matched their style and values.

Lacking the consumer insights and channels to engage this in-between age group—along with their parents who controlled their spending—Old Navy turned to POPSUGAR for strategic guidance.

The approach:

I served as the central business owner of PS x ON, a first-ever apparel collaboration from POPSUGAR and Old Navy for tweens launching during back to school season 2020, carried in the brand’s entire fleet of 600 stores in both the US and Canada.

I oversaw all levels of the brand development—from sourcing consumer insights, hosting Gen Alpha focus groups to guide the assortment, to casting talent, building/executing the marketing strategy, campaign assets, copy, and in-store fixtures—working closely with Old Navy’s executive team and merchants at every stage of the process.

With the onset of the pandemic mid partnership flight, I led real-time production optimizations for COVID-compliance, ensuring a timely and successful launch.

The results:

PS x ON exceeded Old Navy sales benchmarks by over 25%, leading to a renewal of the collaboration for Holiday 2020.

Marketing efforts for the brand generated over 150M media impressions.

Partnership with the Boys & Girls Club raised over $100,000 in corporate and consumer donations for the organization.