Built brand awareness and community for Birchbox during a formative period of growth, working across communications, strategic partnerships, creator relationships, and experiential marketing. Developed programs connecting the brand with beauty, entertainment, and culture, helping translate Birchbox’s digital discovery model into real-world experiences and introducing the brand to new audiences through creators, talent, editorial partners, and events.

Work extended across major cultural moments and physical retail experiences, including Sundance, Coachella, BeautyCon, and Birchbox’s expanding offline presence, as the brand experimented with pop-ups, partnerships, and new ways to bring its community together in person.