lululemon | Content Production Specialist (Promoted from Storyteller) | 2019 - 2022
2019 - 2022
lululemon | Content Production Specialist (Promoted from Storyteller)
lululemon | Content Production Specialist (Promoted from Storyteller) | 2019 - 2022
Intersection of culture, community & commercial performance
Intersection of culture, community & commercial performance
Promoted from Storyteller to Content Production Specialist, pioneered the pivot from traditional ambassadors to digital-native creators, shaped the brand's first influencer partnership infrastructure, foundational TikTok strategy, and produced the highest-performing social post in brand history, all informed by cultural acumen, brand sentiment, competitive analysis, and CEO-driven KPIs.
+829%
Engagement lift on foundational TikTok strategy
+309%
Above benchmark, top-performing post in brand history and catalyst for global sizing expansion and in-store accessibility
+702%
Video views through co-launching TikTok and defining platform-native creative standards
App's new user onboarding video, concept to delivery
+57%
Digital product sales through the first creator-led influencer partnership infrastructure
Overview
Significant brand equity with a content ecosystem built for safety over cultural resonance. As competition intensified and Gen Z and men's audiences became strategic priorities, the brand lacked creator infrastructure, platform-native storytelling capability, and the integrated social planning required to compete at the cultural level its positioning demanded.
Overview
Significant brand equity with a content ecosystem built for safety over cultural resonance. As competition intensified and Gen Z and men's audiences became strategic priorities, the brand lacked creator infrastructure, platform-native storytelling capability, and the integrated social planning required to compete at the cultural level its positioning demanded.
Overview
Significant brand equity with a content ecosystem built for safety over cultural resonance. As competition intensified and Gen Z and men's audiences became strategic priorities, the brand lacked creator infrastructure, platform-native storytelling capability, and the integrated social planning required to compete at the cultural level its positioning demanded.
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Challenge
Storytelling prioritized polished creative over cultural relevance and platform-native behavior, limiting the brand's ability to connect with emerging audiences authentically.
Legacy perception challenges around inclusivity continued to undermine audience trust, with community representation failing to consistently reflect the brand's stated values.
Men and Gen Z were identified as strategic growth priorities despite slowing sales, while TikTok, creator ecosystems, and paid social remained largely untapped commercial opportunities.
No scalable creator or influencer operating model existed, with social launch planning relying on fragmented, manual workflows requiring alignment across Product, Styling, Marketing, Legal, agencies, and community partners.
Challenge
Storytelling prioritized polished creative over cultural relevance and platform-native behavior, limiting the brand's ability to connect with emerging audiences authentically.
Legacy perception challenges around inclusivity continued to undermine audience trust, with community representation failing to consistently reflect the brand's stated values.
Men and Gen Z were identified as strategic growth priorities despite slowing sales, while TikTok, creator ecosystems, and paid social remained largely untapped commercial opportunities.
No scalable creator or influencer operating model existed, with social launch planning relying on fragmented, manual workflows requiring alignment across Product, Styling, Marketing, Legal, agencies, and community partners.
Challenge
Storytelling prioritized polished creative over cultural relevance and platform-native behavior, limiting the brand's ability to connect with emerging audiences authentically.
Legacy perception challenges around inclusivity continued to undermine audience trust, with community representation failing to consistently reflect the brand's stated values.
Men and Gen Z were identified as strategic growth priorities despite slowing sales, while TikTok, creator ecosystems, and paid social remained largely untapped commercial opportunities.
No scalable creator or influencer operating model existed, with social launch planning relying on fragmented, manual workflows requiring alignment across Product, Styling, Marketing, Legal, agencies, and community partners.
Strategy
Shifted storytelling from polished lifestyle content toward authentic, community-rooted narratives, building regional proof of concept capable of influencing broader global strategy.
Positioned creator partnerships as a commercial growth engine for emerging audiences, validating change through measurable experimentation rather than opinion.
Developed creator playbooks, governance, workflow standards, and scalable operating practices, integrating Product, Styling, and Marketing into social launch planning to improve speed and launch effectiveness.
Championed TikTok-first creative and introduced more culturally responsive storytelling approaches that expanded the brand's creative range beyond traditional conventions.
Strategy
Shifted storytelling from polished lifestyle content toward authentic, community-rooted narratives, building regional proof of concept capable of influencing broader global strategy.
Positioned creator partnerships as a commercial growth engine for emerging audiences, validating change through measurable experimentation rather than opinion.
Developed creator playbooks, governance, workflow standards, and scalable operating practices, integrating Product, Styling, and Marketing into social launch planning to improve speed and launch effectiveness.
Championed TikTok-first creative and introduced more culturally responsive storytelling approaches that expanded the brand's creative range beyond traditional conventions.
Strategy
Shifted storytelling from polished lifestyle content toward authentic, community-rooted narratives, building regional proof of concept capable of influencing broader global strategy.
Positioned creator partnerships as a commercial growth engine for emerging audiences, validating change through measurable experimentation rather than opinion.
Developed creator playbooks, governance, workflow standards, and scalable operating practices, integrating Product, Styling, and Marketing into social launch planning to improve speed and launch effectiveness.
Championed lululemon's first campaign built around plus-size talent of color, producing the top-performing content asset in brand history and surfacing broader gaps in accessibility and size inclusion across creative pipelines.
Strategy
Shifted storytelling from polished lifestyle content toward authentic, community-rooted narratives, building regional proof of concept capable of influencing broader global strategy.
Positioned creator partnerships as a commercial growth engine for emerging audiences, validating change through measurable experimentation rather than opinion.
Developed creator playbooks, governance, workflow standards, and scalable operating practices, integrating Product, Styling, and Marketing into social launch planning to improve speed and launch effectiveness.
Championed TikTok-first creative and introduced more culturally responsive storytelling approaches that expanded the brand's creative range beyond traditional conventions.
Execution
Produced regional community-led campaigns that became internal proof points for broader global storytelling.
Led lululemon's first influencer-led paid social initiative, overseeing talent strategy, negotiation, creative direction, approvals, editing, copy, and campaign delivery end to end.
Built foundational creator governance spanning contracts, compliance, compensation, styling integration, production standards, and cross-functional workflows.
Directed agency and production partners across budgeting, on-set execution, and final creative delivery.
Co-launched TikTok, helping define platform-native creative standards and seasonal content guidance for the brand.
Championed lululemon's first campaign built around plus-size talent of color, producing the top-performing content asset in brand history and surfacing broader gaps in accessibility and size inclusion across creative pipelines.
Executive produced Freedom March NYC documentary coverage, directing field production under compressed timelines with footage later featured in Ciara's Rooted.
Execution
Produced regional community-led campaigns that became internal proof points for broader global storytelling.
Led lululemon's first influencer-led paid social initiative, overseeing talent strategy, negotiation, creative direction, approvals, editing, copy, and campaign delivery end to end.
Built foundational creator governance spanning contracts, compliance, compensation, styling integration, production standards, and cross-functional workflows.
Directed agency and production partners across budgeting, on-set execution, and final creative delivery.
Co-launched TikTok, helping define platform-native creative standards and seasonal content guidance for the brand.
Championed lululemon's first campaign built around plus-size talent of color, producing the top-performing content asset in brand history and surfacing broader gaps in accessibility and size inclusion across creative pipelines.
Executive produced Freedom March NYC documentary coverage, directing field production under compressed timelines with footage later featured in Ciara's Rooted.
Execution
Produced regional community-led campaigns that became internal proof points for broader global storytelling.
Led lululemon's first influencer-led paid social initiative, overseeing talent strategy, negotiation, creative direction, approvals, editing, copy, and campaign delivery end to end.
Built foundational creator governance spanning contracts, compliance, compensation, styling integration, production standards, and cross-functional workflows.
Directed agency and production partners across budgeting, on-set execution, and final creative delivery.
Co-launched TikTok, helping define platform-native creative standards and seasonal content guidance for the brand.
Championed lululemon's first campaign built around plus-size talent of color, producing the top-performing content asset in brand history and surfacing broader gaps in accessibility and size inclusion across creative pipelines.
Executive produced Freedom March NYC documentary coverage, directing field production under compressed timelines with footage later featured in Ciara's Rooted.
Business Impact
+702% video views, +829% engagement, and +222% YoY follower growth by co-developing and launching lululemon's foundational TikTok strategy and creator ecosystem.
+309% above benchmark, the top-performing content asset in lululemon history at the time, by pioneering the brand's first campaign featuring plus-size talent of color; the response prompted to extend inclusive sizing, in-store accessibility, and representation across additional core products.
+57% increase in digital product sales through lululemon's first creator-led influencer partnership strategy.
17% improvement in workflow efficiency and 22% faster time-to-launch by standardizing production governance, contracts, budgets, and cross-functional workflows.
Directed field production for Freedom March NYC's Brooklyn Juneteenth Rally under lululemon's advocacy programming, stepping in after the assigned director didn't show. Footage later featured in Ciara's Rooted music video.
Established scalable creator, TikTok, and production operating frameworks, strengthening governance, cross-functional collaboration, and long-term content operations.
Regional storytelling became the internal proof point that shifted how lululemon approached global content strategy, moving the brand away from polished convention toward community-rooted, culturally grounded creative.
The creator and influencer infrastructure built during this engagement became the foundation for the brand's long-term partnership and paid social operating model.
Four years after pitching a celebrity ambassador program with Lewis Hamilton as the launch partner, he signed with lululemon as a global brand ambassador, validating the strategic direction and cultural positioning advocated for during this engagement.
Foundational TikTok strategy and governance frameworks established during this role became reusable infrastructure that scaled across the brand's broader digital ecosystem.
The Freedom March NYC documentary footage later featured in Ciara's Rooted, earning cultural recognition well beyond lululemon's own platforms and demonstrating the lasting value of community-first production.
Business Impact
+702% video views, +829% engagement, and +222% YoY follower growth by co-developing and launching lululemon's foundational TikTok strategy and creator ecosystem.
+309% above benchmark, the top-performing content asset in lululemon history at the time, by pioneering the brand's first campaign featuring plus-size talent of color; the response prompted to extend inclusive sizing, in-store accessibility, and representation across additional core products.
+57% increase in digital product sales through lululemon's first creator-led influencer partnership strategy.
17% improvement in workflow efficiency and 22% faster time-to-launch by standardizing production governance, contracts, budgets, and cross-functional workflows.
Directed field production for Freedom March NYC's Brooklyn Juneteenth Rally under lululemon's advocacy programming, stepping in after the assigned director didn't show. Footage later featured in Ciara's Rooted music video.
Established scalable creator, TikTok, and production operating frameworks, strengthening governance, cross-functional collaboration, and long-term content operations.
Regional storytelling became the internal proof point that shifted how lululemon approached global content strategy, moving the brand away from polished convention toward community-rooted, culturally grounded creative.
The creator and influencer infrastructure built during this engagement became the foundation for the brand's long-term partnership and paid social operating model.
Four years after pitching a celebrity ambassador program with Lewis Hamilton as the launch partner, he signed with lululemon as a global brand ambassador, validating the strategic direction and cultural positioning advocated for during this engagement.
Foundational TikTok strategy and governance frameworks established during this role became reusable infrastructure that scaled across the brand's broader digital ecosystem.
The Freedom March NYC documentary footage later featured in Ciara's Rooted, earning cultural recognition well beyond lululemon's own platforms and demonstrating the lasting value of community-first production.
Business Impact
+702% video views, +829% engagement, and +222% YoY follower growth by co-developing and launching lululemon's foundational TikTok strategy and creator ecosystem.
+309% above benchmark, the top-performing content asset in lululemon history at the time, by pioneering the brand's first campaign featuring plus-size talent of color; the response prompted to extend inclusive sizing, in-store accessibility, and representation across additional core products.
+57% increase in digital product sales through lululemon's first creator-led influencer partnership strategy.
17% improvement in workflow efficiency and 22% faster time-to-launch by standardizing production governance, contracts, budgets, and cross-functional workflows.
Directed field production for Freedom March NYC's Brooklyn Juneteenth Rally under lululemon's advocacy programming, stepping in after the assigned director didn't show. Footage later featured in Ciara's Rooted music video.
Established scalable creator, TikTok, and production operating frameworks, strengthening governance, cross-functional collaboration, and long-term content operations.
Regional storytelling became the internal proof point that shifted how lululemon approached global content strategy, moving the brand away from polished convention toward community-rooted, culturally grounded creative.
The creator and influencer infrastructure built during this engagement became the foundation for the brand's long-term partnership and paid social operating model.
Four years after pitching a celebrity ambassador program with Lewis Hamilton as the launch partner, he signed with lululemon as a global brand ambassador, validating the strategic direction and cultural positioning advocated for during this engagement.
Foundational TikTok strategy and governance frameworks established during this role became reusable infrastructure that scaled across the brand's broader digital ecosystem.
The Freedom March NYC documentary footage later featured in Ciara's Rooted, earning cultural recognition well beyond lululemon's own platforms and demonstrating the lasting value of community-first production
Business Impact
+702% video views, +829% engagement, and +222% YoY follower growth by co-developing and launching lululemon's foundational TikTok strategy and creator ecosystem.
+309% above benchmark, the top-performing content asset in lululemon history at the time, by pioneering the brand's first campaign featuring plus-size talent of color; the response prompted to extend inclusive sizing, in-store accessibility, and representation across additional core products.
+57% increase in digital product sales through lululemon's first creator-led influencer partnership strategy.
17% improvement in workflow efficiency and 22% faster time-to-launch by standardizing production governance, contracts, budgets, and cross-functional workflows.
Directed field production for Freedom March NYC's Brooklyn Juneteenth Rally under lululemon's advocacy programming, stepping in after the assigned director didn't show. Footage later featured in Ciara's Rooted music video.
Established scalable creator, TikTok, and production operating frameworks, strengthening governance, cross-functional collaboration, and long-term content operations.
Regional storytelling became the internal proof point that shifted how lululemon approached global content strategy, moving the brand away from polished convention toward community-rooted, culturally grounded creative.
The creator and influencer infrastructure built during this engagement became the foundation for the brand's long-term partnership and paid social operating model.
Four years after pitching a celebrity ambassador program with Lewis Hamilton as the launch partner, he signed with lululemon as a global brand ambassador, validating the strategic direction and cultural positioning advocated for during this engagement.
Foundational TikTok strategy and governance frameworks established during this role became reusable infrastructure that scaled across the brand's broader digital ecosystem.
The Freedom March NYC documentary footage later featured in Ciara's Rooted, earning cultural recognition well beyond lululemon's own platforms and demonstrating the lasting value of community-first production.
