- Crafted omni-channel writing and unique brand voice to be leveraged across digital and print communications including the website, social media, advertisements, mailers, in-person events, and video and podcast scripts
- Created high-level editorial concepts, from celebrating Herman Miller’s centennial with monthly chapters around our historic designers and their legacies to seasonal narratives in the catalog
- Interviewed leading figures in the art and creative industry for more long-form yet digestible evergreen design content
- Shepherded new launches as the subject matter expert and lead writer introducing new products (in video and writing), unique collaborations, and limited-edition collectibles
- Led the storytelling and vision for the inaugural Herman Miller seating stores—originally focused on performance seating collection, then evolving into a more holistic retail destination for the home—overseeing the opening of 20+ new brick-and-mortar stores across the nation
- Increased engagement by creating targeted campaigns, including a curated marketing email journey for the post-purchase, non-buyer, and other audiences; new programs to entice B2B clients; social Q&A series for new customers at the top of the funnel; and a newly launched brand ambassador program for influencers
- Supplied contract and in-store retail team with original and evergreen marketing collateral to clarify the brand’s offering and rich design heritage
Sophia's portfolio 