As a brand strategist and creative producer, I have managed projects from kickoff through delivery with a strategic and iterative approach across digital, brand, design, and user research projects. I deliver small to complex projects and apply my strategic and project management experience with clear communications, status updates, project priorities, and goals across interdisciplinary teams. I can quickly adapt to different environments and productively transition from collaborative to independent work.
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I’m an avid learner and creative problem solver who thrives at the intersection of business development, design research, project management, and strategy. I’m passionate about a multidisciplinary practice that connects human experience and business needs to create culturally relevant, actionable, and holistic solutions for my clients.
Freelance Consultant
September 2022 - Present
THE FLORAL SOCIETY
DTC brand of thoughtfully designed floral, garden, and home goods
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→ design email flows for holiday campaigns (BFCM 2022, 2023)
→ repurposing email designs to use across social media and digital ads
→ event templates to use for various in-person programming
→ redesign welcome email flow series
September 2020 - Present
INSERCH
NJ-based big & tall menswear brand established in 1985
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→ Established rebrand strategy and messaging. Implemented B2C digital rebrand across web (Shopify), social media (Instagram), newsletter (Klaviyo), and digital ads (Facebook & Google Shopping Campaigns) based on past sales data, customer journey map, and Google Analytics
→ Executed strategy with a conversion and data-driven mindset with a 440% B2C growth revenue in the first year following the rebrand, audience development, lead generation, user experience, SEO optimization, and funnel design.
→ Pulling analytic reports showing data on engagement, reach, conversion, and enabling strategy change when needed
→ Led SP2023 primary and secondary research on consumer, industry, and competitor research trend report
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→ Collaborate closely with Creative Director in developing partnerships, product launch roadmap, and project plans, including accurate budgets and quick turnaround yet realistic project schedule using Asana and Google Sheets
→ Managed the entire digital design production (website, e-mail, loyalty, paid marketing, and social content) workflow from concept and pre-production, shoot and post-production, and launching of final deliverables using a combination of full Adobe Design Suite and Figma
→ Researched, identified, and piloted the UGC styling program with five relevant BIPOC micro-influencers on Instagram. Coordinated with design and sales team to promote the right products. Brand featured in NBC The Voice, SNL, Knives Out 2
February 2020 - December 2022
SHOE GIRLS STUDIO
Footwear design and product development consultancy
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→Worked with the leadership team to structure business processes and implement Asana to optimize existing workflow
→Articulated and distilled unique value propositions and services in creative briefs, and marketing materials
→ Implemented a Streak CRM system to upkeep and automate outreach messaging and incoming business inquiries with efficiency and productivity.
→ Maintained inbound requests, fielded new business leads, and retargeted existing leads
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→ Produced the company’s first in-person class on 02/2020. Coordinate event set up, managed live stream, monitored chat conversations and captured social media content
→ Developed actionable agenda and digital campaign timeline for new product launch. Conceptualized 3 strategic recommendations to drive community engagement, affiliate partnerships, and long-term sale performance
→ Designed e-mail retargeting campaigns (Mailchimp), Instagram Reels, and web content design (Squarespace) following an established brand identity system
August 2021 - December 2021
PALERMO BODY
Brooklyn-based omnichannel natural skincare brand
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→ Provided beauty market trend insights, recommendations, and identified new brand partners, and reported to CEO to prioritize which lead to follow through
→ Helped strategize and launched B2B and DTC corporate gifting
→ Reviewed retailers’ user journeys and made recommendations to help streamline ordering processes
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→ Communicated best-in-class client service to retailers during the company’s transition to a new 3PL system. Maintained, tracked, and coordinated with in-house production and operational team for reshipment
→ Supported the day-to-day needs of existing 300+ nationwide retail partnerships, onboarded new retailer partners, managed relationships, and created business opportunities
→ Created detailed project notes and hand-off documents on the status of finished and ongoing tasks. Tracked and reported on wholesale tradeshow performance and conversion.
January 2021 - May 2021
PARALLEL
Parsons MFA & BFA collective thesis showcase
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→ Anticipated next steps, timing, and resources needed to execute the digital exhibition showcasing the work of 100+ students. Collaborated with the design, web development, AR, social, and copy team
→ Took an active role in team meetings and brainstorming sessions. Led project kick-offs and facilitated weekly status meetings with team leads, maintained impeccable communication to ensure smooth project workflow with 23 creative team members and 10 faculty members using Notion, Google Suite, and Slack
→ Point of contact for all external guests. Identified a multidisciplinary group of artists in the design and technology space to participate in artists' talks and moderation
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→ Advised and collaborated closely with the copy, design, and web development team in creative briefs, art direction, project goals, budgets, and realistic project timelines
→ Team leader for event programming. Worked collaboratively with three team members to create a 3-day live-show production, digital museum design, event programming schedule, and pre-show rehearsal and tech run
→ Mentored social media team on promotion timeline and content idea. Developed a digital marketing framework to follow
“Rosa brings an entrepreneurial mindset to all that she does. Whether creating a digital presence, print media, or IRL experience her out-of-the-box creative skills shine bright and she treats each project with care and careful consideration. She is truly a jack of all trades and won't stop until she finds the RIGHT solution for her client.”
— Jess, Founder of Palermo Body
I provided experiential activations for small businesses and start-up brands to the ever-changing retail landscape, creatively and strategically. Honing in on experiences that create memories, exposure, conversation, and engagement by creating unique events that tell stories, promote products, and, most importantly, bring people together.
Founder
January 2014 - December 2019
YOUNG & ABLE
E-commerce and experiential pop-up shops
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→ Led business development with an end-to-end partnership process, managed pitch materials, designer sourcing, back-of-house operations, event production, and client relations
→ Leveraged retail and consumer know-how to identify new innovative retail opportunities for new omnichannel pop-up activations from hotels, weekend craft fairs, influencers’ closets, and townhouse shopping experiences totaling 24 months of physical retail in NY with 150+ unique CPG brand partnerships
→ Ideated, tested, and developed a full-service, multi-tier fee-based retail model for brands to access premium NY retail space leveraging female-founded story narrative, cross-category curation, and in-house marketing campaigns to drive $500K in total GMV.
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→ Developed creative briefs and presentations for each project to source financial sponsorships, in-kind partnerships, and strategic marketing collaborations. Projects featured in notable media outlets like New York Magazine, Refinery29, Metro New York, PSFK, Architectural Digest, Lonny, New York Post, NBC, The Cut, etc
→ Point of contact responsible for building and maintaining relationships with an average of 40 seasonal participating brands through pitching, discussions, negotiation, and commitment. Designed and coordinated the sharing of promotional assets and messaging to participating brands and media outlets.
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→ Anticipated and managed project complexities from clear communications and deadlines to brand partners to ensure timely inventory delivery and Shopify processing
→ Budgeted and managed all aspects of event activation, including strategy, KPI, materials, signage, vendor relations, registration, program schedule, and digital marketing assets
→ Developed a repeatable outreach strategy framework and onboarding workflow for brand sourcing. Build operational systems, training documents, and product knowledge for sales associates
June 2017 - June 2018
Good Goods Market
Retail SaaS platform through multi-tier pricing membership
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→ Owned the entire sales lifecycle for members; generated $330K in GMV in 4 months with 80 members across fashion, home, beauty, accessories, and packaged food.
→ Proven ability to open doors, close deals, and maintain strong relationships with a successful track record of achieving sales goals, identifying top accounts, and developing new business. Upsold
→ 80% of the brands to purchase the 4-months pilot membership package over the month-to-month participation
→ Cohort 3 Resident at Urban-X accelerator by MINI selected from over 300 startups and Immochan’s Beyond Retail Challenge Finalist at Immochan’s Beyond Retail Challenge in Shanghai
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→ Led all in-store partnership development activities from the exploratory phase to the event launch, including a range of maker workshops, industry panel talks, charity events, and brand launch parties
→ Managed a team of 8 and devised a collaborative commission-based sales goal that benefitted each sales associate. Trained team on brand awareness, product knowledge, personalized engagement, and storytelling. Led by example and assisted the store in achieving maximum results in customer experience
→ Oversaw the entire design and production of the SoHo storefront, including product placement, store merchandising, to testing retail interactions. Developed turnkey solutions for brands to obtain premium retail exposure and delivered critical in-store insights on their product performance with real-time consumer feedback
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→ Anticipated and managed project complexities from clear communications and deadlines to brand partners to ensure timely inventory delivery and Shopify processing
→ Budgeted and managed all aspects of event activation, including strategy, KPI, materials, signage, vendor relations, registration, program schedule, and digital marketing assets
→ Developed a repeatable outreach strategy framework and onboarding workflow for brand sourcing. Build operational systems, training documents, and product knowledge for sales associates
My teaching approach relies heavily on adaptability and active listening to students' needs. I strive to create a constructive and collaborative environment for discussions and meaningful interactions. I encourage my students to step back and reflect on their process, be curious, ask questions, and most importantly, have empathic intentions behind their design choices.
Educator
August 2014 - Current
PARSONS SCHOOL OF DESIGN
BFA Fashion Design Department
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→ Nominated for Distinguished Teaching Award for 2019-2020
→ Taught BFA Fashion Design Studio courses in Creative Knitwear Design and Machine Knitting 2 with a class size of between 8-12 students
→ Knit Machinery Technician for the BFA and MFA Fashion Program from 2014-2019
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→ Co-developed the inaugural graduate course for Shima Seiki Digital Knit Programming from curriculum to detailed program instruction guide to critical industry-related readings from 2019-2021
→ Syllabi development for Machine Knitting Elective Courses
April 2018 - June 2020
FASHION INSTITUTE OF TECHNOLOGY
Design Entrepreneur Program
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→ Taught in the annual Design Entrepreneur Program on pop-up shop, retail & sales, and brand marketing with a class size of 25-30 students in a 3-hr lecture format
“I just got out of a business class that covered a lot of the conceptual values that you touched on but your class that provided concrete images and examples to show us execution was so incredibly helpful. I loved the detail and thought you put into the presentation and the detail and thought you put in your pitch decks—makes me reconsider putting in a careful amount of time before approaching anyone for a partnership. I would love to learn more from you and get feedback on what you think of my website/ branding and talk about my first pop-up endeavor.”
— Billie Beth, Founder of Sunflower Jam
Education
Class of 2021
MFA Design & Technology
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→ Area of interest in regenerative ecological practices, food systems, and design justice research framework
→ Nominated team to participate in the NYC Media Lab x Consumer Report “Consumer Data & Privacy Prototyping” Challenge
→ Biodesign Challenge Summit Finalist to represent Parsons, featuring social critique group proposal, “Rewilding NY”
Class of 2012
BFA Fashion Design
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→ Knitwear Specialization
→ 2012 Critic’s Choice Award Winner
→ 1 of 2 students selected for knitwear abroad program at Central Saint Martins in UK