After its acquisition by Estée Lauder in 2016, Becca needed to establish its place in a highly competitive U.S. retail market. As the brand’s first in-house Global Creative Director, I positioned Becca as the expert of light and led The Glow Glossary campaign across social, retail, and events. I also drove the first-ever collaboration with Chrissy Teigen & John Legend, a cultural moment that propelled Becca into Sephora U.S. nationwide, proving the impact of a social-first creative approach.