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ASTR the Label: Office Looks Launch
Project type
Integrated Brand & Merchandising Campaign
Date
September 2024–Present
Key Responsibilities
Brand strategy and positioning
Customer insight analysis
Campaign storytelling and creative direction
Content production and approvals
Email and lifecycle marketing
Paid media and search strategy
Influencer and affiliate marketing
Collection page merchandising and SEO
Cross-functional leadership and execution
As Marketing Director at ASTR the Label, I led the strategy, creative development, and execution of the Office Looks edit, an integrated campaign designed to expand how customers think about the brand beyond occasion wear.
The project was rooted in customer insight gathered through a survey launched shortly after I joined the team, which revealed that while ASTR carries a strong assortment of work-appropriate styles, customers did not actively shop the brand for everyday or office dressing. My role was to translate this insight into a cohesive brand initiative, overseeing creative strategy, content production, and cross-channel execution.
The Office Looks edit was supported by dedicated campaign imagery, email and lifecycle marketing, paid social and search, an elevated collection page with SEO-optimized copy, and influencer gifting focused on female founders and working professionals. The campaign was executed across digital and social channels, reinforcing a consistent narrative at every customer touchpoint.
Examples of three past campaigns below.
