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ASTR the Label: Wedding Campaign
Project type
Seasonal Growth & Brand Campaign
Date
March–June (Annual)
Key Responsibilities
Seasonal campaign strategy and planning
Occasionwear and wedding category positioning
Integrated campaign storytelling and creative direction
Content production and creative approvals
Email marketing and lifecycle strategy
Paid social and paid search creative direction
Landing page strategy, merchandising, and SEO copy development
Direct mail strategy and execution
Influencer and affiliate alignment around wedding season
Cross-functional leadership across creative, performance, PR, and e-commerce
Occasionwear and dresses represent the core of ASTR the Label’s product offering, with wedding-related events serving as a primary purchase driver. Each year, during peak wedding season from March through June, I lead a multi-campaign, integrated marketing approach designed to reinforce ASTR as a go-to destination for wedding guest dressing.
The strategy focuses on showing up consistently and intentionally across channels where customers seek inspiration and solutions for wedding-related events. Through a combination of dedicated creative, elevated landing experiences, lifecycle marketing, paid media, and select direct mail moments, the campaign supports both retention and acquisition while maintaining a cohesive brand narrative throughout the season.
