Nordstrom started updating the Designer Collections landing page every day during the European leg of Fashion Week. While I was able to prep some campaign assets in advance (site placements, coming soon messaging, emails, etc.), I strategized the most engaging daily content on the hub first thing every morning (seven days a week) and wrote each rapid-fire email. All real-time content was produced with 12 to 24-hour SLAs in an effort to stay as relevant as possible.

This was no ordinary feat for our small team as daily updates required constant attention on top of our regular workloads (and some acrobatic flexibility). We continued to track available data every season, pivoting and reimagining every season’s experience accordingly for year-over-year growth in performance and demand gen.

We streamlined the process by creating modular templates before NYFW began, and once the month started rolling we pulled, wrote, edited, designed, and strategized content from our blogs and in partnership with merchandisers. For each 24-hour email, I assembled the best content from the previous week, highlighting both vendor priorities as well as the most resonating on-the-ground stories.

Every year, industry pros and top-tier clients turn out for Nordstrom's exclusive, invite-only Designer Preview event to benefit the Seattle Art Museum.