We’ve been building Aspen Collection from the ground up as a modern, design-forward brand across paid media, web, in-resort, and global advertising effors. My work spans brand storytelling and customer experience, with a focus on establishing Aspen Collection as a serious presence in Aspen’s retail and rental ecosystem. Site UX, PDP copy, supporting campaign storytelling. Rolling up my sleeves wherever needed.

Then came SOREL x Aspen Collection. Two iconics. One bold collaboration. Supporting launch from storytelling to execution, leaning into the shared legacy, craftsmanship, and pioneering spirit of both brands. The result was Aspen Collection’s biggest e-commerce day to date. Proof that a strong brand narrative can still move product.