When I started at Redbubble, the brand was always talking about products. I refocused what we were saying on what made the Gen-Z retailer unique: it had thousands of designs by independent artists. I also led a creative team, partnered with agencies, wrote, and generally solved problems.

I built and implemented the company’s first creative message test, and proved talking about artists and self expression got us so many more new customers than just saying we had cool t-shirts.

So we brought the real brand value to everything from awareness campaigns to TikTok to email—emphasizing artist empowerment and self expression.

By rallying around the shared mission, our brand-side creative team became a desired collaborator inside the company—and a sought-after place to work for outside talent.