Lead creative direction for BHLDN's décor and gift category, shaping product assortments through collection curation, vendor sourcing, and brand partnerships that aligned with the brand's evolving vision. Oversee creative execution for photoshoots by directing prop styling, coordinating logistics, and ensuring every visual asset reflected a cohesive and elevated brand identity. Identify emerging opportunities within the wedding market by researching whitespace and contributing to the development and launch of new experiential class offerings that expanded customer engagement. Support strategic merchandising by organizing line sheets and product presentations while presenting curated assortments to executive leadership, including the CEO of Anthropologie/BHLDN, to inform key business and creative decisions.