Cabana Life Apparel
Brand Manager
2020-2025
Founded by a melanoma survivor, Cabana Life is on a mission to prevent skin cancer with sun protective clothing you actually want to wear. I have experience marketing the brand across its e-commerce website, wholesale, and retail channels to drive awareness, engagement, and sales.
As a skilled brand strategist, writer, and graphic designer, I created content and oversaw channels with a talented team I recruited. Collaborating with cross-functional teams, I ensured cohesive brand messaging across retail and online platforms. I also analyzed campaign performance, managed marketing budgets, and nurtured strategic partnerships to enhance visibility.
Sun Safe Fashion
Mission‑made clothing that helps you look great & feel even better
Owned Channels
I developed the marketing calendar using data-driven strategies, customer insights, market trends, and competitor research to set key messages and promotions. As a passionate leader, I recruited and managed a talented team executing compelling content across a variety of channels to drive brand awareness, engagement, and sales. I led campaigns across digital, print, and event channels for the e-commerce, wholesale, and retail businesses. I have a deep understanding of the customer lifecycle and how to position products and messages effectively to resonate with target audiences.
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I started as the visual and copy executing on email and SMS campaigns, analyzing data to set segmentation and A/B testing strategies. Then, I advanced to supervising the channel lead and providing feedback. Programs: Klavyio, Retention Science, and Attentive
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I oversaw the social media content and provided strategic guidance in accordance with campaigns I set. We collaborated on producing engaging graphics, photos, and reels, all grounded in performance metrics and current trends. Scheduling program: Later
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I pitched ad campaigns aligned with goals, seasonal strategies, and promotions, delivering compelling copy, photos, and videos on tight deadlines to drive conversions for Meta and paid search channels.
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From homepage layouts to product pages, I managed website visuals on Shopify crafting detailed copy and eye‑catching content that boosted sales. Handled product uploads, set up discount codes, moved items to sale, and collaborated with the team to introduce continual user‑experience improvements for the e-commerce and wholesale websites.
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Collaborated with the team to write and review blog posts aligned with the brand and current trends. All were published on Shopify.
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From hangtags, signage, mailers, and catalogs, I oversaw and designed materials for e-commerce, wholesale, retail, events, and external partners.
Producer
From concept to final delivery, I managed every phase of Cabana Life’s photo and video shoots in Miami, Jacksonville, St. Augustine, and Charleston. Before each shoot, I built production schedules, secured locations, booked photographers, models, and hair‑and‑makeup teams, and sourced props within budget.
On set, I drove the crew through a detailed shot list and timeline, ensuring we captured each planned scene, location, and creative angle while also coordinating breaks and keeping vendors on track.
Post‑shoot, I culled and retouched assets in Lightroom, Photoshop, Capture One, and Premiere Pro (partnering with outside editors when needed), organized them into searchable libraries, and distributed curated selects to the broader team with clear usage guidelines tied to upcoming campaigns.
I worked with external agencies and freelancers to create a variety of videos and tests utilizing existing content.
In order to meet quick deadlines, I learned how to edit videos using Premiere Pro for a variety of platforms.
Print Projects
I led initiatives for the annual wholesale catalog, as well as the strategic addition of the in-home catalog to end-consumers. I worked with the small internal team to create the content, while coordinating with external agencies and print vendors to communicate timelines and feedback. Platforms: InDesign, Photoshop, Illustrator, Lightroom, and Capture One
In January 2024, we quickly executed a Resort Ready themed catalog to kick off the season with beautiful visuals and compelling copy. Click the images to view the compressed print format file.
Beyond The Brand
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Cause Marketing
I developed a partnership with the Melanoma Research Foundation to further the shared mission of our brands through dynamic campaigns and events.
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Product Partnerships
I coordinated collaborations working closely with the founder, designers, production, and external partners. This includes Talbots, QVC, HSN, Scripted Fragrance, Grit & Grace, and more.
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Influencers & Media
I cultivated relationships with content creators, passionate customers, dermatologists, groups, and media to drive awareness and sales.
Event Planning
Managed brand presence at local and national events, from in‑store sample sales to partner trade‑show booths. I coordinated with vendors and media, created design materials, set up POS, and assisted attendees.
