After the success of the new Disney Baby brand, I was asked to dream up something similar for the Disney Princesses. Starting from scratch, I first wrote the mission statement, positioning and strategy. From there, I created an innovative, new 24/7, 365-day global princess brand.

The brand exceeded all expectations and continues to be one of the most profitable consumer franchises at Disney. Duties included creating and writing the brand vision, writing the style guide, advertising, POP and all marketing materials, digital and otherwise.