Wisteria
Wisteria is a home furnishings company founded by a couple passionate about bringing meaningful, story-rich products into people’s homes. Traveling the globe, they curated unique treasures to sell through an initial catalog, which later expanded into an online store with a significantly broader product line.
Wisteria Creative
As part of the growth Wisteria experienced, I helped establish and manage an in-house creative team to oversee photography, set building and design, and styling. Leading a talented group of creatives—including producers, photographers, stylists, writers, art directors, and designers—I directed the conceptualization of how to show products, crafting immersive scenes and narratives that brought the items to life. Through detailed descriptions and thoughtfully designed environments, we transformed each product into a story that resonated with customers.
Wisteria Marketing
In addition to my creative responsibilities, I managed and oversaw marketing efforts for Wisteria, ensuring consistent brand representation across all channels. This included creating and maintaining the e-commerce site, as well as managing customer acquisition and retention strategies for both the catalog and online platforms. I handled data analysis and optimization to improve performance, while collaborating with the leadership team to develop a campaign cadence that aligned with inventory levels and addressed seasonal fluctuations.
I also managed print and online advertising initiatives, ensuring they complemented our broader marketing strategies. Additionally, I oversaw the relationship with our printer, taking responsibility for the print quality of each catalog and carefully selecting paper mills that aligned with our brand values and quality standards. This comprehensive approach supported the growth and success of the Wisteria brand across all marketing and sales channels.
