TIFFANY & CO. | Driving a Millennial Repositioning Through Creative Ops

360° Campaign: OHH, Print, Digital, E-commerce, In-store, Retail, PR, Experiential, Social Media, Customer Experience, Customer Engagement, Celebrity Brand Ambassador, Influencer Marketing

2017 through Present

Styling & Art Direction: G. Coddington
Photography: D. Simms, T. Milewski
Creative Directors: T. Lakis, S. Poulsen-Dietz, P. Koblish

Global

Freelance Studio Director, Creative Operations, Strategy & Global Stakeholder Management

Amid corporate turnover and leadership restructuring, Tiffany brought me on to stabilize creative operations during the launch of the HardWear Collection. With Lady Gaga as the campaign face, this was Tiffany’s first major repositioning toward millennial shoppers after years of declining sales with its legacy base.

• Leadership turnover and restructuring slowed decision-making
• Siloed workflows between brand, creative and production teams
• Misaligned channels across print, digital, visual merchandising and retail
• Compressed timelines tied to tentpole events such as the Met Gala and Super Bowl
• Lack of stakeholder visibility led to frustration and misalignment

• Rolled out Wrike as a centralized intake and routing tool to break silos
• Eliminated redundant “project owner” roles and standardized approval workflows across all channels
• Developed visual process maps to clarify changes for stakeholders, contrasting:
a. Former Routing (see Figure 1): multiple project owners creating duplicate requests and delays
b. 360° Routing (see Figure 2): a single intake streamlined through Creative Ops into unified Creative and Production pipelines
c. Creative Development Process (see Figure 3): end-to-end visibility from project brief to approvals to release
• Used these diagrams as training tools to educate stakeholders, reduce friction, and build trust in the new system

• Holiday 2017 in-store sales rose 6% during launch period
• Tiffany’s global sales grew 15% in Q1 2018
• Delivered all 360° assets on time despite organizational turnover and tight deadlines
• Reduced paper-based routing by 30%, improving speed and visibility
• Built trust with cross-functional partners, shifting engagement from frustration to collaboration


Campaign visuals are shown below, followed by Figures 1–3 (process diagrams) that illustrate how Tiffany’s creative routing was restructured to deliver this 360° launch.