ROXY – Global

Wherever ROXY goes, the sun is sure to follow. ROXY is daring and confident, naturally beautiful, fun and alive. ROXY is a call to action to pursue your dreams and empower young women to make waves and move mountains. I had the honor to work on the ROXY brand for over seven years and was responsible for the global marketing creative, and developing/managing the inhouse creative teams. As well as liaised with global marketing and creative teams around the globe. ROXY was on a “high” just coming off MTV’s “Surf Girls” and the buzz was in the air. The challenge was, ROXY was disorganized, and lacked focus to capitalize on this moment. She wasn’t defined as a brand yet, marketing efforts domestically and globally were fragmented, and categories weren’t syncing up. One of the first things we had to do was define ROXY. You have to know who you are, to figure out where you are going. Over the course of my time with the brand, I assembled rock star creative teams. We worked with incredible artists, designers, filmers and photographers from all over the globe. They rose to the occasion daily and had fun along the way. The spirit within the group was reflective in the brand itself. We were a critical part in developing the ROXY brand fundamentals, and we quickly put them into execution across the globe unifying the brand for the first time. ROXY began to take shape with consistency and focus. We developed processes and workflows that united multiple departments, categories and regions throughout the globe, and allowed us to launch new categories and direct to consumer initiatives with confidence and efficiency. Our efforts helped ROXY grow from $200M to $750M in sales, and for a brief moment was the world’s largest action sports apparel brand.