Allen Edmonds
At Allen Edmonds Shoe Corporation, I led a high-performing, in-house creative team, driving consistent brand growth and creative excellence across all channels. Over the course of each year, we produced more than 200 marketing emails, I oversaw and worked hands-on in the production of nine seasonal catalogs annually—each a 56-page showcase of original storytelling, photography, and design. To strengthen the brand’s digital presence, I led the creation of over 100 videos and social content pieces that brought the brand to life across many platforms. I also directed 10 major photoshoots each year, balancing in-studio control with on-location energy to capture a broad range of compelling imagery and storytelling. Beyond digital and print, I managed the development of advertising across every touchpoint—print, direct mail, in-store signage, outdoor, radio, packaging, and retail digital display screens—ensuring a cohesive, premium brand experience wherever customers engaged.
Road Warrior.
Introducing a new line of dress shoes that feel like running shoes might seem far-fetched. So we gave them away. Needless to say this brand activation had some real legs.
Heart of the Craftsman.
Generational craftsmanship is hard to find. But not at Allen Edmonds. Making these shoes isn’t just a job. It’s a way of life.
Who Likes Secrets?
We’ve got one. It’s a secret family chili recipe and it’s one-of-a-kind.
Proudly Imported From Wisconsin.
Port Washington, Wisconsin to be exact. Allen Edmonds has a strong connection to its American heritage and the proud employees who’ve worked there for decades. Since 1922 Allen Edmonds remains a well-regarded brand known for its quality and craftsmanship. We celebrated this fact with real employees in print, digital display, signage and direct mail.
Catalogs That Delivered.
Each year, we produced nine catalogs with 56 pages of original content per catalog accounting for $19 million in annual sales. Ooh boy we moved some shoes. And belts. And apparel. And accessories.