Put a retailer on the map

Big Lots knew their target customer. She was 25-45 years old, a dedicated discount hunter and she often shopped for sport. They named her “Jennifer,” the number one name in their loyalty program and—yes—she was essentially me. As an almost unknown brand, going up against the established big box stores and their giant media budgets, we knew Big Lots needed to be bold. Over a 3-year period, I led their complete rebrand and created disruptive, fun, boisterous campaigns that got Jennifer’s attention. It worked. Big Lots enjoyed 25-40% revenue growth per year.