Macy’s Beauty

For two years, Macy’s requested the development and evangelization of a strategy that will inform and inspire their repositioning as ‘the’ Beauty destination. This strategy builds on maximizing the engagement with the current audiences through an optimized and exciting 360 experience that also nurtures the needs of the younger generation to shop at Macy's while inspiring internal teams to help own, evolve and execute this vision across the organization

Results

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This project received highly positive feedback on the quarterly earnings call, as ‘one of the initiatives to pay attention to’
MVP Prioritization
Features for the 2020 Roadmap
Footprint for a 360 omnichannel strategy in the area of beauty
A tool for strategic and internal alignment across product, tech, marketing, production and project management teams and business stakeholders
A tool for projecting budgets and defining pricing for design and technical initiatives
Provided strategic direction for research planning, informing hypotheses and tests within lean labs and regular projects
Progressive implementation of these ideas across the Macy’s organization
Impact reflected on enhancements of the current beauty homepage and main navigation