On set with Stephen Kramer Glickman
Scoped a music video collaboration over video calls, curated the costumes he chose from, and was on set in Los Angeles for the shoot.
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Rubies II
For three years, I helped run marketing at America’s largest costume company and built the systems that kept our launches on schedule.
$3M+Sales through the Amazon Brand Store I rebranded with Amazon’s team
75+Direct-to-customer B2B campaigns launched
1,600%Instagram reach lift from a 6-week creator push
800+Wholesale accounts migrated to NuORDER
The challenge
Consumer social, trade marketing, e-commerce, trade shows, and internal comms across dozens of entertainment licenses, all landing on one marketer. Assets were scattered across servers, requests lived in email chains, and nothing tied campaigns to the release dates that drive Halloween sales.
What I built
Project system
A project system that ended the email chains
Built the marketing project management system that categorized every asset, tracked every request, and gave us the data to plan campaigns months ahead.
How requests moved once the system was in place
Planning
A year-round activation calendar
Mapped license moments like Dune: Part Two, Beetlejuice Beetlejuice, Wicked, and Batman’s 85th to social, PR, email, influencer, and e-commerce plans.
From the 2024 activation calendar
E-commerce
One source of truth across five teams
For hundreds of Amazon listings, aligned licensing, sales, product development, the photo studio, and graphics so every detail was accurate and approved.
The Amazon Brand Store and listings
Launches
Launches run end to end
Led the Rubies.com relaunch, the NuORDER migration, and trade shows from the booth plan to show day, including the show bag sponsorship.
The Halloween & Party ExpoThe work, up close
Email
NuORDER campaigns
Direct-to-customer B2B campaigns sent to wholesale buyers through NuORDER, timed to license moments and seasons.
My part: Planned the calendar, curated the line sheets, designed the emails, and analyzed results.
75+ campaigns and $1M+ in revenue.
Social
Licensed social content
Instagram, Facebook, and LinkedIn content for licenses like Dune, Harry Potter, and DC.
My part: Planned, designed, and wrote it, and steered every licensed asset through licensor approval.
Film launch
Beetlejuice Beetlejuice campaign
Campaign creative for the Beetlejuice Beetlejuice costume collection, timed to the film’s September 2024 release.
My part: Planned the campaign on the activation calendar and created the assets, with every piece approved by the licensor.
Retail
Walmart storefront
The Rubies brand banner on Walmart.com, plus bundle listings for Walmart initiatives.
My part: Created the creative and coordinated the listings with the e-commerce team.
Trade show
A 20′ × 80′ booth
The booth layout for the industry’s biggest Halloween trade show, including screens, signage, and a conference room.
My part: Managed the booth design with the exhibit vendor and planned what went where.
Events
On the show floor
Booth days at the expo, greeting retail buyers and showing the new line.
My part: Worked the booth, in costume, collecting leads and talking product.
Moments I’m proud of
Rubies’ first influencer program
Built creator partnerships from zero. One Halloween push lifted reach 1,600%, link clicks 6,500%, and followers 575% in six weeks.
Working the show floor in costume
Ran the booth and greeted buyers as the Wicked Witch and Batgirl. It’s not easy being green.
“Leila isn’t just a creative talent; she is an operational rockstar.”
One of her biggest wins was spearheading the build out of our Marketing Project Management system. By rescuing us from messy email chains, she completely revolutionized our workflow. Creative assets were properly categorized, efficiency skyrocketed, and we finally had the analytical data to plan out campaigns in advance.
