As Digital Creative Director for Simon Property Group, I led the creative concept and execution for the Back To School, Back To Style campaign, working across web, mobile, email, and social channels. Inspired by the excitement and optimism of a new school year, I developed a fresh visual approach that combined editorial storytelling, trend-focused content, and shoppable fashion inspiration to help families navigate back-to-school shopping. My goal was to create a more engaging digital experience that extended beyond promotions, using content and design to inspire discovery while driving traffic and conversion across channels. The campaign successfully unified multiple digital touchpoints into a cohesive customer journey, strengthening engagement and supporting Simon’s broader strategy of using content-driven experiences to connect with shoppers.