Hazel Village
Elevating a whimsical children’s toy brand with distinctly charming marketing
As Director of Marketing, I brought Hazel Village’s woodland world to life across marketing channels — driving awareness and sales while ensuring every initiative stayed true to the charm at the heart of the brand.
Skills & Specialties
DTC Marketing · Partnerships · Email Marketing · Social Strategy · Community Engagement
Shaping key campaigns and brand moments
PayPal x Hazel Village: #GiveBetter holiday campaign
Opportunity
PayPal approached Hazel Village for a holiday partnership celebrating thoughtful, small-business gifting.
The goal was to create a campaign that felt big and magical, while remaining true to the brand’s handmade, woodland world.
Work
I managed the partnership end-to-end, serving as Hazel Village’s point of contact for PayPal and their agency partners. I coordinated transfer of product assets and approvals and helped ensure every touchpoint — from the Fifth Avenue window display to digital ads — felt sincerely “Hazel Village.”
Impact
The campaign earned media coverage (including Condé Nast Traveler and Bustle) and drove increases in online sales, PayPal checkouts, and store traffic.
Peaseblossom Unicorn: A magical multi-channel launch
Opportunity
The brand’s first unicorn was a major moment, and we needed a launch that could delight loyal customers and captivate new families discovering Hazel Village for the first time.
Work
A week-long teaser campaign across IG Stories and email, revealing daily clues and driving audience guesses and submissions. We planned a giveaway to grow leads, coordinated influencer partnerships, and created a post-launch UGC campaign (#WelcomePeaseblossom) to sustain momentum and sales.
Impact
Peaseblossom’s debut became Hazel Village’s most successful product launch, driving a record sales day and generating over 2× the revenue of the previous release.
Icicle’s First Twinkle: 21 days of story-driven holiday magic
Opportunity
We set out to create a holiday campaign that would boost engagement and build seasonal excitement, but in a way that felt fully rooted in Hazel Village’s storybook world — not a traditional promotional push.
Work
A 21-day Instagram Stories giveaway series featuring one-of-a-kind handmade gifts from Hazel Village animals. Each day revealed a new item, with interactive prompts that encouraged followers to answer questions for a chance to win.
Impact
The campaign became Hazel Village’s highest-engagement Stories initiative ever, generating +114% impressions and +185% replies.