ABOUT SELENA

15+ years’ success in the creative field of product design, seasonal marketing campaigns, development, creative direction, marketing collaborations, and art direction of seasonal campaigns for iconic brands.

My background includes generating trend-appropriate design concepts and marketing assets that drive sales, including cost, quality, and schedules while maintaining company profit motives.

During my recent and prior positions, I proved instrumental in strategizing business and taking initiative to increase individual productivity focused on selling product value and building brand awareness.

From researching fashion trends and marketability to consumer expectations and technologies, I excel at analyzing business and technical requirements while developing next generations footwear and handbag products for iconic brands.

My leadership style focuses on engaging team members to communicate, dynamically solve problems, and deliver the highest quality results related to accuracy, confidentiality, and time management.

Client List

Palladium

Steve Madden

K-Swiss

Havaianas

Katy Perry

Calvin Klein

Steve Madden

Corso Como

The Gap

Banana Republic

Rachel Zoe

Nicole Richie

House of Harlow

Ash

My History

I didn’t take the typical path into fashion. I carved my own. Right out of high school, I started on the retail floor at a Steve Madden store, where I fell in love with what people really wanted to wear. I wrote my own trend reports and sent them to the NYC office every week, and they listened. They used my feedback, sent me shoes to test, and my store quickly became one of the top-sellers in the country.

I opened another store for them in Chicago and kept doing the same. I spotted trends, sent reports, and pushed ideas. When I asked to go to design school, I was told no, they needed me in the store. So instead, they offered me an assistant design job in NYC and moved me there.

I taught myself how to sketch, learned how shoes are made in the factory, and never looked back. That’s how I got my start in fashion, New York, and the footwear industry.

Since then, I’ve designed for major brands, led global campaigns, and built other people’s labels. Now, I consult, direct, and build responsibly bold brands of my own.

Multifaceted, and ever evolving. I am fueled by passion, I create and market work that elevates brands and brings ideas to life.

Global Footwear Awards Achievement

Winner / The Curler Heel

The Creative Direction for this Collection is called The Modern Housewife, a 1950's reboot. The message is that that you don't have to be female to do all of the housework. Mom's are now CEO's or known as the "breadwinner" so this style shows how there are no rules to follow. The heel is inspired by a 1950's hair curler which now serves as a high heel rather than a hair accessory.

www.globalfootwearawards.com