Lead creative direction and define brand positioning for Praerie, shaping how the brand shows up visually and strategically in the marketplace. Oversee photoshoots end to end, from concepting and planning to sourcing talent, styling, and managing logistics, ensuring that every execution is both visually compelling and strategically aligned. Translate creative assets into performance-driven campaigns, guiding how storytelling adapts across digital, retail, and social channels to maximize impact. Act as a brand steward by pursuing and securing partnerships and collaborations that place Praerie in key cultural and commercial contexts, reinforcing its positioning while opening pathways for continued growth.