CULTURE FORWARD

 GAP INTERNATIONAL

As the strategic lead for Gap's international franchise division, I governed brand narrative and cultural positioning across 43 Facebook accounts and 16 Instagram profiles spanning five global regions, including the Middle East and CIS, LATAM, APAC, Europe, and Africa.

The work was not social media management. It was brand narrative governance at scale, ensuring that one of the most recognizable American heritage brands in the world maintained cultural coherence across markets as distinct as the Gulf and Sub-Saharan Africa, without losing the founding identity that made the brand legible globally.

Skills: Brand Narrative, Cultural Strategy, Brand Positioning, Community Strategy.

I used the social media management tool Sprinklr to monitor posts and gather data.

Finally, I worked closely with Gap’s corporate communications team on the localization and asset delivery of Gap For Good initiatives, one being the End Aids campaign with (RED).