CV

Background

For Victoria’s Secret, Victoria Probert oversaw the 2021 rebrand where she sculpted a new and evolved tone of voice and oversaw a team of 12 creatives in order to develop and manage the new brand image for all communications at Victoria's Secret, including Victoria’s Secret Beauty (a $2B specialty retailer).

As a rebranding leader, Victoria works to deliver evolved, cohesive and high-performing storytelling across all brand channels including eCommerce, digital media, social media (both organic and paid), mobile, email, in-store, print, and app/UX. Having spent years producing purpose-driven work, Victoria is hands-on and involved from brief to execution. Victoria is able to produce high-impact results by guiding and managing teams and freelancers as they create elevated, streamlined, detail-oriented, and consistent customer experiences.

Social

Victoria managed the social copywriters who craft language for @victoriassecret (71mm followers) and @vsbeauty Instagram accounts, producing both paid and organic creative that highlighted the NEW Victoria’s Secret on Twitter, TikTok, Youtube, and Facebook, with a daily reach surpassing 5 million.

Promotional Copy

Victoria’s team developed and managed all Victoria's Secret Beauty campaigns, as well as promotional, offer-based copy (tagline development, creating a communication hierarchy built from consumer insights and strategic data). She also oversaw the implementation of rebranded campaigns and offers across all channels for the VictoriasSecret.com Beauty category, including: product description pages, emails, campaign landing pages, collection pages, app push notifications, online ads, in-store,
store signs & windows, direct mail, online order inserts, rewards cards, fragrance bars, and more.