Kendal is an AI-native creative leader building intelligent systems that shape how brands think, operate, and tell stories.
Currently, the Head of Copy at Ralph Lauren.
Kendal operates at the intersection of artificial intelligence, digital strategy, and brand storytelling. With more than a decade of experience leading creative teams inside global organizations, she has evolved from building advertising campaigns and narrative content to architecting systems that power creative excellence.
At Ralph Lauren, she pioneered AI-powered product workflows, automation frameworks, and structured experimentation that reduce operational friction while unlocking measurable revenue impact. Her point of difference lies in translating emerging technologies into human-centered systems—connecting data, creativity, and commerce without sacrificing clarity, voice or trust.
Ralph Lauren
Head of Copy & Editorial
2021 – Present
Spearheaded implementation of generative AI for and within enterprise product data systems, partnering with Data & Analytics and Global Enterprise Technology to redesign authoring workflows and reduce write-to-publish time by 30% across global product teams.
Led end-to-end development of AI-powered Clienteling Tool integrating merchandising data, marketing inputs, and automation workflows—reducing operational workload from ~2 weeks to 15 minutes and supporting $6M+ revenue per runway activation.
Designed and pitched enterprise AI Agent framework to automate campaign development workflows, improving speed, consistency, and cross-channel scalability.
Developed concept and business case for AI-powered Product Knowledge Platform, integrating archival imagery, runway assets, vendor craftsmanship details, and merchandising data into scalable knowledge system for design, retail, marketing, PR, and creative teams.
Presented AI case study to 200+ internal stakeholders including Board and Executive leadership members, contributing to enterprise AI adoption roadmap.
Partnered on training and governance efforts for RLGPT and internal AI experimentation initiatives, driving cultural adoption of digital-first tools across creative and marketing teams.
Bridge technical and creative teams by translating complex AI systems and data infrastructures into clear strategic narratives, operational frameworks, and executive-ready decision models.
AI & Digital Innovation
Set and upheld a high creative bar across global campaigns, pairing bold creative vision with data-drive consumer insights to deliver work that is culturally resonant, commercially effective, and unmistakably on brand.
Lead and develop a team of 23 writers and editors, establishing global voice standards, editorial frameworks, and scalable creative processes across all channels.
Define and evolve tone and voice architecture for one of the world’s most recognized luxury brands, ensuring consistency across the entire portfolio of brands and channels including e-commerce, campaigns, retail, social, experiential, and global events.
Embed data-informed decision-making into campaign strategy and content development, aligning creative execution with measurable business objectives.
Restructured cross-functional workflows across 35+ stakeholders for enterprise-scale initiatives (Collection & Purple Label Runway, Met Gala, Olympics, US Open, Wimbledon, Ryder Cup and more) improving clarity speed, and operational discipline.
Serve as connective tissue between creative vision and AI execution infrastructure — translating strategic intent into prompting systems, experimentation frameworks, and scalable content pipelines.
Recruit hire, mentor, and develop high-performing creative talent, fostering a culture of rigor, curiosity and collaborative excellence in both the fields of copywriting and AI-product development.
Creative Direction & Leadership
Ralph Lauren
Director of Copy
2019 – 2020
Defined global tone and voice guidelines and led creative strategy integrating performance insights into heritage brand storytelling.
Edited global editorial content to ensure it was elevated and consistent across our global campaigns.
Worked to solve business challenges with creative concepts and strategic solutions that considered market stakes.
Led creative voice for the agency, presented and pitched high level creative to executives and clients, and trained team of writers to meet agency standards.
Developed and reviewed creative briefs that provided strategic insight and creative inspiration.
Organized creative team workloads, resourcing and hours to coordinate operational efficiencies as lead manager.
Copy Direction & Editorial Strategy
RGA
Associate Creative Director, Copy
2017 - 2018
Developed data-informed creative strategies leveraging emerging technologies; aligned campaign development with product and go-to-market roadmaps.
Pitched and authored 360 integrated digital first campaigns, social activations and TVC / Video storytelling for beauty brands like Wella and Clairol.
Copywriting & Strategy
Code & Theory, MRM / McCann,
& Lipman
Copywriter & Brand Strategist
2013–2017
Built omnichannel digital strategies, led multi-million dollar pitches, and developed brand positioning frameworks for global clients including Cigna, Microsoft, Maybelline, Oppenheimer Funds, Verizon, NY Lotto, and more.
Authored campaign and executional copy for all channels and platforms include digital, site, social, e-commerce, print, out of home, video, and more.
Executional Copywriting
Capabilities
Leadership: Articulating and driving strategic vision, change management, innovation, entrepreneurship, Team building and mentorship (currently managing 23 reports) executive presentation, stakeholder management and influence, the ability to recruit, retain, and promote talent, delegation and empowerment, decisiveness amid fast-paced high stakes environments, diplomacy, integrity and ethics
AI & Innovation: Generative AI, Conversational AI, prompting frameworks, experimentation governance, AI product vision
Creative Direction: Global tone & voice architecture, campaign strategy, editorial standards, creative direction at scale
Digital Strategy: Omnichannel roadmapping, competitive analysis, innovation forecasting
Product & Program Management: Cross-functional alignment, KPI definition, business case development, operational scaling
