At Macy’s, I saw the need for, and built an editorial framework to simplify and strengthen our brand narratives. Designed to reinforce our competitive advantage in Brands, Value and Inspiration, each pillar included both recurring, and a few reactive narratives such as Now Trending, or This Just In. Paired with a new approach to integrated content planning, the framework increased the reach and frequency of stories that mattered most, while saving $4M in expense. It was a big change, rolled out in phases over 18 months to streamline the way nearly a thousand of our colleagues worked together every day.