Contact Rachel Urbach
NY | MIAMI | AMSTERDAM | LA
IN THE AGE OF AI…HUMAN Connection is the MVP & consumers are sick of slop.
If you’ve landed here, chances are you already have a brand worth noticing.
The next step is building one worth wanting.
I combine creative direction, brand strategy, and behavioral insight to design emotional engines.
I partner with teams ready to connect the human truth behind their brand to the commercial goals ahead.
If that sounds like where you’re headed…
Rachel Urbach
Brand strategist · NY | MIAMI | AMSTERDAM | LA
How I help brands win
- Category definition and positioning
- Narrative systems that turn product truth into belief
- Messaging architecture and value propositions
- Creative direction that strengthens differentiation
Where I specialize
- Beauty and personal care
- Science backed wellness and biotech
- Premium consumer and lifestyle brands
- Hospitality and real estate driven experiences
- Influencer and founder led brands entering product
- Consumer psychology and behavioral insight
- Category design and whitespace strategy
- Brand architecture for multi product ecosystems
- Premium positioning that supports pricing power
- Strategic planning for high growth, expansion, and investor readiness
Experience
- 2026
Director of Brand & Growth
STEMS Health · Miami
Built the marketing function across strategy, systems and execution for a regenerative medicine practice.
- 2015 – 2026
Founder, Brand Strategy + Creative Consultancy
Gold Thread Creative · Miami | New York | Los Angeles
Independent partner to founders and leadership teams on category power, commercial pull and consumer desire.
- 2024 – 2025
Brand Strategy Advisor
Sacral Capital · Miami
Advised portfolio leadership on brand strategy aligned with luxury values and business objectives.
- 2025
Creative Director, Copy + Brand Comms
Green House Agency · Miami
Repositioned the agency for higher value growth and a sharper commercial offering.
- 2021 – 2025
Creative Director, Brand Strategy + Story
Jane Smith Agency · New York
Brand platforms and identity systems for beauty, wellness and lifestyle brands at pivotal growth moments.
- 2019 – 2021
Associate Creative Director
Laird + Partners · New York
Strategic and creative direction across 360 campaigns for Tiffany & Co., Tommy Hilfiger, Ferragamo, Jimmy Choo and Swarovski.
- 2015 – 2016
Digital Marketing Creative Strategist
Tommy Hilfiger · Amsterdam
Global and localized digital content strategy for e-commerce, social and editorial.
- 2014 – 2015
Copywriter
Laird + Partners · New York
Concepts and campaign writing across fashion, beauty and luxury retail.
- 2013 – 2014
Digital Marketing Copywriter
Victoria’s Secret · New York
Product copy and launch messaging across e-commerce, mobile and CRM.
- 2013
Copywriter
Calvin Klein · New York
Digital, in-store and product copy across fragrance and apparel.
More brands
Fashion + Beauty
- calvin klein
- victoria's secret
- diane von furstenburg
- derek lam
- banana republic
- thakoon
- dkny
- 7 for all mankind
- david yurman
- swarovski
- guess
- jockey
- lane Bryant
- ann taylor loft
- danier
- sam edelman
- stuart wietzman
- franco sarto
- sula nyc
Real Estate + Hospitality
- four seasons hotels & resorts
- westfield world trade center, new york city
Spirits
- herradura tequila
- woodford bourbon
Fragrance
- beyonce
- katy perry
- donna karen
Magazines + News
- vs magazine
- santa barbara magazine
- karin + raoul
- ventana monthly
- the channels
- noozhawk santa barbara