Recent Projects

Developed an owned social and influencer content strategy for a haircare brand to support a new brand positioning and approach to credentialing
Analyzed the affinities and consumption patterns of the brand's expansion target
Created a content strategy that holistically leveraged brand and influencer content to create a consistent customer experience

Leading all influencer and social advocacy efforts for the Take Care with Peanuts campaign to help attract the next generation of Peanuts fans.
Partnering with the brand's paid media and social agency to deliver best-in-class consumer engagement that inspires Taking Care of yourself, others and the earth.
2021 Shorty Impact Award Winner

Developing a unique and differentiated influencer marketing campaign for CARE in celebration of International Women's Day 2023
Developing overall creative approach to content creation that included stitching and remixing videos on TikTok and Instagram
Selecting and vetting all influencer partners to ensure they abide by CARE's standards for ethical storytelling.

Leading all influencer marketing efforts for a prominent non-profit organization that is launching an historic communications campaign to reduce hesitancy around the COVID-19 vaccine
Partnering with medical experts, celebs, faith-based leaders, government officials, social content creators and the news media to create content and activate on key distribution channels
Leading real-time rapid response capability to combat misinformation and disinformation through strategic content creation

Leading all marketing efforts for an innovative 3D knitting brand that is looking to revolutionize the textile industry
Developing brand positioning, key messages and communications hierarchy from the ground up
Conducted in-depth audience segmentation to size and define marketplace opportunity
Developed all essential marketing and sales materials in conjunction with creative partners and influencers

Developed a paid, owned and earned strategy for launching a new vodka brand
Selected regionally relevant influencers to generate awareness, drive conversation around launch and build brand cache through borrowed equity
Developed multi-platform content strategy informed by analysis of target audience's interests, affinities and attributes

Conducted a market positioning research study for an emerging lactose-free ice cream brand to identify strategic opportunities for growth
Profiled their most valuable expansion audiences based upon unmet consumer needs and propensity to buy
Developed messaging hierarchy used to redesign packaging and POS materials

Developed a communications strategy to support the COVID-19 rolling re-opening efforts of a leading MedSpa brand
Crafted messaging, media and creative strategy that features safety-focused content and medical credentialing
Developed test and learn approach to garner key learnings across message, format and audience to optimize cost per lead

Provided strategic and tactical guidance to DTC pet treat company looking to evolve their paid social media efforts
Integrated creative and media planning to increase brand awareness and drive ROI
Developed test and learn approach to garner key learnings across message, format and audience to optimize conversions on Amazon

Developed an influencer strategy to generate awareness and drive demand for the launch of a new DTC biotech brand
The product is an innovative weight loss solution that will leverage influencers to educate potential patients and build familiarity and confidence
The influencers will document their journey trying the product through first-hand accounts and personal anecdotes

Designed and built an Influencer Marketing practice at one of the top communications agencies in the U.S.
Worked with agency leadership to establish unique point of differentiation in a crowded and widely commoditized industry
Developed a new audience-first approach to planning influencer marketing and developed a suite of measurement capabilities to provide closed-loop attribution