Work

IT’S ALL ABOUT THE FANS

This section is dedicated to the Fan Economy and the strategic power of shared experience. I help brands build an authentic part of the fandom ritual by moving them beyond generic advertising. I worked directly with the NHL to celebrate the Stanley Cup. Embedded the Vegas Golden Knights into the city's culture and pivoted Buffalo Wild Wings to a campaign and culturally based strategy. This approach drives lasting connections through storytelling and celebrity, like using a beloved NHL fighter to help people save water.

MAKING DATA DELICIOUS

In the fast-moving CPG space, data and insight are the key ingredients for sustained brand success. This section showcases my work evolving heritage and modern food brands through strategic partnerships. I work directly with senior brand managers and stakeholders to evolve their brands through strategy, audience insight, and data. I led creative campaigns for a diverse roster of clients, including StarKist, Sunmaid, Herrs Foods, and Zepp, to ensure brand resonance and sustained market relevance.

FROM CRISIS TO CULTURE

Effective brand stewardship is built on trust and strategic partnership. This section highlights my ability to handle complex and high-stakes creative challenges, from long-term brand evolution to reputation management. I regularly presented to the Senior Brand stakeholders and earned trust to achieve our goals. This experience includes leading the extension of the iconic 'What Happens Here, Stays Here' campaign for Las Vegas and overseeing creative for the Visit Florida campaign to help bring people to Florida. I also worked on the crisis team to create messaging and branding after the Oct 1 shooting, and worked directly with MGM Resorts to help fight food insecurity.

FULL RANGE OF EXPERTISE

Creative challenges often require a different lens. This section showcases a selection of work across diverse categories where strategic thinking and integrated campaign development were the key drivers. This experience allowed me to contribute to multiple new business wins and organic growth with existing clients.