I'm a brand & marketing communications leader with nearly two decades of diverse professional experience across agency and in-house roles. Whether collaborating with
c-suite executives or product & creative teams, I’m passionate about the intersection of creativity and strategy that creates memorable brands. Currently at Freshworks. Previously at Razorfish, T3, MRY, and Penguin Random House, among others.

Some brands I’ve worked with

Selected Projects

USAA: A “House Divided” for Army Navy

Challenge

There are many obvious reasons why fans for over 121 years tune-in to the Army-Navy game —commitment, service, honor, and of course, the infamous rivalry. As the lead sponsor for the game, USAA wanted to launch a social campaign rooted in this tradition of rivalry to drive awareness of their sponsorship and excitement for the game.

The "House Divided" Instagram Stories activation tapped into our competitive nature as people, as USAA members and as fervently loyal Army and Navy fans, encouraging fans of popular long-standing rivalries to utilize Instagram's new poll functionality to show their team pride. The poll roll-out strategy was to start at a national scale (i.e.: East Coast VS West Coast), leading to regional (Pats Cheesesteaks VS Geno’s), and ending with the biggest rivalry of them all: Army VS Navy.

Role

Social Strategy, Creative Strategy

Allstate “Here’s to Firsts”

First steps. First cars. First jobs. People everywhere on social are sharing their big firsts, especially a new audience Allstate was looking to connect with: older millennials. This demographic is going through a lot of life stage changes, from first home to first baby, and they turn to social for advice. Fortunately for Allstate, a lot of those moments also just so happen to be big insurance moments.

Allstate ultimately aimed to impact the conversation around firsts in order to help shift perception and improve positive sentiment. We wanted our target audience to feel like we not only understand them, but can also help them conquer firsts with confidence—so that during their next big insurance moment, they're more likely to think of Allstate. And we accomplished that with Here's to Firsts.

Role

Campaign Strategy, Social Strategy, Creative Strategy

Visa “#GoInSix”

Capitalizing on our limited time, attention spans, as well as our obsessive use of social media, Visa we launched a new integrated campaign to encourage people to get out into the world and do the things they love.

#GoInSix leveraged short-format content to motivate consumers to dine, shop, travel and more all through the lens of “six.” By using six-second videos, six photos, or six word storylines, Visa challenged social audiences to share what they love, increasing affinity and engagement with the brand along the way.

Role

Copywriting, Social Strategy