I've built and launched brands across industries, from luxury jewelry and wellness to sports initiatives and CPG, creating strategies that balance strong creative direction with measurable business results. My work spans brand partnerships, positioning, messaging, and campaigns that resonate with the right audiences and deliver real impact.
Brand Marketing
GG Homes Creative Strategy
I developed the GG Homes agent-facing brand from the ground up, bcreating a communication strategy that centered on trust, partnership, and local expertise. I led the creative direction, briefing designers and editors so all of our digital and print materials aligned with the brand’s positioning and campaign goals.
I also handled the day-to-day marketing campaigns- social content, email campaigns, PR, and local events. Each touchpoint was designed to reinforce GG Homes' value proposition and deepen relationships with real estate agents. We established a recognizable, professional presence across every channel and positioned GG Homes as a leader in its category, earning credibility and loyalty from agents who saw us as true partners in their success.
Nonprofit Brand Development
I worked with NHL player Andrew Ladd to develop and launch his 1616 Mental Health initiative, creating the brand strategy and creative direction that connected his personal hockey story to a larger mission around children’s mental health. I built the campaign frameworks, messaging, and visual identity of the brand, aligning it with the program’s goal of helping kids build resilience and strong values from an early age.
I also developed partnerships with brands like Bauer and the NHLPA, along with mental health organizations, to extend the initiative's reach and give it the credibility and resources it needed to make a real impact. We timed the brand launch around Andrew's 1,000th NHL game, which helped amplify the message. The initiative got national attention from outlets like The Athletic and NHL.com, and played a role in Andrew's Bill Masterton Trophy nomination. More importantly, it established 1616 as a real force for good in youth hockey, reaching kids when it matters most.
Unilever Social Collaborations
I launched co-branded social campaigns for Unilever's Ferver with partners like June Shine, Icelandic Provisions, and Grillo's, connecting the science behind fermented active ingredients in skincare to lifestyle brands rooted in fermentation. I developed the creative vision and messaging strategy, then executed through influencer partnerships and paid campaigns to get the collaborations in front of the right audiences.
The results were solid. We saw a 67% increase in followers, hit an 11% engagement rate, and the momentum helped secure product placement with two major retail partners: Target and CVS. It was a great example of how smart partnerships and strategic storytelling can move the needle for a brand trying to break through in a crowded market.
Jacquie Aiche Creative Campaign Direction
I led creative direction for luxury jewelry brand Jacquie Aiche, developing a visual strategy that showcased the artistry and elegance of each piece. The approach was intentionally refined: clean imagery that honored the craftsmanship while reinforcing the brand's luxury positioning.
I built and executed digital campaigns that balanced brand integrity with performance goals. Through strategic A/B testing, I identified which creative and messaging combinations resonated most with the brand's audience and drove the strongest results. The campaigns achieved a 12.1 ROI on Facebook Ads and a 9.8 ROI on Google Ads, demonstrating that you don't have to sacrifice brand for performance when the strategy is right.
Female Webinar Series
I developed and promoted a virtual webinar series for Mojo Wellbeing, a wellness brand supporting women through perimenopause and menopause. The series featured influential business leaders like Sara Blakely of Spanx and Amanda Freeman of SLT, who shared insights on leadership, wellness, and navigating this stage of life.
I managed speaker outreach, content planning, and influencer collaborations to amplify the brand's mission of breaking the stigma around menopause and building a supportive community. The work helped position Mojo as a trusted voice in women's wellness and expanded our reach across social channels.
Orange Theory x Unilever Partnership
I led in-studio experiential activations for Ferver Skincare across five Orangetheory Fitness locations, creating an interactive brand experience that connected skincare with wellness. I designed all signage, visual assets, and branded displays to match the brand's clean, modern aesthetic and oversaw distribution of over 2,000 samples. The activations successfully introduced Ferver to Gen Z and millennial audiences who were a natural fit for the brand.