Channel-agnostic strategy, audience-specific storytelling.

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Projects

Paper & Packaging Board

01

Multi-year transformation and integrated program for the Paper & Packaging Board, reframing consumer perception and delivering measurable trust and favorability growth and most importantly - positive impact on the decline of U.S. paper sales.

  • Integrated Comms Planning

  • Influencers, Creators & Partnerships

  • Content & Channel Strategy

  • Experiential

  • Media Relations

M·A·C Cosmetics

02

Multi-year initiative to revitalize MAC Cosmetics’ advocacy reputation as new, values-driven beauty brands redefined the landscape. Through media strategy, platform development, and content innovation, we reaffirmed MAC’s commitment to HIV/AIDS awareness and LGBTQ+ inclusion.

  • Integrated Comms Planning

  • Corporate Storytelling

  • Multicultural Communications

  • Content & Channel Strategy

  • Influencers, Creators & Partnerships

  • Media Relations

03

BRP / Can-Am

Helped Can-Am shed its outdated image and launch the Ryker, a bold new model for younger, style-driven riders. Through subculture-driven strategy—from sneakerheads to music to motorsports—I partnered with creative agency, Anomaly to drive double-digit sales growth among Black riders and redefine who rides.

  • Integrated Strategy

  • Multicultural Communications

  • Influencers, Creators & Partnerships

  • Media Relations

Destination Canada

04

With the border closed during COVID, Destination Canada needed to stay top of mind with U.S. travelers. As lead content strategist and PM, I helped launch a multi-channel campaign that invited Americans to dream now, travel later—spotlighting Canada’s landscapes, cities, and inclusive spirit across TV, digital, earned, and experiential. The effort kept cultural desire high, and once borders reopened, translated into a measurable rise in seasonal bookings.

  • Integrated Communications

  • Content & Channel Strategy

  • Influencers, Creators & Partnerships

  • Media Relations

05

American Dental Association

Led social, content and outreach strategy for the Action for Dental Health campaign—a nationwide ADA initiative tackling America’s oral health crisis. The campaign mobilized efforts around three key objectives: expanding care access, strengthening community safety nets, and preventing disease through education and advocacy 

Working cross-channel—from earned media and community partnerships to ADA-led programs like Give Kids A Smile and ER referral systems—the campaign brought local awareness to underserved communities and influenced policy solutions like fluoridation and Medicaid reform 

  • Integrated Comms Planning

  • Content & Channel Strategy

  • Media Relations 

Out In the Wild.

  • In The Era Of Social Responsibility, MAC Built It Into Its DNA

    Fast Company

  • New Study Reveals Digital Overload Is Causing Burnout and Tanking Productivity (and You May Hate the Perfect Solution)

    Inc Magazine

  • I tried a digital detox at work and it was really weird: In the modern world, we tend to use technology at work more than anywhere else — but is it possible to disconnect and still get your work done?

    Mashable

  • How Angels in America Comes to Life on Broadway: MAC Cosmetics lends its support to some of the show’s most beautiful moments.

    Vanity Fair

  • Showtime’s “More Than T” Profiles 7 Transpeople Who Transcend That One Letter

    Fast Company

  • Opinion: The real crisis in America’s ERs

    CNN