My work focuses on reputation, narrative development, and brand transformation—helping organizations translate complex ideas and values into communications that resonate within today’s media and attention economy.
Selected work below reflects integrated strategy and execution across media relations, executive thought leadership, social, content, and experiential campaigns, supporting purpose-driven, institutional, destination marketing, and B2B organizations.
Projects
Paper & Packaging Board: Shifting Consumer Perception in a Digital World
01
Led integrated PR, social, advertising, and experiential programming for the Paper & Packaging Board, a sector-focused association representing the U.S. paper industry. The work addressed declining paper usage and a challenged perception amid growing sustainability concerns.
Developed a content-led strategy that reframed the role of paper in Americans’ everyday lives while educating audiences on the industry’s stewardship of U.S. forests. Key initiatives included an annual workplace productivity study examining paper’s role in a digital age, a pop-up experience celebrating the design and cultural impact of sneaker packaging, and ongoing social media content. Coverage appeared in Mashable, Business Insider, Architectural Digest, Fast Company, and Inc.
The Estée Lauder Companies: Global Corporate Citizenship & Sustainability
02
Led multi-year, multi-brand programming to strengthen Estee Lauder Companies’ corporate perception among investors, consumers, employees, and media. Oversaw media relations, social media, content development, and events across multiple brands, with a focus on purpose-driven initiatives that advanced ELC’s reputation for social impact and corporate responsibility.
Key projects included:
Supporting the MAC AIDS Fund mission to serve people of all ages, races, and sexes affected by HIV/AIDS, including launching co-created rapid-care HIV clinics in collaboration with mayoral offices in Paris, New York, and Los Angeles, generating coverage in trade, health, and business media.
Leveraging community partnerships with organizations such as Planned Parenthood and God’s Love We Deliver.
Developing video and social content highlighting MAC employee volunteerism and community engagement.
Launching ELC’s internal Good Works brand, fostering global employee volunteerism and belonging.
Leading executive communications for the Chief Sustainability Officer, including speeches, presentations, talking points, and securing speaking opportunities and media interviews with Fast Company, Wall Street Journal, and other outlets.
Logitech: Reaching B2B, Investor & Analyst Audiences Via Content
03
Led social media and influencer relations for Logitech’s B2B tech business unit, creating digital content that connected with trends in workplace productivity and culture. Oversaw strategy, campaign development, copywriting, and community management, ensuring content aligned with business objectives and engaged target audiences effectively.
Additionally, led sustainability reporting efforts, crafting narratives around DEI, charitable giving, and employee stories for Logitech’s annual sustainability report. Developed integrated communications that highlighted key programs, products, and initiatives while reinforcing Logitech’s commitment to purpose-driven leadership and corporate responsibility.
Destination Canada: Managing Destination Reputation During Cultural Shifts
04
Advised Destination Canada on protecting and enhancing the country’s international reputation during culturally and politically turbulent times, including COVID-19, Black Lives Matter, Stop Asian Hate, and the Indigenous Residential School revelations. Worked closely with the Chief Marketing Officer and CEO to assess U.S. perception, craft brand safety protocols, and develop on-strategy responses to protect and strengthen the organization’s reputation.
Managed partnerships with Indigenous Tourism Boards, major hotel chains, and airline stakeholders while overseeing video, animation, and other content production designed to position Canada as a safe, welcoming, and compelling destination for key U.S. audiences. The work combined strategic counsel, reputation management, and content execution to ensure consistent, thoughtful, and culturally aware messaging across all channels.
05
American Dental Association: Shaping Public & Policymaker Perception
Contributed to a multi-channel strategic communications campaign for the American Dental Association aimed at elevating public and legislative understanding of dental care’s role in overall health. The campaign focused on promoting expanded dental healthcare provisions under the Affordable Care Act, highlighting dentists as caring practitioners, and reinforcing dental care as part of whole-body health.
Supported the campaign by defining narratives through research and writing, developing content including op-eds for CNN, executive talking points for speeches, and social media posts to educate lawmakers and the public. The work demonstrated integrated strategic communications across policy, media, and digital channels to influence perceptions and drive public awareness.
Out In the Wild.
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In The Era Of Social Responsibility, MAC Built It Into Its DNA
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New Study Reveals Digital Overload Is Causing Burnout and Tanking Productivity (and You May Hate the Perfect Solution)
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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?
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How Angels in America Comes to Life on Broadway: MAC Cosmetics lends its support to some of the show’s most beautiful moments.
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Showtime’s “More Than T” Profiles 7 Transpeople Who Transcend That One Letter
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Opinion: The real crisis in America’s ERs
