Tractor, an organic beverage brand available through food service, wanted to bring clean options to the beverage station. Reporting directly to the CMO, I led brand and integrated marketing. Key initiatives included launching Tractor’s first-ever integrated brand campaign, awarded BevNet’s Best of 2023 “Best Marketing Campaign,” leading the external-development and launch of the Organic Impact Tracker, and building a partnership with the World Surf League.

iFIT was looking to understand the evolving fitness landscape ahead of some brand work. In partnership with AKQA, I uncovered key insights and opportunities to inspire the future of the NordicTrack brand through desk research as well as consumer and expert interviews, unearthing potential positioning spaces.

Partnering with Anomaly, I developed the positioning and brand strategy for a slew of Peacock Original show launches, including “One of Us is Lying,”“The Real Housewives Ultimate Girls Trip” and “The Girl in the Woods.”

Signet Jewelers, the parent company of Kay, Zales, and Jared, needed to modernize and differentiate their core portfolio. In partnership with Anomaly, I crystallized the target audience, brand purpose, positioning, and brand DNA for all three fine jewelry brands, developing three distinct brand books and guiding creative platform development.

Nike needed to bring more soul back into its running platform. I partnered with Conscious Minds Studios to develop the comms run of show for the launch of “Runners Helping Runners,” an on-going digital/social content platform.

KraftHeinz was seeking to refresh and modernize the branding and packaging for a several brands in its portfolio. In partnership with global branding agency Jones Knowles Ritchie, I developed the design strategy, brand idea and brand identity to guide and evolve how Velveeta, Delimex and Kraft Mac & Cheese show up across touch points. The work for Velveeta was recognized by the 2022 AdAge Creativity Awards.

Jolly Rancher needed to stand out in a candy aisle dominated by gummies. As the lead brand strategist on the account, I led creative brief development and owned the strategic narrative for national 360° campaigns, digital activations and brand acts, ensuring on-brand execution of the creative platform, “Keep on Sucking,” across channels, in partnership with Anomaly.

C12, a French quantum computing company, was redesigning their website and needed to speak to a global audience. I partnered with the founders to craft English-language website copy, developing key messaging and advising on best practices.

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