Select projects

  • Colorful digital illustration of a farm landscape with trees, a red barn, rolling hills, and a windmill. In the center, a soda fountain with a large glass of orange-colored beverage labeled "tractor" and a smaller cup below it, surrounded by animated plants and purple flames. Various fruits and creatures are scattered throughout, with a river flowing through the foreground, set in a bright, sunny scene.

    Tractor Beverage

    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.

  • NordicTrack

    iFIT

    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.

  • Peacock logo with white text on a black background and a vertical line of multicolored dots.

    Peacock

    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 logo with white text on a dark blue background.

    Signet Jewelers

    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.

  • Eliud Kipchoge stands in a cluttered room with vintage TVs and electronic equipment, wearing a pink coat, green outfit, and running shoes, holding a cup and a device.

    Nike Running

    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.

  • Velveeta cheese products in new packaging, including cheese sauce, shells and cheese, and skillets, with a bowl of mac and cheese in the center being poured with cheese sauce.

    KraftHeinz

    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.

  • Colorful Jolly Rancher candy package with cartoon fruit characters, including a green apple, cherries, blue berries, purple grapes, and a pink watermelon, on a blue background. A cartoon apple character says, 'Keep on sucking!'

    Jolly Rancher

    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.

  • Text 'C12' in bold white font on a gradient gray background.

    C12 Quantum Electronics

    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.

  • Text saying 'Falling in Life' in red script font on a light beige background.

    Falling in Life

    As a passion project bridging my love of writing and personal development, I write a newsletter on Substack with insights and inspiration to help readers fall in love with their life–and themselves–in every phase. Subscribe to follow along!

In the Press

“Tractor Beverage Company Wins Two Prestigious BevNET "Best Of 2023" Awards” | PR Newswire

Campaign Trail: Tractor escapes soda dystopia through hand-drawn animation | Marketing Dive

“Tractor Beverage Company and HowGood Recognized by Fast Company's World Changing Ideas for Innovative Organic Impact Tracker” | PR Newswire

“Velveeta's rebrand isn't a logo—it's a cheesy lifestyle” | AdAge

“Velveeta’s evolution from product to a full vibe” | 2022 AdAge Creativity Awards

“Jolly Rancher launches faux candy jewelry just in time for Valentine’s Day” | LA Times

“Jolly Rancher releases its own jewelry line for Valentine’s Day” | TheDrum

  • Animated glass of water with ice cubes held by cartoon arms, set against a fiery orange background.
  • Animated scene showing a vending machine labeled: The Only Choicewith four colorful snack buttons underneath. Two cartoon characters on each side: a blue character on the left with a big smile, and a partially visible red character on the right, also smiling. There is a cup with purple liquid and ice in front of the vending machine.
  • A colorful outdoor billboard with an organic farming theme, featuring images of berries, fruits, and vegetables. It promotes Tractor Beverage Co., highlighting organic, certified, and verified ingredients, and shows a woman drinking a red beverage from a clear cup. The billboard includes text that says, "A TASTE OF EARTH'S FAMILY RECIPE" and "CERTIFIED ORGANIC. VERIFIED. DELICIOUS."
  • City street scene with multi-story building featuring large colorful OOH advertisements promoting organic beverages and skincare, with cars parked and driving along the street, and people walking.
  • Colorful beach food stand with floral designs, surfboard, and clear blue sky over a sandy Malibu beach with people, ocean, pier, and hills in the background.
  • A woman with dark, wavy hair wearing glasses, a sleeveless patterned top, and green shorts is standing at a drink station inside a building with a white ceiling. She is reaching out to get a beverage from a dispenser with three containers filled with different colored drinks. There are signs on the counter with information about drinks and a QR code. The wall behind the station has the word 'tract' in black text, and a colorful decorative ceiling panel with red, orange, and black floral patterns.