Select Works
Strength in Numbers
charity: water’s annual December fundraising campaign is it’s biggest of the year. 2024’s campaign, “Strength in Numbers”, was a high-impact message rooted in the concept that collective action drives meaningful progress while also creating a connect that charity: water is the most transparent and proof-focused organization in the sector. The campaign emphasized that every contribution—no matter the size—brings us closer to a future where no one lives without clean water. Through a compelling anthemic launch video, a seamless donor experience, and a selfless anonymous match, the campaign created urgency and inspired action.
The result? A record-breaking $4.9M raised (goal: $2M). This success was made possible by months of cross-departmental collaboration, meticulous planning, and real-time optimization. The campaign’s impact extended beyond numbers, providing clean water to over 122,000 people and strengthening charity: water’s mission of sustainable progress.
The Color of Dirty Water
As Pantone’s 2024 Color of the Year, "Mocha Mousse" was announced, we at charity: water realized it bore a striking resemblance to the color of dirty water. With that, I led a fast-paced creative effort with our talented team to produce a reactive video spotlighting the global water crisis. Rather than critiquing the color, we leveraged the moment to draw attention to the global water crisis during a moment of global focus.
The campaign resonated deeply, securing press coverage and achieving a 717% performance increase compared to evergreen content. This project underscored the power of timely, purpose-driven creativity to drive awareness and engagement.
$1B raised for clean water | Milestone Celebration
The $1M Jerry | Sotheby's Reaction
Clean water & Sustainable Development Goals | Education
@parachutehome
As Brand Director at Parachute Home, I led the social media and influencer program strategies, driving the brand’s owned and earned presence. By curating impactful content, cultivating authentic influencer partnerships and developing trend-driven campaigns, I was able to position Parachute as a leader in the home and lifestyle space.
These efforts fostered a deeply engaged community, amplified brand awareness, and delivered measurable growth in both online engagement and sales—highlighting the power of strategic storytelling and audience connection.
Event Production
We Parachute expanded into new markets and we celebrated our brand partners, I planned, produced, and executed private and community from concept to completion. Events ranged from private dinners for high-profile partners, experiences to engage our influencer community and open-door house-party style events for new store openings.
All events were curated through the brand’s vision, fostering meaningful connections and memorable experiences with attendees while amplifying brand visibility in new regions.
The “#DSC500”
As Senior Brand Marketing Manager for Dollar Shave Club, I led the #DSC500 campaign, a partnership with NASCAR Xfinity Series driver Matt Tifft, designed to support small businesses and raise awareness for the National Brain Tumor Society. The campaign invited 500 small businesses around the country to showcase their logos on Tifft’s #19 Toyota Camry — an honor typically reserved for high-profile sponsors — creating a unique platform for visibility and storytelling.
The initiative gained widespread media attention, generated over 147 million impressions and celebrated the resilience of the small business community while amplifying an important cause. This project demonstrated the power of creative partnerships to drive meaningful impact and brand awareness.
@dollarshaveclub
As lead on Dollar Shave Club’s social media and content strategies, I developed and executed content that drove measurable improvements in brand perception, purchase intent, and member satisfaction, while also significantly increasing social media reach and organic traffic. Taking an editorial approach, we created attention-grabbing content that sparked conversation about men's minds and bodies, engaging audiences with thought-provoking topics and expanding the brand’s presence in relevant discussions.
Toyota: “Fueled by Everything”
The “Fueled by Everything” campaign for the launch of the Toyota Mirai, was a creative initiative designed to showcase the power and potential of hydrogen fuel cell technology in a bold way. The campaign positioned the Mirai as a forward-thinking solution for sustainable transportation, emphasizing its ability to run on hydrogen derived from a variety of sources. We highlighted the innovative nature of the car, showcasing its eco-friendly technology while inviting audiences to think beyond conventional fuel sources.
As the social media strategy lead for the client and campaign I built a campaign that sparked conversation and engagement across platforms, inviting communities in the tech, automotive, movie fandom space and beyond to engage in the conversation. This approach not only amplified the campaign’s reach but also encouraged deeper connections with our audience, strengthening the brand’s presence in the eco-conscious automotive space.
