I’m a strategist who brings brands the best of both worlds: old-school ad agency discipline and new-school media innovation. My 15-year career has been spent honing my craft at advertising heavyweights like BBDO, BBH, and DDB, alongside creative disruptors like Endeavor and Atlas Obscura.

My creative career began within New York’s DIY art scene, where I was part of the team behind The Silent Barn Arts Collective, co-founded the long-running pop history lecture series, The Society for the Advancement of Social Studies, and played a role in underground events that shaped NYC culture. Today, I contribute to culture mostly as a citizen mycologist.

 

CASE STUDIES
In 2023, we saw records shattered by players, viewers… and then media investments.  As the group strategy lead for Amazon’s account (Studios, Prime, Ring) at Endeavor, I made sure the positioning strategy brand broke away from the pack to highlight insights about the exciting future of women’s sports. The win was massive, not just securing Amazon’s landmark media partnership with the NWSL, but also contributing to the most significant media investment in women’s sports history.
People travel not just to see a city, but to experience it. That’s why Airbnb Experiences teamed up with Atlas Obscura in their biggest global partnership yet, giving travelers access to the world’s hidden wonders and the stories behind them. To bring it to life, it needed a solid definition of global brand standards for the joint partnership and a team built to make it happen.
Visa was preparing to show up on the global stage for the 2016 Rio Olympics, but the communications playbook from previous years wouldn’t cut it. So, it needed intentional campaign planning for what Lynne Biggar, Visa CMO hailed as “the most ambitious, best integrated, and most multichannel global Olympic campaign [the brand has] ever seen.” It didn’t just change the brand’s communications for the 2016 Olympics—after seeing the results on brand recall, it set a new standard that Visa still follows in their campaigns today.
For bakers, the holiday season is the World Cup stage, where every detail is on the main stage and every detail matters. The ‘Bake Like No One’s Watching’ campaign identified extraordinarily passionate bakers, showcasing Organic Valley butter as their key to exceptional holiday treats through a grass-fed butter grassroots media campaign with videos on social media and influencer partnerships. And it worked: Organic Valley sold out of their butter within a week and the campaign became a recurring seasonal highlight.