In my role as Director, Creative Strategy I partnered closely with Insights, Integrated, Product, and Brand Marketing leadership to develop many “firsts.”

First go-to market product campaign.

First evergreen campaign.

First message testing across talent and small business audiences.

First brand identity refresh.

The in-house creative group was named top 3 in-house studios by IHAF in 2024.

As Director of Strategy, I helped the CSO and leadership team craft the agency's evolved positioning, then put it into practice organizationally.

I led strategy on Little Caesars, where we implemented an audience segmentation that impacted marketing, product innovation, media, and creative.

I helped PUMA launch their Nitro product technology in the running category.

I repositioned Natural Light and my team minted their new tagline - “Act Natural.”

I overhauled Stop & Shop’s brand personality to match its in-store experience.

I audited Resy’s content across their digital ecosystem to better align to foodies passion points across their top markets.

The agency was named on Ad Age's A-list in 2024.

As a Group Director, Brand Strategy, I helped better define Virtue's positioning as a creative agency and how our teams could collaborate with other VICE business units.

I worked with global brands like Beats By Dre, Unilever, ABI, Google, and Target to develop culturally relevant marketing that increased sales and brand health with Millennial and Gen Z audiences.

I found new ways to work with VICE Media’s strengths to develop thought leadership and generate organic revenue, from partnering with Insights for custom research to using journalists as subject matter experts to tapping into the brand’s audience data.

I had a pitch win rate of 70% across over 20 pitches.

I came in to integrate three disparate verticals under one roof in Chicago: experiential, shopper, and digital marketing.

l led the largest shopper marketing client, Starbucks across retailers like Walmart, Kroger, Costco, Publix, and many more.

I strategically led all work across a start-up agency funded by the Havas network called The Annex (now going by Annex88).

I built strategies to create culturally relevant, content-driven campaigns that helped large legacy brands like Coca-Cola and Camel drive sales and brand equity with Gen Z and Millennial audiences.

I worked on some of the most iconic brands in the world like Jack Daniel's, Coca-Cola, and KFC but rarely in an AOR relationship. I treated each project and client opportunity as a way to test, learn, measure, and push the boundaries of what the marketing brief expected us to deliver.

My team was able to grow our Jack Daniels scope of business 4x over, from doing retail promotions to becoming their primary digital agency.

On Coca-Cola, we developed a multiyear partner marketing program with Walmart that was ranked by WARC as one of the 25 most effective campaigns in the globe in 2014.

Beyond that, I was able to take on a wide range of research projects that allowed me to design and execute primary quantitative and qualitative research, from helping Brown-Forman brands better understand travel retail shopping habits across 12 global markets to doing ethnographies with KFC consumers to better understand home dining habits.

I started my career by working on a challenged business with many different business units, from Craftsman tools to Diehard batteries to mattresses to cheap underwear.