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Professional History

Ogilvy NY | Content Strategy Director

• Leading strategy for Nestlé's cross-functional Content Studio across a portfolio of 27+ brands.

January 2024 - Present

Cashmere Agency | Senior Cultural Brand Strategist

July 2022 - October 2023

• Pitched and won Marriott Bonvoy, escalating the one-off project scope to an AOR relationship and then producing two campaigns in the months following the AOR scope being signed.

• Led Taco Bell Culture AOR to launch the Vegan Crunchwrap resulting in 88% positive sentiment, 1M+ video views, a 2% improvement on engagement rate benchmarks, 5.5B earned media impressions, and 22k organic posts from fans, with sales tripling projections in some markets.

• Pitched and won St. Regis brand partnership scope.

• Created the proprietary Cultural Impact Analysis model and actioned it for Kraft Mac & Cheese to guide their LGBTQ+ audience strategy. This work solidified the relationship with Kraft-Heinz, resulting in an additional scope.

• Managed a team of two strategists on Marriott Bonvoy and trained both in insight development, brief writing, and success planning.

• Led biweekly Media.Monks webinar on culture-driving trends (60+ attendees).

• Published thought leadership pieces on agency blog (audience of 14k) and social channels (audience of 9k).

• Crafted Uber Australia’s Diversity, Equity & Inclusion training for the entire Uber APAC marketing team.

• Clients: Taco Bell, Marriott Bonvoy, St. Regis, Ritz-Carlton, Kraft Mac & Cheese, and Uber Australia

The Many |

Social Strategist

March 2022 - June 2022

• Developed multi-platform social strategies for eBay’s luxury and high-value collectibles verticals.

• Led campaign development of the Gen Z social influencer campaign for eBay for Business.

• Presented a strategic POV on how brands can effectively leverage the Metaverse and published an article on the erosion of brand trust in an era of social crisis.

• Headed the DEI Allyship group and developed the framework for their year-long allyship learning curriculum.

• Client: eBay, luxury and high-value collectibles verticals

GS&F |
Brand Strategist

June 2019 - March 2022

• Built audience segmentations, creative briefs, brand positioning maps, value propositions, audience journeys, message maps, and naming strategies.

• Led multi-day rebrand workshops with multiple B2C and nonprofit clients.

• Provided consistent strategic support from briefing to production.

• Led agency-wide presentations on brand citizenship, countering audience distrust of brands, and appealing to Gen Z (50+ attendees).

• Published blog posts on the value of ESG initiatives and the rise of absurdist marketing in times of social crisis.

• Created the agency’s DEI playbook, led DEI initiatives, and hosted agency-wide trainings on inclusive language and bystander intervention.

• Clients: Bridgestone, Firestone, LP Building Solutions, ProTech, Jack’s, Sparrow & Sage, and Juice Plus+