B2B and B2C Campaign strategy and creative leadership

High-impact campaigns are built at the intersection of story, strategy, and execution. My work spans the visible expression — launches, integrated campaigns, and market activations — and the leadership required to align teams, shape creative direction, and ensure campaigns resonate in market and inside the business.

I lead campaign strategy from insight through execution — connecting positioning, narrative, channel strategy, and creative systems to deliver campaigns that drive attention, engagement, and measurable growth.

CAMPAIGN EXPERIENCE INCLUDES

  • New product launches and integrated market entry campaigns

  • Seasonal, acquisition, retention, and lifecycle storytelling programs

  • Tradeshow experiences, events, and high-impact brand activations

  • Social storytelling, influencer strategy, and cultural moment marketing

  • Public relations and earned narrative development

  • Integrated earned, owned, and paid campaign ecosystems

  • SEO and content strategy aligned to campaign narratives and demand capture

  • Performance media strategy across Meta, Google, and programmatic channels

  • Trade, retail, and in-market brand storytelling programs

  • Account-based marketing (ABM) and enterprise campaign orchestration

  • Lifecycle marketing and CRM-driven customer storytelling

  • Partner and ecosystem co-marketing campaigns

The work shown below represents a few expressions of campaign execution — supported by the strategic narrative, creative leadership, and cross-functional alignment required to bring campaigns to life at scale.

This B2C campaign introduced Shift to a new ideal customer profile by showing how a unified workspace brings clarity to complex, multi-tool workflows. Grounded in real-world usage rather than feature messaging, the work positioned Shift as an enabler of focus, control, and consistency—designed to scale awareness into demand and support downstream acquisition and lifecycle programs.

  • Forbes Exclusive

    Anchored the Chief Nomad Officer campaign with a Forbes exclusive, catalyzing 55 earned media placements and driving broad early awareness through earned media momentum, generating high CTR.

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  • Social Media

    Amplified through earned, social, and paid channels to scale awareness into demand efficiently. Social Engagement up 15% and Paid Ads delivered highest engagement and lowest CPC.

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  • UGC From Viral Media Pickup

    News-generated content achieved viral reach across the U.S., translating earned media into measurable growth with a 15% lift in site traffic and 10% higher engagement compared to benchmark campaigns.

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These campaigns strengthened Eminence Organic Skincare’s market leadership by elevating products from back-bar to retail, defending share in an increasingly competitive organic category, and scaling a purpose-led sustainability platform. Through data-driven planogram design, experiential PR and celebrity advocacy, and a one-product-sold, one-tree-planted initiative across 3,000+ spa partners, the work balanced brand credibility with measurable commercial impact—driving sales lift, participation, and long-term growth.

OBJECTIVE

Transform retail packaging and merchandising strategy to strengthen spa and brand revenue performance and create scalable in-spa selling systems.

RESULT

Delivered 10% sales growth in the first quarter and 5% lift in initial order volume, while improving assisted and self-directed retail selling across spa partners.

OBJECTIVE

Strengthen market leadership amid rapid growth in the organic skincare category by elevating brand credibility, cultural relevance, and earned influence.

RESULT

Secured national media exposure, including a Today Show feature driving a 50% sales lift for the featured SKU within 24 hours, while generating sustained inbound demand from high-profile partners and talent.

OBJECTIVE

Scale a sustainability platform across the North American partner network to strengthen differentiation, partner engagement, and purpose-led commercial growth.

RESULT

Delivered 200,000+ trees planted in six months, 55% partner participation, and a 5% lift in retail sell-through, contributing to an 8% increase versus the prior period.