Work
Persil 1800 Wardrobe Refresh Hotline – Brand Strategy Lead
I led the brand strategy for Persil’s 1800 Wardrobe Refresh Hotline, tapping into an emerging trend among younger consumers with an interactive 24-hour live stream. The campaign generated 45 million impressions, attracted 350,000 live viewers, and sparked over 99,000 comments, with a 94% higher view-through rate than any previous Henkel TikTok activation.
The campaign was a massive success, securing the #1 spot for Celebrity Brand Collaborations in AdAge, surpassing even Kim Kardashian’s partnerships. It was a perfect example of how innovative, trend-driven strategies can build lasting connections with a brand's audience.
TBWA\Chiat\Day NY – DEI Lead, YoungBloods Program Reinvigoration
As DEI Lead, I played a key role in reviving the legendary YoungBloods program at TBWA, transforming it into a powerful tool for advancing diverse talent within the industry.
Partnering with CCO Amy Ferguson and a former YoungBlood, we reintroduced the program at TBWA\Chiat\Day NY with DEI at its core. Since 2021, I’ve led the program in collaboration with key creative leaders, ensuring it continues to foster the next generation of diverse creatives.
Manager of Strategic Initiatives – DEI, TBWA\Chiat\Day NY
As a strategist and DEI lead at TBWA\Chiat\Day NY, I helped turn Tennessee’s transphobic Bill 1182 into a statement of allyship and inclusion.
When a Nashville-based employee flagged the bill, we saw an opportunity to use creativity for good. We designed 22 signs surrounding the mandatory text with supportive messages, offering them free to any business in Tennessee.
Although the bill was eventually blocked, this initiative reinforced our agency’s unwavering commitment to advocacy and using creativity as a force for positive change.
ADCOLOR Advisory Board – Alumni Engagement Co-Lead
As Co-Lead of Alumni Engagement on the ADCOLOR Advisory Board, I’ve had the privilege of developing and spearheading initiatives that empower the ADCOLOR FUTURES alumni community. From curating impactful events to launching professional development programs and creating meaningful opportunities for giving back, my focus has always been on fostering growth, connection, and ongoing advocacy beyond the annual conference.
Brooklyn Film Festival – Strategist
As strategist, I helped position the Brooklyn Film Festival’s first virtual edition as more than just an adaptation—it became an opportunity to reconnect with our shared humanity.
With 140 free films streaming online, we developed a campaign that reframed key moments as “refresher courses” on everyday interactions—How to Be a Sports Fan, How to Hug, How to Have a Dinner Party.
Amid a time of isolation, this campaign highlighted the power of storytelling to bring us back together, reminding audiences of the connections that unite us all.
Mayo Clinic – Brand Strategist
As the strategist for this campaign, I focused on translating Mayo Clinic’s unparalleled diagnostic expertise into a compelling, emotionally resonant story. In healthcare, an answer can change everything, and Mayo Clinic provides patients with one invaluable thing: certainty.
To bring this idea to life, we created a film visually exploring the human brain, illustrating how certainty replaces fear with peace of mind.
The voice behind this powerful message? Viola Davis.
TBWA\Chiat\Day NY – Instagram Strategy Development
I developed a fresh strategic direction for TBWA\Chiat\Day NY’s Instagram, prioritizing consistency, brand identity, and audience engagement. By establishing key content themes—showcasing our people, our work, our thinking, and our internal culture—I helped create a more compelling, authentic presence that resonates with both prospective talent and clients.
Tuskegee Airmen Campaign – Brand Strategist
As brand strategist, I led the collaboration with Lucasfilm on the #FlyLikeThem campaign, honoring the Tuskegee Airmen, the nation’s first Black fighter pilots.
We leveraged social media on Veterans Day to amplify their legacy, generating 1B+ impressions and celebrity engagement. Through compelling storytelling, we ensured their impact was recognized and celebrated, proving that their stories continue to inspire and unite.