How the thinking becomes the work.
Repositioning crisis prevention as joyful belonging
How I led a radical brand repositioning that transformed The Trevor Project from crisis-response mode into a proactive, joy-centered community — growing brand awareness by 40%, generating $60M+ in charitable revenue, and building 80+ brand partnerships by shifting the narrative from survival to belonging.
Turning a heritage fragrance into a cultural movement for a new generation
I led the media strategy for The Fifth Sense, a year-long branded content program created with i-D Magazine and VICE that celebrated the intersection of female creativity and the evocative power of fragrance — increasing purchase intent by 23% among female Millennials across 12+ international markets on a $12M budget.
Proving that a tech giant could earn cultural credibility by centering the humans behind the breakthroughs
I led the media strategy for Dear Future, a collaborative documentary series between Motherboard (VICE), CNET, and Microsoft that profiled scientists, hackers, and community builders pulling the future into the present — winning a Webby Award for Science & Education and shifting Microsoft’s brand perception among younger audiences.