Built in the margins between intention and impact.

At VICE, the pitch was never just media — it was proximity. I led a team of 10 cross-channel media strategists building campaign architectures for brands that wanted to be where culture actually lived: the conversations, the communities, the creative edges that traditional media couldn’t reach.

When I joined The Trevor Project, the organization was best known for one thing: crisis intervention. And while that work was — and is — lifesaving, the brand was stuck in a narrative of pain. My mandate was to build a marketing function from scratch and fundamentally reposition Trevor around a more expansive truth: that LGBTQ+ young people don’t just need to survive. They deserve to belong.

At Blue State, I direct media strategy across a portfolio of major nonprofit accounts — organizations doing some of the most consequential work in medical research, global development, human rights, and beyond. The scale is significant: multimillion-dollar media investments where every dollar has to justify itself not just in performance metrics, but in mission impact.

The Ad Council operates at a scale most marketers never touch — $1.8 billion in annual donated media, campaigns that run in every state, and issues that most people would rather not confront. My role was to make them confront it anyway.

Thrive Global was Arianna Huffington’s bet that behavior change could be a media category — and my job was to make that bet pay off for the brand partners funding it.