Where cultural fluency became competitive advantage
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.
My job was translating that cultural proximity into something a CMO could sign off on — strategies grounded in youth culture insights, delivered through formats that felt native rather than intrusive, and measured against outcomes that went beyond impressions. I partnered directly with in-house research and creative studio teams to develop frameworks for 100+ campaigns, building the bridge between what VICE understood about its audience and what brands needed to believe about their investment.
This wasn’t just media planning. It was a constant negotiation between cultural credibility and commercial viability — and the results proved you didn’t have to sacrifice one for the other.
What I Actually Did
- Directed media planning, execution, and optimization for blue-chip brands across TV, digital, social, and emerging platforms
- Served as primary media stakeholder for external partner sell-through — collaborating with sales and branded content leads to articulate media architecture, insight translation, and cultural resonance to clients
- Reviewed and shepherded media investment allocations across fashion, tech, and entertainment sectors
- Partnered with creative studio leadership to develop impactful content strategies across VICE’s portfolio of properties
Press & Recognition
- Variety: "Vice Media to Launch First Series on Instagram’s IGTV"
- Campaign work spanning brands like Chanel, Google, Delta, Microsoft, and Verizon