my work
Please find a collection of case studies and work samples that range from consulting clients to projects I lead during my tenure at Wonderful brands and in the agency world. This is a sampling of different types of work and I am happy to provide additional samples that may directly relate to your project.
Areas of Expertise
CPG, Culinary/Wine, Luxury Brands, Non Profit, Housewares, Technology/Apps, Travel
Maure
Creative Direction, Copywriting, Project Management
Maure is a luxury gifting brand developed by celebrity personal chef and caterer, Maureen Cavalieri. After a year of planning the launch of her curated gift boxes, she asked us to come in as a Creative Director to oversee the website and initial social media launch. Over a two month period I researched their competitors, went through their entire product portfolio and wrote copy for the entire site including overall brand messaging, product copy for over 60 individual products and boxes. I then selected photography and oversaw the website developer. For the initial launch of their Instagram, I developed a social strategy, selected imagery and developed a storytelling approach. Since launch, they have been featured in a number of national publications and even sold out one of their most sought after boxes.
bumble
Creative Direction, Social Strategy, Copywriting, Talent Management
LGBTQ+ marketing strategies are (and should be) extended far beyond the month of June. WIth Bumble, we evaluated their slate of activities and developed a series of opportunities to engage with the queer community on a consistant basis. From hosting a “Night of Queer Excellence” at Bumble’s LA Clippers Suite to a panel discussion featuring a collection of diverse voices including Kalen Allen, Nicolette Mason, Jared Goldstein and more. For World Pride in NYC, we tapped Jazmyne Jay (who actually met their partner on Bumble) to kick off the brand’s activations that weekend. The program was a success and we expanded our relationship to include Chappy, their newly acquired dating app for gay men.
chappy
Creative Direction, Social Strategy, Talent Management, Experiential, Project Management, Copywriting
Chappy, a dating app for Gay Men, expanded their footprint from the EU to the US with Bumble’s help. The assignment? Find a cost effective way to reach high priority local markets as well as build a national presence. Along with Building on Chappy’s brand tentpoles of kindness and inclusivity, the brand asked us to develop an influencer program that was “more than just a one off” and aligned them with talent from varied backgrounds. We thought there was no better way to highlight the brand than to leverage two fall holidays - National Coming Out Day and World Kindness Day. Along with sourcing, contracting and managing four influencers we also pitched the idea of celebrating our collective “Gay Bday” for National Coming Out Day. So we did just that! With just three weeks until launch, we RFP’d and hired a production company, found a venue (Rocco’s in West Hollywood) and put together an entire campaign. While Chappy may have folded into Bumble, we’ll never forget how fun it was to celebrate our Gay Bday.
ticketmaster
Creative Direction, Social Strategy, Talent Management, Project Management, Copywriting
Ticketmaster came to us with a plethora of new technology they needed to highlight during the summer concert season. From the availability of last minute tickets to their proprietary resale platform, plus a local market mandate to highlight outdoor amphitheaters in key markets. We developed and executed a comprehensive social media strategy that included partnering with eight influencers in key markets as well as a national partnership with the Girls Gotta Eat Podcast. Each influencer was asked to select and attend a minimum of three concerts over a four-month period and deliver a different key message during each live event. We managed both the creative and logistical execution including talent contracts, ticket management, creative direction and copy, posting cadence, and tracking/reporting. The program was such a smash success, they asked us to do it again.
capital one
Creation Direction, Branded Content, Talent Management, Content Production, Project Management
With the holiday season quickly approaching, Capital One Financial was seeking an opportunity to highlight Eno. Marketed as “Your Capital One Assistant,” Eno is friendly and gives a heads up should there be any potential fraudulent activity, if account balances are getting low and so much more. We worked with Rhett + Link: Good Mythical Morning to integrate the product’s brand messaging into games during three shows as well as social content. Two of the three videos reached #4 and #7 overall trending videos on You Tube.
alaska airlines
Creative Direction, Social Strategy, Talent Management, Copywriting, Project Management
Alaska Airlines was seeking a social campaign post Virgin America acquisition to communicate their offering of the most flights on the West Coast. I developed an Instagram photo contest partnering them with JVN just after Queer Eye premiered, putting Alaska Airlines in the zeitgeist of a cultural phenomenon. Handling all aspects of the program from talent curation and management to fulfillment, this was Alaska Airlines’ most successful social campaign to date.
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the tot squad
Creative Direction, Copywriting, Public Relations, Project Management
Tot Squad, formerly CleanBeeBaby, was in need of a new brand name, voice and visual identity to better establish brand recognition and loyalty with an eye on national expansion. As a baby gear cleaning company targeting busy working parents, the idea of the company’s employees saving the day with their quick and efficient work style came to mind. I worked in partnership with an art director to develop a completely new identity including company name, brand ethos, visual identity and color palette, then re-wrote their website and marketing materials and produced video content with the new brand voice in mind. Tot Squad was acquired in March 2020.
Watch the Tot Squad Overview Video
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Read the MSNBC Your Business Feature
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gooden center
Creative Direction, Copywriting
The Gooden Center is a not-for-profit drug and alcohol rehab facility in Pasadena that was expanding their residential mental health support services. They tapped me to re-design all of their marketing materials including creative oversight, photography and copywriting.
Justin & landmark vineyards
Brand Management, Creative Direction, Copywriting, Packaging, Email Marketing, Project Management
As the Marketing Manager for Justin and Landmark Vineyards, I moved over to the business during the acquisition. Responsible for overarching marketing strategy including a robust direct-to-consumer business, tasting room and hospitality, as well as training and roll out to an internal sales team and new distributor. Over the two years I worked on the business, we completely overhauled the brand, developing new messaging, packaging and eventually overarching marketing strategy including PR, experiential marketing and more. I was integral in creating a cohesive voice and visual identity across all the different channels, ensuring consistent messaging no matter where you encountered our product.
D3fy vitamins
Creative Direction, Copywriting, Public Relations, Experiential, Project Management
Dr. Sheryl Ross is a board certified OB/GYN based in Los Angeles, CA. Known for her warm and direct nature, Dr. Sherry heard from her patients over and over again that they LOVED how they felt on their prenatal vitamins. Their hair grew, nails were strong and when their pregnancy was over, they struggled to understand exactly what their systems needed. She set out to create the perfect multivitamin for women in every stage of life. I worked with the D3FY team to develop a public relations plan, draft their educational materials and produce a media lunch for health editors in New York City co-hosted by Francis Largeman-Roth, R.D.
starbucks
Creative Direction, Brand Strategy, Talent Management, Public Relations
As part of my work at Edelman, team Starbucks was tapped to concept and develop their first celebrity-designed holiday gift card. Just coming off of his Project Runway win, we secured Christian Siriano to design their first custom keychain card to benefit The Art of Elysium, a non-profit that brings the arts into children’s hospitals. Along with participating in press for the launch, Christian hosted a dress designing workshop for six young women who had been impacted by long term illnesses. The big surprise was that Christian MADE their dream dresses and they joined him on the red carpet for The Art of Elysium’s annual HEAVEN gala. Media included E!, ELLE, TEEN VOGUE and more.
the wunder project
Creative Direction, Content Production, Brand Strategy, Copywriting, Public Relations, Project Management
When Gloria Borgeous found out she had stage four colon cancer at the age of 28, she didn’t flinch - and decided she was going to fight not just for herself but for everyone who is diagnosed with this deadly disease. She Started The Wunder Project, with a goal of raising the millions of dollars needed for her physician, Dr. Lenz, to cure the disease. I worked with Gloria to develop a marketing and public relations strategy including hiring and managing a global PR agency, copywriting, web development, content production and more. Gloria may have lost her life after 60+ rounds of chemo, but her legacy lives on with The WunderGlo Foundation.
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pablove
Creative Direction, Social Strategy, Content Production, Copywriter, Email Marketing
The Pablove Foundation is a childhood cancer organization that improves the lives of children living with cancer through the arts and invests in underfunded pediatric cancer research. September is Childhood Cancer Awareness Month and our goal was to raise $50,000 to fund one Pediatric Research Seed Grant by asking out community to “Go Steady with Pablove.” A cheeky way to harness the power of our donors and convert them into our annual giving program, the Kindhearted. We built a strategy leveraging our social media channels as well as a robust email marketing list and set out to get our donors to “Go Steady with Pablove.” Not only did we reach 110% of our goal, the creative is still used to this day.
Pablove Childhood Cancer Month Kick Off Video