Featured Work
& Case Studies
Strategy meets storytelling. Explore campaigns I’ve helped concept, lead, and launch. Click through to see how the thinking shaped the work.
The Alumni Advocacy Engine + CareerFoundry
Narrative Strategy · Content Architecture · Cross-Functional GTM
Testimonials weren't working. So we stopped making them. Instead, we built a content system around the one voice prospects actually trust: students who were exactly where they are, not long ago. 120% engagement surge. $2M+ revenue.
From Zero to $2M: The Creator Program + CareerFoundry
Creator Strategy · Influencer GTM · Revenue Attribution
You can't buy trust at scale. But you can borrow it — if you know who holds it and what job they need to do. Built CareerFoundry's influencer program from nothing using a casting system, not a roster. $2M+ in attributed revenue. Zero to core pillar.
How LA Became Korea's City Too + LA Tourism (Shorty Award–Nominated)
Cultural GTM · Influencer Casting · International Market Entry
Cultural GTM · Influencer Casting · International Market EntryScaled a cross-cultural bridge between Hollywood and the APAC market through narrative-led influencer strategy. Generated 15M+ impressions and redefined global sentiment for LA Tourism.
Everybody Loves LA + LA Tourism (Webby Award Nominee)
Brand Identity · Community Strategy · Editorial Direction
A tourism board that sounds like a tourism board has already lost. We stopped talking about LA and started building the community for LA to talk for itself. The result: doubled audience, 1M+ community contributions, and LA surpassing NYC and Las Vegas to become the most followed city destination on social. Webby-nominated alongside VICE.
Pioneering Studio-Creator Activations + Sony Pictures
Creator Activation · Narrative Strategy · Entertainment Marketing
We convinced a major Hollywood studio to trade the script for a setup — and let a creator's world do what a polished interview never could. 3.1M organic views. A new internal playbook.
Unlocking TikTok Fandom + Bundesliga
Social Strategy · Sports Marketing · Multicultural Activation
The fans were already there. The trick was making one match feel unmissable to people who express fandom differently depending on where they live. 25M+ impressions. 60% reach surge.
Everyday Moments + Volkswagen (Silver Hispanic Creative Advertising Award)
Creative Copywriting · Cultural Insight · Integrated Campaigns
Most car ads lead with the machine. We started with what happens inside it — the moments that matter to the people driving. Silver Award. Motor Trend Car of the Year.