Places that nurtured my weirdness.

McCann New York

McCann NEW YORK IS THE BIGGEST AGENCY IN THE IPG NETWORK. WE help brands build the most meaningful brand platforms that drive exponential growth and leave a lasting impact on culture.

L&C New York

L&C is one of the most awarded creative agencies at the moment: Ad Age's A-List Newcomer Agency of the Year, The One Show Independent Agency of the Year, and Cannes Lions Grand Prix Winner.

Noble People

NOBLE PEOPLE IS A SMALL AGENCY ON A JOURNEY TO TRANSFORM ITSELF INTO A CREATIVE POWERHOUSE. STARTING MY CAREER HERE ALLOWED ME TO BE BOTH A STRATEGIST AND A CREATIVE. THIS GAVE ME FIRSTHAND knowledge of what it takes TO FUEL CREATIVITY.

Associate Director, Brand Strategy

(May 2023 - present)

Operating as a brand strategy lead on Ulta Beauty. Collaborating closely with cross-disciplinary strategists (social, comms, data) to craft an upcoming multi-year brand platform through unearthing a compelling enemy ownable to the brand.

Launched Ulta Beauty's first-ever brand movement, repositioning the brand from a transactional beauty retailer to a cultural partner in Gen Z's well-being journey. Led Culture Studio – a forward-thinking foresight studio dedicated to anticipating beauty trends and cultural shifts through primary research methodologies. 

Helped redefine “value” for HomeGoods, a brand who’s finding its voice in culture. Identified new avenues to embed the brand into moments in culture through disruptive, unconventional conquesting activations. Currently helping the brand transform itself into a contemporary entertainment powerhouse within its category. 

Senior Brand Strategist

(September 2022 - May 2023)

Developed strategic territories and creative briefs across Ulta Beauty’s pivotal projects, spanning from seasonal promotions to the 2023’s holiday campaign. Partnered closely with CDs to consistently introduce proactive efforts that help Ulta Beauty land in culture – from building a runway into men’s hearts, to inserting the brand into Mississippi Prom season.  

Acted as a cultural advisor on other brands like Fujifilm instax, New York Lottery, and HomeGoods – helping to position them at the forefront of cultural waves. 

Owned thought leadership and authored think pieces including the evolution of influence, insights into the community of multicultural Gen Z, and the first-ever brand playbook for harnessing generative Artificial Intelligence

Freelance Brand Strategist

(seasonal throughout late 2021 & early 2022)

I was fortunate enough to work alongside the CCOs across key pitches and help their senior partners build this rapidly growing agency. 

Wrote the 2022 creative brief for Zacapa Rum and helped build the Zacapa brand world to reflect the new platform. Repositioned Zacapa into the champion for moments when Latin women connect with their loved ones. 

Wrote the 2022 creative brief for Fiverr, repositioning Fiverr from a quick and cheap hack for startups, to a valuable resource for more established brands.

Senior Creative Strategist

(March 2022 - August 2022)

Operated as a strategic lead on PointsBet. Led the consumer insights work and gave PointsBet a unified point of view on emerging tech, gaming, and entertainment.

Developed PointsBet’s creative strategy for 2022. Wrote creative briefs for tentpole sporting moments, including March Madness, NFL kick-off, and World Cup, resulting in an increase in user sign-up by 105%.

Pitched, built, and ran a new kind of intelligence unit that led Web3 new business and internal development. Run workshops with c-suite executives to onboard their brands to Web3.

Creative Strategist

(September 2021 - March 2022)

Operated as a strategic lead on Venmo. Wrote the strategy to launch Venmo Credit Card. Co-authored point of views on what chaos culture means for Gen Z’s personal finance and investment.

Junior Creative Strategist

(September 2020 - September 2021)

Drove day-to-day strategic projects across all Nickelodeon shows, including Patrick Star, That Girl Lay Lay, Are You Afraid of the Dark, and Blue’s Clues. Ran out-of-the-box research projects to uncover insights about kids across the country. 

Drove proactive thinking on Klarna, reporting on Gen Z trends during COVID-19, from thrifting, slow fashion, to value-based shopping.

Education

Fordham University

Master’s of Science in Marketing Strategy & Innovation

Temple University

Bachelor’s of Arts with Honors in Advertising Brand Strategy