Digital-first strategic + creative leader focused on building passionate teams, crafting purpose-driven brand stories, and making things happen.

(Selected work below)

Now More Than Ever - Meals on Wheels America (National Campaign)

Led the creative strategy and execution of a national fundraising campaign during the height of Covid-19. The campaign centered on a direct-response fundraising video ad that ran across TV, CTV, and social channels, and was supported by integrated social, email, and virtual event activations.

  • Broke organizational records for a standalone direct fundraising campaign

  • 57% increase in total donations YoY

  • 187% increase in average donation value

Role: Team Leadership · Creative/Video Strategy · Concepting & Copywriting · Video Direction

Smile Train - Smile Stories (National PSA)

Developed and led a series of PSAs designed to educate consumers on Smile Train’s mission and drive engagement. Rolled out nationally across traditional TV and CTV.

  • Picked up in all 210 U.S. DMAs, securing nationwide coverage

  • Generated 50M+ impressions

  • Elevated brand awareness through emotionally resonant creative storytelling

Role: Team Leadership · Creative/Video Strategy · Concepting & Copywriting · Video Direction

NBCUniversal - Social Lounge (Real Time Video)

Transformed a traditionally insider-focused upfront event into a global, interactive experience. The Social Lounge was a hosted talk show featuring talent from across NBCUniversal networks, live-shot, edited in real time, and distributed across the social channels of 20+ NBCU networks and talent brands.

  • Generated 500M+ impressions in a single day

  • Expanded audience engagement beyond industry insiders to a broad, global fanbase

Role: Team Leadership · Creative/Digital Strategy · Concepting & Copywriting · Video Direction

Wicked the Musical - Out of Oz (Music Video Series)

Reimagined the music of Wicked through a digital video series featuring unexpected music acts—from Broadway and beyond—performing iconic songs from the musical in fresh, surprising ways.

  • 30M+ YouTube views across seven videos

  • Extended the cultural footprint of Wicked beyond the stage to new audiences online

Role: Team Leadership · Creative/Digital Strategy · Concepting & Copywriting · Video Direction

S:US - Finding Home (Regional Campaign)

S:US is one of New York City’s largest nonprofits, but with limited public awareness. Finding Home introduced New Yorkers to the organization through a hero video spot distributed across TV, CTV, and social media in the region.

  • 96% CTV view rate

  • 72% YouTube view rate

  • Built awareness and sparked connection with new audiences in NYC

Role: Team Leadership · Creative Strategy · Concepting & Copywriting · Video Direction

Vikings on History TV - 3D Prophecy (Promo Videos)

Developed a promotional video series for Vikings with a tech-driven twist. Partnered with Brooklyn-based 3D artists to print key objects from upcoming episodes, teasing storylines and fueling fan anticipation. The campaign extended onto social media, where viewers could win the 3D-printed items by engaging with content.

  • 1M+ views across social

  • 4% engagement rate across all content

  • Blended storytelling and technology to deepen fan interaction with the series

Role: Team Leadership · Creative Strategy · Concepting & Copywriting · Video Direction

ADL - Never is Now (Global Event Promotion)

During a tumultuous time, reimagined ADL’s tentpole event to drive participation and engagement. Developed a new messaging strategy and refreshed the event’s look and feel, applied across promotion and the event experience itself. Produced video content featuring high-profile supporters, including Vice President Kamala Harris.

  • Exceeded attendee benchmarks by 30%, drawing 2,000+ in-person participants

  • 5,000+ virtual attendees from 40+ countries

  • Elevated ADL’s global reach and relevance through fresh storytelling and creative execution

Role: Team Leadership · Digital/Creative Strategy · Concepting & Copywriting · Video Direction

Columbia University - ColumbiaYou (Global Engagement)

Inspired Columbia’s global community to form a deeper connection with the University—and with one another. ColumbiaYou featured a central digital hub where community members could learn new ways to engage with Columbia, supported by a video series and social content.

  • 80% participation from Columbia’s schools, surpassing expectations

  • Reengaged 200,000+ community members across 50+ countries

  • Strengthened global connection through storytelling and digital activation

Role: Team Leadership · Digital/Creative Strategy · Concepting & Copywriting · Video Direction

Mean Girls - We Made Fetch Happen

Teamed up with Mean Girls Broadway, the feature film and Tina Fey herself to make fetch happen. The campaign featured social content, audience promos and was punctuated by a live event where a NYC street was officially renamed “Fetch Way” for the day. The campaign resulted in millions of social impressions and drove tremendous press coverage. I oversaw strategy, concept and execution.

  • Generated over 5M social impression + tremendous press coverage

  • Won Clio award for social campaign

Role: Creative Leadership · Brand Strategy · Art Direction · Messaging · Integrated Campaign Execution

New York Auto Show - Art Development

Spent nine years leading brand creative for the largest auto show in North America. Oversaw art direction, messaging development, and execution across digital and traditional advertising, social media, website, CRM, and onsite activations.

  • Generated consistent year-over-year increases in both brand impressions and show attendance

  • Developed award-worthy creative, including TV spots, digital campaigns, and immersive on-site experiences

  • Click the “Watch Video” link to view one of my favorite TV spots from this era

Role: Creative Leadership · Brand Strategy · Art Direction · Messaging · Integrated Campaign Execution