My story

I moved to New York City 10+ years ago with a passion for performance and storytelling. Exploring the city with smartphone in-hand, I was bombarded with marketing messages from every direction. Which stories moved me as a consumer (aka human) and inspired me to take action? More importantly, why? 

In my first job in digital marketing at CBS, learning how brands told their stories in measurable ways and connected with their audiences using new technologies fascinated me. On social media, audiences responded immediately. If they were smart, brands (just like good scene partners) listened and reacted.

My experience working in media took a turn when Food Network called. In my 7 years at Scripps and Discovery I worked in digital production, video programming strategy and brand marketing and created social, editorial and branded content programs for multiple food and lifestyle brands. Recently, I helped build a new brand for millennials, Food.com, telling stories for fans and advertisers across social, app and streaming platforms to drive adoption and engagement and led the brand to three years of YOY growth in page views and video views. I delighted in leading the social media team, branded content development and spearheaded the launch of our video program which included short-form recipe videos with 100M+ views on social and long-form lifestyle episodic series on YouTube and OTT. In 2019, I graduated with my MBA from NYU Stern’s Entertainment Media & Technology program with concentrations in Marketing and Leadership & Change Management.

After consulting on several brand campaigns and content marketing initiatives, In 2019 I joined Wayfair to lead Marketing Creative Strategy for lifestyle brands AllModern and Joss & Main, guiding omnichannel campaign strategy from ideation to execution. My amazing team works cross-functionally between copywriters, designers and marketing analysts to maximize marketing channel performance and efficiency and elevate creative testing strategies while making maximum emotional impact to raise brand awareness, affinity, and loyalty. A new Joss & Main campaign I spearheaded the creative strategy and execution for resulted in the highest ROAS on paid social channels in 2020, and boosted brand awareness by 133%. My team also recently executed the testing and brand strategy for “This Sale Gives Back,” a company wide initiative which raised 2.3M+ in donations for Feeding America’s COVID-19 Relief Fund.

Since May of 2020, I have been working with Do The WeRQ, a new non-profit organization dedicated to unlocking queer creativity in the marketing and advertising industry behind and in front of the camera. As the Special Projects and Partnerships Lead, I am leading the business strategy for a first-of-its-kind Queer Census — which aims to measure employee sentiment and provide actionable recommendations to make meaningful change in the industry — as well as examine the intersectionality of race, socio-economic status, disability status, gender identity and sexual orientation, with a focus on the least visible and represented members of our community (particularly the Transgender and BIPOC community).

I love to collaborate, ask questions, push boundaries, and lead teams to find innovative solutions. I am a forever curious lover of social media, integral health and wellness, TV and film, music, food, pop culture, design, and consumer psychology…did I mention I was forever curious?

projects i’ve developed, produced and art directed