hello.
I love immersing myself in brand strategy so I can bring creative work to life that truly solves a business challenge. I am currently part of United Airline’s Global Advertising Team where I focus on creative strategy and campaign management. Recently, I led the creative development and execution of the latest iteration of United’s Good Leads The Way brand campaign. I collaborate with internal creative teams, as well as vendors and agency partners to ensure strategic alignment and excellent creative output from brief development to the final edit.
Previously, I led creative production across 34 clients at Edelman including Samsung, FedEx, Kellogg’s, PayPal, Barilla, Eli Lilly, AstraZeneca, Con Agra, Bush’s, Butterball, and many more. I was part of Edelman’s evolution from “World’s Largest PR Firm” to a modern solution for all our clients’ advertising and communications needs. In this role, I helped build Edelman’s internal production capabilities and relationships with directors and vendors. I started career development programming to help my colleagues and leadership team understand how to make and evaluate creative work. I oversaw a team of talented producers capable of handling any creative challenge, whether that be a producing a documentary series hosted by Hannah Hart, building a massive pop-up restaurant in NYC, or creating a fried-chicken-scented fire log for KFC.
I am the former Head of Production for BeachMint Inc., a cutting-edge social commerce company in Santa Monica, California. At BeachMint I produced content for six fashion, skin care, and home decor brands. My work included commercials, radio spots, photo shoots, and live events. Prior to BeachMint, I worked for The Gersh Agency as a Motion Picture Talent and Literary Agent's Assistant. My time at Gersh provided an invaluable education in entertainment business principles, talent management, and creative development.
I earned a Masters in Communications Innovation from Ithaca College. Coursework included media economics, systems modeling, storytelling, consumer behavior, research methods, product/interface design, global leadership, and relevant legal and ethical issues. When I am not working, I snowboard and sail.