Mother, marketer, storyteller, builder.
Made For Those Who Do campaign | Eventbrite
MFTWD brought Eventbrite to the streets, feeds, and stations of nine U.S. cities plus London.
Partnered with Brand, Comms, Marketing, Product, and agency (Giant Spoon) to launch Eventbrite's first-ever brand awareness campaign—a bold, unignorable love letter to the burlesque beginners, entry-level astrologers, and stained-glass students who show up for the experiences that make life feel like something. Led influencer strategy and execution, owned the organic social content calendar, and advised on OOH and social ad copy.
YES campaign | ServiceNow
Launched in a fierce post-pandemic hiring market, YES rejected the "either/or" narrative candidates were tired of hearing—positioning ServiceNow as the place where mental health OR financial wealth, work time OR me time, making a living OR making a difference isn't the question. It's "yes" to all.
I partnered with our agency on copy and creative direction, transcreated campaign materials for the India market, and spearheaded our first-ever OOH campaign in India, while ensuring creative consistency across every candidate touchpoint—from paid media introduction to careers site to employee storytelling to apply. The campaign drove a 227% YoY increase in job applications and delivered a record-breaking 1.4M applications by year-end.
Employee storytelling | Twitter
My favorite work lives at the intersection of trend-native format and internal culture—content that feels less like corporate video and more like something worth watching.
Video is where I bring big creative ideas to life — concepting original series from scratch, casting diverse on-camera talent (execs, interns, employee communities), briefing videographers, editors, and agencies with clear creative intent, producing on set, and directing edits from rough cut to final export.
Social-first strategy | Eventbrite
Instagram at Eventbrite was my favorite kind of playground: high-craft, high-culture, high-stakes — and there was no playbook, so I built one from scratch.
I wrote punchy copy that felt native to the feed; sourced user-generated content that made the brand feel like a love letter to event-goers; built ads that performed without feeling like ads; ran tag-a-friend giveaways for organic momentum; commissioned custom photography and illustration to elevate the visual identity; developed Instagram Stories strategy from the ground up when the feature had just launched, with no precedent to follow; and coordinated influencer campaigns that stretched the brand beyond paid.
Global awards program | ServiceNow
Scaled ServiceNow's global awards and accolades program from 15 to 100+ annual placements—a 10x jump in top-50 list rankings. I turned it into a truly integrated program, driving MarComms strategy for marquee awards and serving as central orchestrator across Comms, Creative, Social, and PR to embed brand proof points into earnings calls, executive briefings, paid campaigns, and OOH—turning single-moment wins into year-long brand and reputation proof.
