Professional Projects

From executive transitions and culture-building initiatives to strategic campaigns, rebrands, and high-impact launches, my work spans the full spectrum of communication and leadership strategy. This includes internal and external communications, executive visibility, employee engagement, thought leadership, digital storytelling, integrated marketing, and brand development.

Each project reflects a blend of conscious communication, strategic clarity, and operational precision—delivering solutions that align messages, strengthen culture, and accelerate business outcomes.

C-Suite Transition & Leadership Rebrand

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Overview: Architected the internal launch and leadership brand for a newly appointed EVP at Estée Lauder Co., replacing a long-tenured predecessor. The goal: honor legacy, introduce a modern leadership style, and create rapid trust across a global organization.

Delivered

Personal brand pillars & leadership identity
90-day - 6-month communications strategy
Global town hall narratives & listening tour structure
Executive messaging, storytelling, and tone guidance
Internal/external comms alignment strategy
Cross-functional alignment with internal + external comms teams

Impact

Accelerated trust and clarity across a global organization spanning multiple markets and functions
Strengthened alignment between C-suite, regional leaders, and frontline teams
Created a scalable leadership branding model adopted across additional executive functions

Integrated Marketing Campaign - Amplifying Impact

Overview: Led the multi-media launch of JPMorgan Chase’s "Morning Bell" campaign at the New York Stock Exchange, celebrating small business owners during National Small Business Week. The goal was to position Chase for Business as a committed partner to entrepreneurs, spotlighting its support, resources, and community impact.

Delivered

Developed campaign narrative & positioning
Facilitated cross-functional coordination across brand, PR, social, and events
Secured high-visibility media opportunities
Built strategic influencer partnerships
Amplified social media content to broaden reach and relevance

Impact

50+ high-profile media placements (including CNBC, Cheddar TV, Fox Business, CBS, and Huffington Post)
Exceeded digital marketing KPIs by 4x
Strengthened Chase for Business’s reputation as a trusted advocate for small business owners
Elevated leadership visibility and deepened brand credibility across key audiences

Success in Action: Media Relations & Event Management

Overview: The Matrix Awards is New York Women in Communications’ premier annual event, celebrating industry icons such as Maya Angelou, Gloria Steinem, and Meryl Streep, with proceeds supporting scholarships for the next generation of women leaders. The goal was to leverage the event to raise brand visibility, deepen membership engagement, and strengthen funding for the organization’s Foundation.

Delivered

Developed and executed a comprehensive media relations strategy
Created detailed run-of-show and talking points for stakeholders
Trained internal teams for seamless red carpet and press execution
Managed proactive outreach across broadcast, print, and digital outlets

Impact

Generated 965M+ media impressions
Secured 34 feature stories and top-tier placements (Wall Street Journal, TODAY, The Hollywood Reporter)
Elevated visibility of the organization and its mission
Drove increased membership engagement and strengthened Foundation fundraising
Delivered a smooth, high-profile event experience from press line to stage

Fundraising Campaign & Social Impact Strategy

Overview: Led marketing initiatives for UN Women USA NY to launch “I ♥ Equality,” a fundraising campaign designed to build awareness and support for critical global gender-equity issues. The campaign centered around limited-edition t-shirts created by award-winning artist Marco Santini, featuring the word “Equality” in 50 languages. All proceeds supported UN Women programs worldwide.

Delivered

Developed campaign strategy, messaging, and creative direction
Positioned the t-shirt as a symbolic, inclusive product to spark conversation
Built a comprehensive influencer engagement plan
Partnered with 60+ philanthropic influencers to amplify reach
Provided social copy, hashtags, and purchase links to ensure consistent storytelling

Impact

Generated 40M+ impressions across social platforms
Significantly increased online engagement and donor participation
Secured media coverage, including a feature in Elle
Strengthened awareness of UN Women’s mission and advanced fundraising goals
Fostered meaningful dialogue around global equality and women’s empowerment

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Revitalizing Brand Identity: A Strategic Rebrand
& Integrated Marketing Communications Campaign

Overview: Collaborated with agency partners to lead a comprehensive rebrand of the iconic Sweet’N Low pink packet, repositioning the brand to resonate with a younger demographic. The initiative focused on crafting a refreshed narrative and developing an integrated marketing communications campaign that highlighted the product’s distinctiveness and aligned with evolving consumer behavior.

Delivered

Developed brand narrative and repositioning strategy
Executed integrated marketing campaign across digital, experiential, PR, and partnerships
Facilitated influencer alignment and promotional activations
Coordinated events, media outreach, and fitting partnerships
Ensured cohesive storytelling across all touchpoints

Impact

Increased consumer engagement and brand visibility
PRWeek recognized one promotional activation as “exceptional,” citing strategic thinking, attention to detail, and scalable execution
Elevated brand relevance with younger audiences
Strengthened overall brand identity, contributing to meaningful business outcomes

Our Signature Aesthetic

Reputation Management

Fostering and safeguarding corporate reputation through the implementation of impactful public relations strategies, while also working to enhance the executive presence in order to shape a compelling and enduring brand image.

How E*Trade Came Back from a Great Recession Wipeout – Fortune Magazine: https://bit.ly/3BMdMSr

Buzz-Driven Openings

Implemented a comprehensive strategic communications approach to generate excitement and drive traffic for new restaurant launches and pop-up events, this involved developing targeted marketing campaigns tailored to specific audiences, leveraging social media platforms and influencer partnerships to amplify reach, and utilizing public relations tactics to build anticipation and buzz around the events. By meticulously planning and executing these strategies, successfully drove foot traffic and established a strong initial customer base for the new establishments, ensuring a successful launch and ongoing patronage.

Partnership with Amanda Gorman as first global changemaker for ELC.

Diversity, Equity, and Inclusion

The Estée Lauder Companies (ELC) participated in the Generation Equality Forum (GEF) in Paris, reinforcing its commitment to gender equality. Collaborated on the executive speech, as well as the press materials, outlining the company’s dedication to using its resources and platform to advance gender equality and women's leadership worldwide through both current and future initiatives.

360 Campaigns

Developed and executed a comprehensive 360-degree marketing campaign for the Chase Ink Business Preferred credit card, collaborating with both internal and external partners to maximize impact. The campaign featured a digital educational content series designed to showcase effective strategies for utilizing card points across social media platforms and through SEO advertising. By highlighting real-world examples and case studies of small business owners who successfully leveraged their points, the series not only educated users but also demonstrated tangible growth and success, reinforcing the card's value for entrepreneurs.

Experiential Marketing

Led comprehensive event and influencer activation initiatives across 21 strategically selected markets to promote and encourage consumer sampling of innovative low-calorie beverages crafted and sweetened by Sweet’N Low. This project was integral to the brand's revitalization efforts, effectively engaging consumers and enhancing brand visibility in alignment with the new branding strategy.

The panel included Eileen Fisher, Designer Gabriela Hearst , Designer / Karina Givargisoff , Mission Magazine / Tracy Reese, Designer, / Neri Oxman, MIT Media Lab

Driving Sustainability

Collaborated with interdisciplinary teams to organize a transformative event focused on sustainability, promoting economic growth and social impact. The event featured a panel discussion with influential women leaders, who shared their challenges and successes in integrating sustainability into their business models. By facilitating partnerships and executing marketing communications efforts, we created a platform for meaningful dialogue and collaboration, highlighting the vital role of women in driving sustainable practices and social change. Proceeds went towards UN Women programs.

Professional Projects

C-Suite Transition & Leadership Rebrand

Integrated Marketing Campaign - Amplifying Impact

Success in Action: Media Relations & Event Management

Fundraising Campaign & Social Impact Strategy

Revitalizing Brand Identity: A Strategic Rebrand & Integrated Marketing Communications Campaign

Our Signature Aesthetic

Revitalizing Brand Identity: A Strategic Rebrand
& Integrated Marketing Communications Campaign