Good WORK

As a communicator or marketer, your role requires a deep understanding of diverse subjects. You need to comprehend the complexities of each department's operations and the nuances of various marketing channels, all while developing a cohesive strategy and story. For someone with a curious mind like mine, this is where I shine. I take great satisfaction in refining small details, from schedules to budgets, while also advocating for bold, transformative changes.

STORY TIME

Here are some stories about how I have contributed to change.

Aspen Ski Company - As the climate and the political landscape continued to heat up, Aspen Ski Co. knew they could help their customers take action too. The ‘Give A Flake Campaign’ allowed site visitors to easily send letters to their Senators. My team aimed to make the campaign live longer through organic SEO. We optimized the site assets, created an informative page, and built a robust link network. These efforts continue to grow on the internet and in skier’s hearts.

Resort Collection - Panama City Beach, Florida invested years in rebranding itself as the ultimate family vacation destination— and the success was monumental. However, those efforts were threatened. In October 2018, Hurricane Michael wreaked havoc, leaving behind utter devastation. During this challenging period, I spearheaded the development of a marketing strategy that leaned on the resilient brand they had built and something impervious to Category 5 winds, memories. We initiated a User-Generated Content (UGC) social media campaign that surpassed engagement levels of any previous campaign. The most gratifying aspect was witnessing people return, their memories in tow.

adidas - At the collision of controversies, adidas needed to emotionally connect with its target audience, women runners. I knew that running was already a form of activism for many women, so I pushed the brand to do more. As the digital team lead, I was in charge of making the Brand Campaign come to life in their digital ecosystem. But I also went a little rogue and carved out a large part of my budget to fund continued efforts for the Breaking Barriers project, which focuses on building equity in sports. Upon launch, I watched as employees rejoiced the most, because they needed something to believe in too.