The Date: 2019

The Story: 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.

The Date: 2023

The Story: At the collision of controversies, adidas needed to connect with its target audience, women runners, emotionally. 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. I allocated a significant portion 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.

The Date: 2018

The Story: 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.

The Date: March 2023

The Idea: How do you convey a brand story during a major product launch? You keep it simple and impactful. In a single line of homepage copy, I blended adidas’s ‘Impossible is Nothing’ brand campaign with the record-breaking ‘AdiZero’ running shoe product launch campaign. My goal was to highlight how small actions can lead to significant outcomes.

The Execution: This is the homepage headline I created as part of the larger Brand Campaign I helped launch: "Impossible is Nothing. Start Small. Start Now."

The Feedback: “Everyone is obsessed with the content & they think it’s a strong brand campaign.” - Katerina, Global Senior Manager Digital - adidas

The Date: January 2022

The Idea: What happens when every Seasonal Product Launch, spanning 300 or more items, is given a new theme? The Marketing team and Sales teams prioritized asset creation over revenue-driving efforts. What began as a question evolved into a full rebrand, necessitating changes to all our processes. I led the charge.

The Execution: Our Catalogs were our core deliverable, and I took on the role of director. I also did a majority of the planning, copywriting, and editing for our photoshoots and marketing materials. Explore the catalog.

The Feedback: “The Sseko Spring catalog that you had a huge role in blew my socks off. You helped our products shine and they aren’t an afterthought. That’s to say, you’re so talented.” - Kimberly, Top Sales Representative

The Date: March 2023

The Idea: How do you speak directly to your target consumer, even when the subject is scary? You tackle the bigger problem head-on, with a side of humor. adidas wanted to address the fact that running is a form of activism for Women+ due to safety concerns. I was asked to join the creative brainstorming process.

The Execution: Explore the final work, as part of the bigger Brand Campaign I helped execute.

The Feedback: “You did great work here. Basically kicking everyone’s butt.” - Eva, Senior Manager of Purpose & Sustainability - adidas

The Date: January 2024

The Idea: What’s one thing that could connect us all? I deeply believe that volunteering is what feeds a strong society and our souls. I expanded on this idea during one of my assignments as part of my Climate Fellowship.

The Execution: I introduce the idea of creating an interactive experience, similar to online dating app, to connect individuals with causes based on their interests. Explore my idea.

The Feedback: “This is one of those ideas that make you wonder… why didn't anyone think of this sooner?" - Max, Classmate - Terra.do

The Date: August 2022

The Idea: How do you get noticed by the press when you're new in town? Tell a unique story. I focused on my client’s reinvention journey. From a college student backpacking through Europe to a professional switching from tech to interior design. The initial transformative trip boosted her confidence to change careers. Within her second year of business, this story helped her secure a feature as Austin’s Best Interior Designer in Austin Home magazine.

The Execution: Explore the copy I wrote for her site that helped land her on the list.

The Feedback: “She was great to work with and I immediately could tell she cared about my results. I'm starting to get more leads that I attribute to the website copy and branding strategy." - Wendi, Founder - Wendi Gee Interiors

The Date: March 2020

The Idea: What happens when ski lifts stop peak season? When COVID hit the slopes, I aimed to offer hope and simple solutions to my ski industry clients. This post proved to be evergreen; my clients embraced my ideas at the time, and many of my recommendations remain relevant today.

The Execution: Explore the blog post (Please note that the authorship changed after my departure).

The Feedback: “Thank you. We heart you.” - Andy, Marketing Manager - Aspen Ski Co.

The Date: December 2013

The Idea: What happens when you genuinely connect with an influencer without even realizing you're pitching them? I had bonded with one over the power of stripes in our wardrobes. Soon after she was looking for products to feature on a Today Show segment, I thought of our client, Slackers. Win, win. And a real big win for our client.

The Execution: Sadly, the clip is long gone, but our email exchange (and her influence) lives on.

The Feedback: “You’re a natural!” - Katie, Director of PR - Scream Agency