Freelance

Strategy Director, Feb 2023-Present

• Combining expertise in marketing + creative strategy, entertainment, and tech to help brands ask smarter questions, find sharper answers, and exceed their goals.

“Stealth” Startup, The Blockchain

Director, Narrative + IP, Marketing Strategy, March 2022-Present

• Develops Lore and Character Bibles for internal and partner use, including partnerships with brands like the MLB and award-winning Mangakas, manages canon for multiple pieces of original IP.

• Develops and authors narrative output, including designing metagames with branching storytelling, comics, and in-world artifacts for social (ie. character social accounts, “found” items like letters and schematics, etc).

• Works with teams across Blockchain Gaming, Tokenomics, and Marketing to design compelling Web3 experiences that introduce fans to a full, engaging, and unique world.

• In partnership with Marketing leadership, authors marketing strategies for both new product launches and existing IP.

• Manages verbal brand expression, including website copy, product descriptions on third party sites, and social copy.

TikTok, Los Angeles, California

Global Creative Studio; US Lead - Brand Strategy, May 2021-March 2022

• Co-authored and executed the first Global Brand Positioning document for TikTok.

• Authored the campaign strategy and co-led execution of TikTok’s North American brand campaign, “You Have to See It,” managing internal stakeholders across content verticals, creator management, and media planning; as well as agency relationships.

• Regularly contributed to Global Brand Strategies for TikTok as well as emerging ByteDance products.

• Led studio teams on creative strategy, creative concept development, and copywriting for campaigns and programs that lived everywhere from social to OOH to events to linear.

• Would you believe I got to write TikTok strategies for K-pop groups? It was incredible̶please ask me about it.

Hulu, Santa Monica, California

Culture + Brand Strategy Manager, July 2019-May 2021

• Managed brand, campaign, and creative strategy for the Culture Lab, a team dedicated to connecting Hulu to the world outside itself in order to show fans that we share their values, needs, and interests.

• Briefed creatives to make smart, breakthrough work and partnered closely with them throughout creative development to ensure that work reached its fullest potential̶creatively and strategically.

• Coordinated, commissioned, and executed research projects in partnership with the Consumer Insights and Data and Analytics teams, then translated learnings into actionable insights.

• Served on the quarterly trends team tracking changes in cultural norms, values, and expectations.

• Co-founded Hulu Green, our Sustainability group. Founding member of the Hulu Diversity and Inclusion Taskforce.

Zambezi LA, Culver City, California

Culture + Brand Strategist, January 2017-July 2019

Strategy Coordinator, June-December 2016

• Identified business problems, extracted consumer trends, conducted research, and built brand strategies for Samsung, Venmo, Beats, and the US Open (the golf one).

• Worked closely with creative and media teams to develop creative across platforms.

• Quickly synthesized business problems and real-time insights into marketing strategies for pitches.

• Served as project lead on original end-of-year trend reporting, and as Editor of the Zambezi BITES Newsletter, a carefully curated and annotated monthly reading list for people looking for insights in unusual places.