05 — Selected Work
A few campaigns I led.
These campaigns were created for, and are owned by, their respective brands and influencers. They appear here as examples of recent work I led.
A marketer who has only known one category knows one playbook. I have had to earn attention and trust across very different customers, and that taught me which principles are universal and which are just industry habit.
Led North America brand strategy grounded in consumer data and cultural insight, translating complex payment technology into resonant campaigns across travel, eCommerce, and Gen Z and Millennial segments. Delivered integrated GTM plans across paid, owned, and earned media channels, with full-funnel measurement frameworks tying awareness through consideration to action.
Led strategy and operations for CRM and the Fan Rewards loyalty program during a pivotal period of marketplace expansion. Rebuilt the lifecycle program end to end, turning behavioral data into personalized retention, and oversaw the day-to-day execution that brought the strategy to life.
A trusted strategic partner to the C-suite during a period of rapid growth. Drove category creation, CRM expansion, and retention strategy for a scaling personalized-products brand.
From American Airlines to Visa Cross Border. A career-long thread.
Visa and American Express. Making complex products and benefits feel relevant and approachable.
Shutterfly, StubHub, Barnes & Noble. Lifecycle and Loyalty at scale.
These campaigns were created for, and are owned by, their respective brands and influencers. They appear here as examples of recent work I led.
