I believe whoever tells a better story wins & whoever asks the best questions can invent the future.

I work with businesses to elevate and strengthen their brand through enhanced marketing and creative strategies.

I write & develop brand story, positioning, strategic creative, and omni-channel content. I direct resources, teams, and budgets through execution and across performance, to valuable insights that yield further enhancement and growth.

I have experience in media and marketing, on both brand and agency side, and across omni-channel marketing strategies, where I’ve led brand development, elevated creative output, orchestrated teams, and actualized goals. And of course, had some fun along the way.

Below are a few examples of some favorite challenges. ↓

Challenge. How do you bring an internal brand DNA document to life?

By turning it into Narrative.

This is one of 12 pieces I wrote for denim brand Hudson Jeans to personify their brand’s character traits of irreverence, independence and believing in yourself. This work was produced on spec to build and further brand narrative in relevant ways.

Role: creative strategist, writer, director, producer

BRANDING / NARRATIVE / VIDEO

Challenge. Help a start-up evolve its brand image & communicate its product’s value proposition.

Wrote and produced strategic, organic and paid content that clearly showcased what makes the “GARDYN” product meaningful to consumers while also positioning the brand as innovative and thoughtful. Helped developed influencer partnership program and content.

Role: strategist, copy & concept, creative director & producer

BRANDING / ADS / VIDEO

CHALLENGE. HOW do you create a sizzle reel for a young marketing agency without showing their offices, people, or work.

By creating a thesis video on change to compel business owners on the need to stay relevant in fast changing times and trust an agency, MLCworks, who knows what works. 

Role: wrote, sourced footage and edited

MARKETING / PROMO / VIDEO

Challenge. Kickstart a brand’s organic video content and optimize its paid social to increase roas.

Developed a strategic organic content plan [S.O.C.], along with the STAG’s first video program, and hired talent and resources to support various video production types. Audited + optimized management & performance of the brand’s paid social, search, and email flows to increase conversion rates and ROAS [Return On Ad Spend].

Role: marketing, creative, & ad strategy

paid social / organic social content

Challenge. Transform a wellness brand’s marketing materials without having them look like traditional healthcare communications you’d find in a doctor’s office.

By evoking aspirational qualities that come from the benefit of the “RESTORE” services, incorporating more humanized aesthetics and copy, and creating visual structures to make the content accessible and attractive.

Role: concepts, copy & creative direction

social / communications / event / retail

Challenge. How do you communicate the hand made quality and domain authority of a tableware brand with out using the words “hand made” and “tableware?”

By telling a better story through words & pictures and taking a more editorial approach the client’s content. In addition to creating an overall style guide, we repurposed the client’s archive of existing photo and video assets, to further BEATRIZ BALL as an authority and leader in their domain of luxury tableware.

Role: copy writing, content planning, creative direction

Results: 10-20% YOY e-comm revenue increases. 250%+ ROI on digital marketing. $40 AOV increase.

BRANDING / COPY / SOCIAL

Challenge. How do you make “BEHIND THE SCENES” VIDEO CONTENT more engaging and RELEVANT?

By pivoting away from behind the scenes style video and shooting in more directly engaging ways for the viewer. I directed models to interact with the camera and the clothing in more dynamic ways. We converted “photo" shoots to “hybrid” shoots to capture both photography & video assets for omni channel use, and created vertical cuts for mobile-first consumption on social, as well as e-comm product and landing pages. [Featured brands: Bella Dahl, Zobha, Marika]

Role: consultant, director, editor

CONTENT DEVELOPMENT / SHOOT PLAN / VIDEO

Challenge. How do you elevate a brand’s social media CONTENT from being product only?

By developing editorial calendars and thesis content that communicate the tension, problems and solutions.

Role: copy writing, photography, design templates, art direction

COPY / DESIGN / SOCIAL

[1.] “The spangled banner” - American-Made on-line Retailer

Challenge. How do you share a company’s culture authentically?

By capturing the energy of its culture in candid ways to create something that feels truthful and inspiring. And by weaving its principles through its product making. [Featured brands: Hudson Jeans, Dogeared Jewelry & Gifts]

Role: director, producer, interviewer, editor

BRAND / CULTURE / VIDEO

Challenge. How do you help a new brand define itself or an established one in search of itself?

Create a brand book to act as a “bible” for the organization to adopt internally to better communicate its message, story, and visual standards externally through its platforms and business partners. [Featured brands: QuiverGrip, Beatriz Ball]

Role: research, copy writing, creative direction

BRANDING / COPY / CREATIVE DIRECTION

[1. Tableware company, Beatriz Ball] [2. Start up surf gear, Quiver Grip]

[one offs]

Every now and then you just wanna nail it with a great image, video or copy, that can really help sell someone’s story, message or product. My role has evolved over the years from photographer, videographer, designer, filmmaker, editor, art director, producer and director. My function in each of these examples was as lead creative of design, copy or production.