Lead Account Strategist & Creative Co-Architect
To launch Brazilian beauty brand Natura in the U.S., I led a year-long, full-funnel strategy blending purpose-driven storytelling with performance. From micro-creator seeding to a creator-led Amazon Rainforest expedition, viral plays, and a high-converting holiday push, we paired macro reach with micro authenticity across every phase. The result: 37M+ impressions, 1.2M+ engagements, 676 assets, and a 3× year-over-year holiday sales lift. Natura was flagged by TikTok Shop as a priority brand and earned a two-year renewal—cementing its place as a conscious contender in U.S. beauty.

Lead Strategist
To position Sam’s Club as a Gen Z–friendly alternative to Costco, I led strategy across two years of always-on, creator-first campaigns. Highlights included a viral NYE TikTok sprint (16.5s avg. watch time—500× benchmark), a creator landing TikTok’s #2 leaderboard spot, and a shoppable October catalog generating 42M impressions and $2M+ in tracked revenue. The work earned our agency an official TikTok partnership and launched three new programs—all while halving CPC, doubling CTR, and driving record-low member acquisition costs.

Lead Strategist
To drive buzz and showroom traffic for oversized luxury appliances, I built a showroom-first content strategy featuring interior designers, hosts, and chefs. Campaigns like “Pretend This Is My Kitchen” brought aspirational storytelling to life through skit-style videos and repurposed content across paid and organic. The result: 5.8M+ impressions (151% of goal), 616K+ engagements, 51 assets, and engagement rates up to 2× benchmarks—securing two renewals and a budget increase.

Lead Influencer Strategist
To drive continuous buzz for priority artist merch drops—spanning Olivia Rodrigo to The Rolling Stones—I developed an always-on influencer strategy that prioritized authenticity and cultural relevance. By pairing superfans with macro creators around key moments (Pride, Hispanic Heritage, holidays), we delivered platform-optimized content that felt real, not like ads. One campaign alone hit 24.4M organic impressions (1.8× goal), 348K engagements, and a 6.06% IG engagement rate—securing a 6-figure, year-long renewal from UMG.

Lead Influencer Strategist
To break through a saturated hydration market, I built a bold, three-phase influencer roadmap—Test → Optimize → Scale—featuring 47 color-forward creators across wellness, fashion, and lifestyle. From Wes Anderson–inspired reels to vibrant mixology hacks, each post embodied ROAR’s live-loud ethos. We provided prop kits, art direction, and reuse guidelines to create an evergreen content library, later extending into experiential with earned media from outlets like People Magazine. The results: 12.2M+ impressions, 236K engagements, $2.25M+ in EMV, and a Global Influencer Marketing Award nomination—securing multi-year renewals and an expanded scope.

Creative Strategist
To turn a polar vortex into a sales driver, I created the “Cold Weather Blitz” platform—spotlighting O’Keeffe’s winter must-haves through concepts like Extreme Slugging and Cold-Proof Kisses. We cast mids-to-macro creators (truckers, van-lifers, beekeepers) in humor-led Reels that doubled as demos, then targeted weather-hit states and working-hands audiences. In just six days, we delivered 1.59M impressions, 66.9K link clicks, a $0.15 CPC, and 7.35% organic engagement—doubling norms and shaping future creative strategy for the brand.

Lead Creative Strategist
To position Lucyd’s ChatGPT-enabled smart frames as more than a tech gimmick, I developed the “Hey Lucyd…” platform and three concept pillars—Adventure Time, Main-Character Lifestyle, and DIY Safety. We activated 15 micro-to-mid creators across fashion, travel, and fitness, pairing trend-driven content with performance tactics like allowlisting. The campaign delivered 11.8M impressions (104% of goal), 971K engagements, and 100+ UGC assets repurposed for paid—achieving a 10% blended ER (vs. 2.6% norm). Lucyd emerged as the category’s style-savvy innovator, unlocking an expanded 2025 creator roadmap.

Celandine “Greet the Sun” Launch | Lead Creative Strategist
To launch Celandine, Anthropologie’s resort-wear line, ahead of spring break, I crafted the “Greet the Sun” platform with pillars around Coastal Fashion, Travel, and Lifestyle. We activated a micro-to-macro creator mix with curated prop kits and optimized allowlisting—shifting focus to Instagram amid TikTok volatility. In just 18 days, the campaign drove 3.6M impressions (120% of goal), a 5.03% organic ER (1.5× benchmark), and a 60% paid hook-rate—all with zero negative sentiment, cementing Celandine as a spring getaway essential.

Lead Strategist
For Spencer’s first-ever influencer program, I built a bold, year-round strategy rooted in alt Gen Z culture—mixing always-on rebellion with seasonal spikes: Back-to-School, Playboy, Horror, and Holiday. A curated crew of 12 micro-to-mega creators delivered 40 posts across TikTok and Instagram, blending organic edge with allow-listed paid for maximum impact. The result: 10.1M impressions (~3× goal), 580K engagements, TikTok ER of 9.77%, and one Holiday reel hitting 4.13M organic views—securing a 2024 expansion and proving Spencer’s belongs in the creator space.

Lead Creative Strategist
To launch The Weekday Universe—a Gen Z–focused, multi-brand platform in London and Berlin—I led strategy from pitch to execution. I developed a data-driven roadmap blending Scandinavian edge with UK/DE street style, mentored a junior strategist, and built a creator lineup approved without edits. The result: hundreds of culture-relevant assets, full-spectrum creator support, and a multi-million-dollar win that expanded agency presence into Europe while delivering a scalable content engine across three H&M Group brands.

“Work. Stay. Play.” B2B Social Blueprint | Senior Strategist & Mentor
To help Hotel Engine break into the creator space and drive real B2B sign-ups, I co-led a full-funnel strategy targeting SMB owners and travel decision-makers. Mentoring a junior strategist, we developed the winning pitch for a 6-figure pilot—pairing mega reach with niche storytelling, supported by allow-listed paid and custom B2B audiences. The program earned immediate C-suite buy-in, delivered standout performance, and secured a Webby Award nomination.