Microsoft
E&E Marketing Experiences
For seven years, I helped shape how one of the world’s most technically sophisticated brands communicates with the public.
Working across Developer, Cloud, and AI product lines, my role was to translate technical breakthroughs into human stories—connecting innovation with audiences from global developer communities to enterprise leaders and everyday tech users.
Pachama
See Carbon in Action
I partnered with Pachama during a brand refresh to sharpen how the company articulates its mission in the evolving space.
The goal was to move beyond category language and establish a distinctive editorial voice—one strong enough to support credible thought leadership with investors, enterprise partners, and the broader sustainability community.
Ohio State University
Own Your Story
A research-driven recruitment campaign designed for a post-pandemic shift in student expectations: prospective students were asking tougher questions about the value of a university education.
“Own Your Story” responded directly—appealing to students’ sense of agency rather than relying on signals of institutional prestige.
Shibui Whisky
Cause a Stir
I helped Shibui navigate an inflection point: a heritage whisky with real craft credibility that had yet to find its full audience.
The work centered on reframing the brand story—honoring Shibui’s Japanese whisky heritage and philosophy of distillation while shaping a voice that could resonate with a new generation of discerning drinkers without losing longtime loyalists.
The Restoration Hotel
See Us in a New Light
The Restoration Hotel positions itself as more than a destination—it’s a love letter to Charleston and the American South.
“See Us in a New Light” was a cross-channel campaign designed to bring that idea to life, moving beyond traditional hospitality marketing to highlight the culture, community, and creative energy that define the region.
Absolut
Nothing to Hide
A full marketing takeover of Midtown Miami for one of the world's most iconic spirits brands — built around Absolut's core brand truth: nothing artificial, nothing hidden, nothing to be ashamed of.
The campaign translated that transparency into a bold, city-scale experience that met people where they were — on the street, at eye level, impossible to ignore.
Roche
A Tale of Light and Shadow
Supporting Roche's partnership with The Economist to elevate the conversation around cancer treatment access and innovation in Latin America — a region where the gap between what's medically possible and what's widely available remains stark.
Writing that had to operate at the intersection of scientific credibility, journalistic integrity, and brand voice — authoritative without being clinical, and human without being sentimental.
American Express
Unlock New Experiences
This targeted upgrade campaign aimed to move existing Amex cardholders into higher-tier products—a critical driver of revenue in financial services marketing.
Success required messaging that felt like an invitation rather than a pitch, connecting with cardholders’ aspirations and sense of identity, not just product benefits.
Tiffany & Co.
Art of the Sea
The launch of Tiffany’s Art of the Sea collection highlighted the brand’s deep connection to the ocean and the natural world, showcasing some of its most intricate craftsmanship.
Success in luxury launches depends on editorial placement and visual storytelling. This work required translating both the collection’s beauty and its significance into compelling narratives.
