An Introduction.
Part social scientist, part artist, I use creativity to transform human behavior. For the last decade, that’s meant leveraging my ad agency hustle and master’s in social work to build movements.
In my first quarter at Crisis Text Line, I produced a video that received the following comment: “I was searching for a video about how to die cause I was gonna kill myself but I saw the hotline text and call and went to your channel and watched this video and realized I just needed to talk to someone.”
I do this work because I believe that powerful stories in strategic places can change build a better world. Because stories told in the right way, at the right time can meet those in the gravest pain with safety, support, connection, and hope.
The work your team does is curious, brave, inspiring, and a force for good. Let’s build a better world together.
In summary, I’ve:
1. Worked in agencies (BerlinRosen + Leo Burnett) supporting Fortune 500 clients like McDonald’s, Esurance, Marshall’s, and Purina. And, more recently, I’ve been instrumental in building digital campaigns for companies and organizations that are leading the way to advance racial equity.
2. Built digital campaigns that have brought free mental health support to thousands of Frontline Workers, planned events about mental health and tech at the World Economic Forum, and strategized and executed digital activations mobilizing 50,000 volunteers to give their time and money during the holiday season.
3. Produced and distributed a documentary that won film festivals and earned distribution at places like Google, Vimeo, and CitiBank
4. I’m fluent in paid and organic social, WordPress, MailChimp, and Google Analytics. Plus, I’ve used Google Ads, Pardot, Salesforce, Actionable, Streamyard, and more.
5. Earned a spot on Forbes Marketing 30 Under 30 list for my work using media to drive social movements
Still want to know more? Read on for more info about how we can work together.
i make things that move people and drive results
I began my career in advertising. As a producer for Leo Burnett, I was once asked to find a professional sloth to film on a green screen. Instead of responding with, “impossible,” I asked, “when do you need it?”
And, before everyone was “live” all the time, I produced the first-ever branded Facebook livestream. The 45-minute multi-camera show earned over 800,000 organic impressions, earned a nod from Ad Week, and raised money for the Ronald McDonald House. This experience came full circle in my current role at BerlinRosen when just this last week, I produced a LinkedIn live for the Kellogg Foundation’s Expanding Equity program—a first for the decades-old organization.
harnessing creativity for social impact is where I belong
When I was a teen I built a business selling hand-made jewelry to help chronically ill kids go to summer camp. By my senior year of high school, I wrote, directed, and produced a festival-billed play about cyberbullying and used ticket sales to raise money for The Jed Foundation.
These creative experiences for social impact are the foundation of my work today. For me, launching a great campaign is about more than an ad buy and earned media. It’s about telling a great story and placing it where people need to see it most.
powerful stories in strategic places can transform the way we live
I believe we’re better when we work together. I believe in revolutionary solutions to the world’s biggest problems.
And, I don’t just believe it—I do it. After winning the ReelAbilities Film Festival, I began screening my self-produced film and hosting discussions about diversity and inclusion at companies like CitiBank, Google, and Barclays HQ.
i’m a social scientist
A few years into my career as a producer, I decided to return to academia to earn my Master’s in Social Work and Social Entrepreneurship at Columbia University in order to orient my creative work squarely in social impact.
While earning my master’s, I focused my work on researching and building a theory that used digital media as a tool for community organizing and behavior change.
I’ve been busy building an empathetic world where nobody feels alone
As the Brand Director at Crisis Text Line, I imagined what it would be like to live in a world where everyone had access to free, 24/7 mental health support at their fingertips. Then, I built campaigns that promote mental wellbeing for people wherever they are.
In practice, this means I’ve:
1. Led paid strategy for a campaign that provided thousands of frontline workers with free mental health support at the height of the pandemic.
2. Spearheaded a brand transformation that brought empathy to the world during the election.
3. Launched a back-to-school initiative to reach anxious teachers, parents, and students with free mental health support that earned placement in NPR, Newsweek, and brought mental health support to over 300 schools across the country.
4. Led and managed a team through a brand transformation that redefined the Crisis Text Line voice and brought racial equity to the center of our communications strategy
5. Served as direct liaison to executive team for all crisis communications, ensuring our resource was available and accessible in years with an onslaught of pain, trauma and suffering across the country.
6. Acted as marketing lead to steward and collaborate with corporate partners like Nike, Google, TikTok, and Harry’s