I help organizations perform when it matters most — and design the systems that allow them to sustain momentum long after the moment passes.
Across automotive, sports, entertainment, technology, education, and culture, I’ve built growth engines, strengthened community trust, modernized marketing and data infrastructure, and led teams capable of performing at scale.
My work sits at the intersection of organizational readiness and cultural legitimacy. I focus on aligning how organizations operate internally with how they earn relevance, trust, and permission externally.
I design marketing operating systems that turn insight into decision advantage, creativity into durable growth, and culture into a source of long-term organizational strength, not just short-term attention.
This portfolio reflects that work: moments of performance, systems of scale, and the leadership decisions that make both possible.
NBA All-Star Weekend | Lightning In A Bottle
As Head of Digital Media and Social Marketing for Kia Motors America, I led the digital and social amplification strategy behind one of the most iconic intersections of sport and culture — Blake Griffin’s dunk over the Kia Optima during the NBA All-Star Slam Dunk Contest.
What made the moment uniquely complex was that the outcome was uncertain. While a preliminary setup confirmed the dunk was physically possible, the decision to attempt it live rested entirely with Blake, meaning there was no guarantee the moment would actually happen.
That uncertainty required readiness. When confirmation came moments before execution, I orchestrated our social team, partners, and influencers in real time enabling Kia to capture, amplify, and own the moment as it unfolded. The result wasn’t just virality, but a case study in how preparation, judgment, and systems allow brands to convert cultural risk into outsized impact.
100%
KPI Success
This innovative moment over delivered for the Kia brand against every KPI imaginable, blowing the doors off brand, performance, shopping and business metrics.
Shopping Gains
We saw sustained brand lift in shopping activity quarter over quarter across key in-market automotive sites, signaling strong downstream interest and intent.
The Kia Soul Hamsters…
weren’t just ads — they redefined how an automotive brand could compete culturally and commercially.
As Kia’s digital lead, I shaped the media, social, influencer, and content strategy that transformed cultural playfulness into a sustained growth engine. The work helped shift brand perception, accelerate demand, and establish Kia as a culturally fluent challenger brand in a highly competitive category.
More importantly, it demonstrated how culturally resonant ideas, when supported by the right media systems and distribution strategy, can move markets not just metrics.
Market Impact:
Helped drive the Soul’s share from 0% to 90% in six years, redefining what effective marketing communication could achieve in automotive.
Record-Setting Reach:
Oversaw content that hit 85M+ organic YouTube views, making it one of the most-watched ads in history.
Additionally, an iconic music video drove nearly 300 million views to date, delivering unprecedented reach along with further connecting brand with culture to deliver breakthrough visibility at scale.
Additionally, an iconic music video drove nearly 300 million views to date, delivering unprecedented reach along with further connecting brand with culture to deliver breakthrough visibility at scale.
Massive Engagement:
Created one of YouTube’s most successful brand competitions (The Soul Shuffle Slam), sparking massive community participation.
Outcome: The Hamsters stood out by being unapologetically different…just like the car, and became a case study in how client and agency collaboration along with digital leadership can turn cultural relevance into category dominance.
World of Dance | Brainstorm Session
I led a strategic working session with executive, creative, and production leadership for World of Dance, aligning vision, creative direction, and execution across disciplines.
The session focused on translating cultural relevance and audience insight into clear revenue opportunities and testable growth hypotheses ensuring creative decisions were tied to performance, learnings, and scalability across platforms.
This kind of cross-functional orchestration is where my work has the most impact: creating clarity under complexity, aligning teams around shared commercial and creative outcomes, and enabling innovation that can be tested, measured, and scaled without compromising creative integrity.
US Open | Innovation
Head of Digital Innovation
As a Digital Innovation Consultant at LimeGreen-Moroch, I led the development of a fully integrated multicultural marketing strategy to enhance the U.S. Open experience along with the USTA for diverse audiences. By combining cultural insights with digital engagement, we reimagined how the tournament could connect with new communities, making it more inclusive, resonant, and reflective of the fans shaping the future of the sport.
Walmart Unlimited 3D Metaverse Shoppable Game
At Contender Labs, I helped shape an immersive world where commerce met culture and story became play. Partnering with Martian Blueberry, Pigiama Kasama, Spatial.io, and Walmart Innovation, we built a branded universe that blended narrative depth, cultural resonance, and game design into a seamless experience.
What started as an experiment in “shopable storytelling” became a solid business case: 1.5 million plays, 37-minute average sessions, and 75,000 plays in the first week, and SALES proof that when culture leads, engagement and commerce follows.
DC Entertainment "We Can Be Heroes"
Kia Partnership
A powerful fusion of creativity and cause: this rare collaboration harnessed original artwork by Jim Lee (Co-Publisher, DC Entertainment) on custom-designed vehicles, each auctioned to raise funds for hunger relief in the Horn of Africa.
Born from the spirit of the Justice League, the campaign We Can Be Heroes turned fandom into real-world impact, proving that even fictional heroes can inspire real change.
Fox Digital Studios
Architecting the Future of Brand-Built Streaming Entertainment
As the brand partner lead, I collaborated with Fox Digital Studios to bring The Wolfpack of Reseda to life: one of the earliest studio-produced digital series created for streaming audiences. Built entirely from the brand’s DNA, the project redefined how a brand could live within entertainment, not as placement or sponsorship, but as the creative heartbeat shaping its characters, tone, and world from inception.
Over the course of a year, I partnered directly with Fox’s studio executives, producers, and creative teams through all phases of development and production, from narrative architecture and character design to production design, prop direction, and brand narrative alignment. My role centered on ensuring every creative choice authentically reflected the brand’s identity while maintaining cinematic depth and cultural resonance.
The Wolfpack of Reseda premiered through Fox Digital Studios’ partnership channels and later extended its reach to Netflix, generating over 54 million media impressions and more than 60,000 hours of viewing time. The 80-minute series became one of the earliest brand-built originals to live within premium streaming ecosystems, a pioneering model for entertainment-led marketing that continues to inform how studios and brands collaborate today.
During my time as Director of Marketing for Rocket XL, my team collaborated with Ogilvy and Unilever to help advance one of the most meaningful cultural marketing initiatives in modern brand history Dove’s Real Beauty & Self-Esteem Report.
Our collective goal was simple but powerful: Help more women feel beautiful every day…online, in community, and within themselves.
The team developed and executed a strategic influencer framework that grounded Dove’s Self-Esteem Report and "The Women Behind the Women"short film in authentic, everyday conversations, translating digital storytelling into tangible cultural and community influence.
The work resonated in all the right places. Hundreds of creators across English and Spanish markets helped Dove show up authentically in people’s feeds, with most of their posts guiding audiences straight to Dove's website. The conversations went deep too: more than 80 heartfelt, honest dialogues around real beauty and self-esteem. Overall, the work drove millions of impressions and over two million site engagements, and even brought more than a quarter of past Real Beauty advocates back into the mix.
By aligning our strategic team at Rocket XL with Ogilvy’s creative vision and Unilever’s purpose-driven leadership, we helped Dove turn purpose into participation, proving that when authenticity meets collaboration, a campaign can truly become a movement.
Our collective goal was simple but powerful: Help more women feel beautiful every day…online, in community, and within themselves.
The team developed and executed a strategic influencer framework that grounded Dove’s Self-Esteem Report and "The Women Behind the Women"short film in authentic, everyday conversations, translating digital storytelling into tangible cultural and community influence.
The work resonated in all the right places. Hundreds of creators across English and Spanish markets helped Dove show up authentically in people’s feeds, with most of their posts guiding audiences straight to Dove's website. The conversations went deep too: more than 80 heartfelt, honest dialogues around real beauty and self-esteem. Overall, the work drove millions of impressions and over two million site engagements, and even brought more than a quarter of past Real Beauty advocates back into the mix.
By aligning our strategic team at Rocket XL with Ogilvy’s creative vision and Unilever’s purpose-driven leadership, we helped Dove turn purpose into participation, proving that when authenticity meets collaboration, a campaign can truly become a movement.
Led my team in bringing to life the Battles Won Challenge—an immersive, high-impact brand experience that translated the Marine Corps’ core values into something tangible, physical, and unforgettable. This wasn’t just an event, it was a visceral showcase of the indomitable fighting spirit required of every Marine.
We designed and executed a fully mobile, 53-foot challenge course complete with rope climbs, cargo nets, and mental agility tests—each element crafted to reflect the endurance, discipline, and grit demanded by the Corps.
Through interactive learning, healthy competition, and youth-focused content across YouTube and social platforms, we reinforced the Corps’ mission: to make Marines, win battles, and develop quality citizens. This program stood as a modern embodiment of that mission: grounded in purpose, executed with precision, and built to inspire.
Racing Revolution | Building a Brand Born for Speed
As North America Brand Advertising Manager at Chevron, I co-led the creation and launch of Havoline Racing Revolution: a synthetic motor oil for the emerging tuner enthusiast market. I named the product line, capturing the rush of performance and Havoline’s engineering DNA. We partnered with McLean Design, known for the Monster Energy logo, to craft the brand's bold "R" identity, symbolizing speed and street performance.
The "R" Identity
Product Packaging
Performance Vehicle
Brand & Product Innovation
From volume forecasting to R&D and production, we ensured the product story was backed by real-world performance.
Market Sell-In Strategy
Collaborated on developing distribution network to encompass speed shops and niche retailers, positioning Racing Revolution as a premium product for performance enthusiasts.
Go-to-Market Execution
Directed launch planning, creative development, and retail activation, aligning brand messaging, advertising, and packaging for tuner culture sensibilities.
Cultural Activation
Extended the brand beyond the shelf with a custom twin-turbo Infiniti G35, touring the country and featured on Import Tuner Magazine.
The launch exceeded its volume forecasts and established a new benchmark for how Havoline could bridge engineering performance with cultural relevance. Insights and brand elements from Racing Revolution were later rolled back into the base Havoline line to strengthen its design system and product hierarchy for scaled distribution.
For me, Racing Revolution was both a creative and commercial turning point, proof that when product innovation, cultural intuition, and go-to-market precision move together, a brand doesn’t just launch. It ignites.
Brand Partnership Activations
TV Integration
Worked with TV networks, streaming & agency partners on show brand integrations across multiple seasons.
Digital & Social
Created engaging digital and social media activations to extend the brand experience.
Experiential
Developed immersive experiential brand activations for fans of The Voice and MTV's VMA awards.
Results: Significant Brand Awareness, Lift in Brand Consideration
HBCU Campus Improvements
As the VP General Manager & Group Account Director overseeing the Atlanta office and client roster, I led a dedicated team to continue the impactful legacy of The Home Depot Retool Your School program—committed to supporting HBCUs through campus improvement grants. The program has awarded millions in funding, with nearly 90% participation across all HBCUs, generated hundreds of millions of community votes through social media, and contributed thousands of hours of hands-on campus revitalization. A true blend of cultural pride and purpose-driven investment, this initiative continues to uplift and empower the next generation of leaders and innovators.
VidCon | An Original Corporate Partner
As Digital & Social Media Manager at Kia Motors America, I helped drive our Cultural Youth Strategy forward by leveraging the emerging influence of VidCon at a time when the creator economy was just taking shape.
As one of the original corporate partners, we leaned into early testing and experimentation…recognizing the platform’s unique power to shape perception of our future consumers.
The result: a measurable lift in brand perception and a deeper, more authentic connection with the next generation of drivers.
Product Launches, GTM Strategy, & Deployment
Smirnoff
To help Smirnoff Vodka boost case volume and elevate brand perception with its target audience, the team launched Master of the Mix: a DJ-focused reality competition series blending music culture with brand storytelling. I was engaged by Shared Vision to lead the digital strategy for the inaugural season, shaping the platform approach, integration mechanisms, and experience flow that connected the show across digital touchpoints and retail. The result: a meaningful lift in sales volume and deeper engagement with the brand’s core audience.
Sprite Remix
Early in my career at Momentum Worldwide, I had the opportunity to contribute to the launch of Sprite Remix: the first-ever line extension of the core Sprite brand. Our work uncovered key consumer insights that not only shaped the Remix rollout but also influenced long-term packaging strategy, insights that still echo today, including the shift toward clear bottles now seen across select Sprite offerings over two decades later.
POWERade
Collaborated with the Powerade Brand Team on a high-impact brand integration that featured a major film partnership, special edition packaging, custom point-of-sale materials, and interactive retail sales kits. This multifaceted campaign drove a significant lift in case volume and delivered incremental sales growth over the previous cycle, proving the power of culturally aligned storytelling and retail execution.
Product Launches, GTM Strategy, & Deployment
Full Throttle
During my time as Account Director at CHWA, I led a high-performing team that secured new business from the Full Throttle brand and negotiated a key cultural partnership with Big Boi of OutKast to amplify the launch experience. The campaign delivered measurable impact: driving improvements in targeted brand metrics, boosting incremental case volume sales, and earning expanded shelf space at retail.
Opps Place
Partnered with agency teams to help OppsPlace (an RLJ Companies initiative) launch a new multicultural jobs platform aimed at closing opportunity gaps. In my role leading Digital Creative and Production, I was tasked with the development of digital advertising concepts that brought the platform’s mission to life, shaping an experience rooted in empowerment, accessibility, and inclusion.
Disney | Guiding Authenticity for a Defining Cultural Moment
Provided cultural strategic guidance across studio, marketing, and visual elements for Disney’s first-ever film featuring a Black princess. It was an honor to support such a landmark cultural release, ensuring the storytelling and representation reflected authenticity, care, and cultural depth for this historic moment in the Disney legacy.
Cosmic Park | Cultural Design Lab
Cosmic Park is my next-gen cultural design lab: a creative playground where design, AI, technology, and storytelling collide to imagine what’s next for brands, communities, and the culture that connects them.
Through the lens of streetwear, sneakers, music, sports, gaming, and entertainment, I trace the pulse of how creativity and technology intertwine… how identity becomes design, and connection becomes culture.
Cosmic Park isn’t just a project; it’s a rhythm I move to, a mindset I live in, and a world that keeps evolving with me.
Cosmic Park isn’t just a project; it’s a rhythm I move to, a mindset I live in, and a world that keeps evolving with me.
It’s where curiosity has no ceiling. Where experiments turn into playbooks. Where future-facing ideas move from concept to culture at the speed of imagination.
Every test, every sketch, every sound reminds me that innovation isn’t only about what’s next, it’s about what endures. My goal isn’t to chase the moment, but to design for it and to engineer ideas that drive relevance today and value for years to come.
That’s the spirit of Cosmic Park: creative vision grounded in business momentum: built for today’s pulse, shaped for tomorrow’s growth.
