Strategy

Great marketing isn't about shouting louder, it's about understanding people well enough to say the right thing at the right moment. My approach treats every campaign as a relationship: start with the audience's real behavior and motivations, not assumptions, then build a strategy that connects business goals to genuine cultural relevance. Data tells me what's working and where the opportunity is, but creative is what makes people stop, feel something, and act — the two have to move together, not in sequence. I measure success by outcomes that matter to the brand, whether that's engagement, reach, or conversion, and I stay close to the numbers throughout a campaign so strategy can adapt in real time rather than waiting for a post-mortem. Ultimately, I believe the strongest campaigns are built on trust: trust with the audience, earned through authenticity, and trust with stakeholders, earned by tying every creative decision back to a clear strategic reason.

Brand Campaigns

Naughty Patty's

Influencer Strategy

Influencer marketing has evolved well beyond celebrity endorsements into a genuine ecosystem of creators who build trust and drive purchase decisions within their communities. My approach to running these campaigns starts with finding the right fit, not just the right follower count, since the type of influencer you partner with shapes the reach, engagement, and ROI you actually get. From there, I manage the full campaign lifecycle: building itineraries, coordinating logistics, reviewing content for approvals, and staying involved in creative direction so every deliverable stays true to the brand while still sounding like the influencer's own voice. The campaigns that fall short are usually the ones with vague goals, unclear briefs, or a focus on vanity metrics over real engagement, so I make sure expectations and direction are clear from the first conversation through final delivery. Done well, influencer content shouldn't feel like an ad. It should feel like a recommendation from someone the audience already trusts, which is what actually moves people to act.