Global Marketing Creative Direction, Development, & Strategy for Vogue's Entertainment IP

From leading the creative marketing development and the consumer marketing strategy of digital video series and podcasts to interactive, shoppable runway shows, and yes, even the Met Gala livestream, you can say Vogue has kept me busy! But I’d be nowhere without the incredibly talented—and determinedly resilient—team I’ve built these past few years.

Notable result: The last three Met Gala livestreams were the highest-trafficked to date; notably, 2022 garnered an 86% increase in viewership over 2021, and 2021 saw a 200% increase in viewership over the previous livestream in 2019.

Branding & Marketing Creative Direction, Development, & Strategy for Vanity Fair's Entertainment IP

Leading the creative promotion, consumer strategy, and branding of Vanity Fair's entertainment IP is a highlight of my career (hello, Vanity Fair Oscar Party!). But what topped it all off was leading the creative direction and development of Vanity Fair’s official moving logo, as seen in the end credits of Hillsong on Hulu and soon to be seen in the end credits of Breath of Fire on Max—as well as its usage across all other A/V platforms.

Notable result: The last two Vanity Fair Oscar Party livestreams were the highest-trafficked to date; notably, 2022 saw a 6,567% increase in viewership over the previous livestream in 2019.

Creative Direction & Development of 360 Marketing & Brand Creative, including National Campaigns, Performance Marketing, & Partnership Campaigns

In overseeing a team of ten super creative super-humans, I led the conception and development of creative work, from branding projects to 360 marketing creative and campaigns, including multi-million-dollar national campaigns, partnership marketing campaigns, and more targeted performance marketing. During my time here, because of the dedication of every single HelloFresh employee (and lots—no, lots—of coffee), I am (more than) thrilled to say that HelloFresh had become the #1 meal kit in America.

Creative Development of National Omnichannel Campaigns

Reckitt Benckiser tasked us to create an overarching campaign for their new Airborne product, Airborne Plus Beta Immune Booster. The challenge? Consumers were already using immune support that worked for them. We had to make our target audience re-evaluate their current option by thinking bigger picture. I scripted and led the creative development of this campaign across TV, digital, and out-of-home, encouraging consumers to keep doing the things they love—the things they were “borne to do”—with Airborne's new immune-boosting ingredient. 

Creative Direction of Official Film & TV Logo and Entertainment IP Marketing

Working in partnership with the New Yorker Editorial Creative Director, we evolved the traditional moving logo to a modern-day Film & TV logo. Adding a bit of gravitas and flare, we created a logo fit for the big screen without compromising the integrity of the brand. One of the places you’ll find this logo is in the opening credits of Netflix’s Spiderhead starring Chris Hemsworth and Miles Teller. I also led the co-branded marketing effort of this film in partnership with Netflix (which debuted at #1), as well as the creative campaigns for several New Yorker Academy Award-contending films.

Brand Positioning & Creative Direction for GQ Sports' Go-To-Market Launch

I was responsible for leading the go-to-market strategy and creative marketing conception and development of GQ’s new sub-brand GQ Sports, positioning the brand as the go-to destination for off-the-field action and access. The perfect time to launch? Winter Sports season, of course.

Brand Identity Development

Meet EveryPlate, HelloFresh’s sister brand.

But why tell you about it here, when you can check it out there → 

Marketing & Branding Creative Direction & Development for Bon Appétit's Entertainment IP

Leading the creative marketing and series branding for some of Bon Appétit’s new hit digital video series has been super fun. And thanks to the wine on set of some of these shows (among other reasons, of course), the talent shared in the joy.

Creative Direction of Official Animated Logo & Entertainment IP Branding

Hot off the press: WIRED's official moving logo! Working closely with Editors-in-Chief, Condé Nast Entertainment’s Leadership, Editorial stakeholders, and of course, the talented Deva Studios, I led the creative direction and development of this asset, as well as for other animated logos across the Condé Nast portfolio.

I also led the branding and promotion of entertainment IP across the Condé Nast brands, including priority podcasts, and my favorite—deliciously irreverent—podcast (for which all deliverables were approved to go to market), got killed right before launch. This is the only work in my portfolio that never saw the light of day, but I just love it too much to not include. PS. Yes, that’s a real, scannable QR code embedded in the logo and would have worked across platforms. For examples of podcasts that went live, see Vanity Fair and Vogue.