COMMS STRATEGY

The thinking behind how an idea travels, built around real people, not just channels and timelines.

Example deliverables: Comms plans, campaign ecosystems, messaging frameworks, tactical briefs

MARRIOTT BONVOY X VISA X FIFA

The brief: tap into the cultural energy of the World Cup, spotlight Visa's partnership with Marriott Bonvoy, and reinforce their position as "Your Lifelong Travel Partner."

I helped structure the campaign in three phases. First, build anticipation — introduce the partnership, tease the exclusive access Marriott Bonvoy members could unlock through curated Moments and sweepstakes. Second, drive engagement with content and on-property experiences that made fans feel close to the World Cup, wherever they actually were. Third, sustain the momentum with recap and retargeted content that kept Marriott Bonvoy relevant long after the final whistle.

The output was a Comms Plan that gave the whole campaign a spine, making it clear on what needed to happen, when, and why. The client left knowing the journey held together from awareness all the way through re-engagement.

OPILL

It's rare to work on something that could actually change a category. Opill, the first OTC daily birth control pill in U.S. history, was that kind of brief.

This breakthrough product demanded a comprehensive plan that would ignite awareness, meet women where they are, and create a content ecosystem capable of educating multiple audiences on what Opill is, how it works, and how easy it is to get.

The part I'm most proud of: the clients told us this plan is what helped win them over. The CEO printed it out and he brings it to meetings.

ZEBRA TECHNOLOGIES

You've probably never heard of Zebra but they've probably touched your life more than you realize.

Their technology runs a lot of the world we don't see— scanning packages, printing patient wristbands, keeping shelves stocked at Target and Walmart. The infrastructure nobody thinks about until it breaks.

I came in to help make the case to their CMO: it's time to stop being the best brand nobody's heard of. Here's how a smart awareness campaign could change that.

CIRCLE K

When people need gas or a snack or a bathroom, they go with whatever's closest... and that's the whole problem.

Circle K wanted to be the default option. So we built a 360° campaign around four things: driving repeat visits, showing up at the right moments, breaking through in OOH and digital, and giving people a reason to spend a little more once they're already inside.

I led the Comms Strategy that helped win the business— mapping the customer journey and working closely with creative to make sure every touchpoint actually made sense in context.

NIKE

Nike already knows how to do retail and their Nike Live concept was them going further— a hyper-local store built around neighborhood culture. Local athletes, regional artists, area teams. The store as a reflection of the block it sits on.

I built the retail launch playbook: the touchpoints, the messaging, the tactics each location needed to open strong and feel like it belonged there.

COCA-COLA FREESTYLE

You’ve seen the big red touchscreen machine at fast-food joints and movie theaters...that’s Coca-Cola Freestyle. The problem was that most people didn't really know how to use it, and the businesses that carried it weren't convinced it was worth the floor space.

We ran surveys, focus groups, and in-person observations to find the friction. Then built a Comms Strategy around Choice Moments— making the machine easier and more fun to use, and making it easier for businesses to justify having it.