My Works

The racing world has long been a stage for thrilling competition and speed, but it has not always reflected the diversity of the communities that support it. The Afties, a new event at the Derby, changes that by shining a spotlight on minorities in racing, including women, African Americans, Asians, Hispanics, and others. Leading a team to provide real-time, on-the-ground coverage of this event gave me a unique opportunity to craft a social media strategy that not only celebr

Jake from State Farm has long been a recognizable figure in insurance advertising, known for his approachable personality and memorable catchphrases. Yet, keeping such a character fresh and relevant in today’s fast-moving digital world requires more than just repetition of old ideas. I had the opportunity to lead the revitalization of Jake’s persona by focusing on social media strategy, content direction, and creative team management. This post shares how a thoughtful, tactfu

The collaboration between Lexus and Parkwood Entertainment during Beyonce's Renaissance World Tour created a unique platform to connect with diverse audiences through influencer partnerships. This campaign combined Lexus's brand values with the cultural influence of Beyonce and her mother, Tina Knowles, who is known for sharing exclusive insights about Beyonce. The strategy focused on authentic storytelling by engaging creators from LGBTQ, African American, and Hispanic commu