I build narratives that move people —
from beauty campaigns to climate justice.
Fifteen years across commercial creative, global brand campaigns, and mission-driven advocacy have taught me one thing: the most powerful stories emerge from the people most impacted — whether that's a consumer, a community, or a movement. I bring the full spectrum of creative and strategic craft to every room I'm in.
"The best narratives don't just reach audiences — they change what people believe is possible."
"Authoritative without being cold. Urgent without being alarmist. Joyful without being naive. Rooted in community without being insular."
My work begins with a simple premise: the best stories are already happening. Whether it's a beauty brand with a genuine mission, a community fighting for environmental justice, or a civic campaign trying to shift public understanding — the job of a narrative strategist is not to invent stories. It's to build the architecture that lets the right ones travel.
Over 15 years, I've built that architecture across commercial creative, global brand campaigns, and mission-driven advocacy. I've shaped visual culture for beauty, packaging, entertainment, gaming, music, and art. I've run nonprofit and civic campaigns for women's shelters, transit authorities, and community organizations. And I've led the teams and built the systems that make it all sustainable at scale.
The through line is simple: I understand how stories travel — through media ecosystems, cultural moments, and the quiet power of the right voice at the right moment. That's the craft. And it's the work I'm here to do.
From frontline communities to global consumers — the most durable narratives emerge from lived experience, not top-down messaging frameworks.
Science, policy, data, and product value only travel when they feel. I translate complexity into humanity — without losing rigor or accountability.
No hedging, no jargon. Clear ideas, sharp language, and the courage to say what the work is actually about — whether the audience is a consumer or a community.
Rare fluency across both worlds — from $8M beauty launches to women's shelter campaigns. The skills transfer. The values stay consistent.
Designing multi-year narrative architectures that build influence beyond individual campaigns — for brands, organizations, and movements. I build frames that make complex ideas legible, urgent, and action-oriented.
A decade+ directing visual media, video campaigns, motion graphics, packaging, and AR activations across global platforms — giving me rare fluency in how images and stories work together to create meaning and drive behavior.
End-to-end leadership from creative brief through distribution strategy, partner activation, and performance measurement. I design with a clear theory of how stories spread — across platforms, media ecosystems, and cultural moments.
Deep experience translating community-centered missions into public campaigns — from women's shelters and transit authorities to environmental justice foundations. Strategic, culturally accountable, and built to last beyond the campaign cycle.
Clarifying and evolving messaging systems, brand voice, editorial standards, and public positioning — ensuring a mission or brand lands clearly and consistently across every touchpoint, from packaging to platform to press.
Building high-profile relationships across media, entertainment, brands, creators, and influencers — with a practitioner's understanding of how culture is made and how narratives cross sectors to reach new audiences.
Fluency across digital ecosystems, social platforms, and influencer landscapes — including TikTok, Instagram, and AR activations — with a clear-eyed view of how ideas actually travel in today's fragmented media environment.
Earned media strategy, brand visibility, spokesperson development, and proactive relationship-building across commercial and mission-driven contexts. Led campaigns reaching 1.6M+ cross-platform views with sustained engagement.
Trust-based, hands-on management of global teams (50+ across 5 countries), agency relationships, and consultant networks — with clear expectations, accountability structures, and genuine care for the people doing the work.
Leading narrative strategy and communications for a philanthropy at the intersection of environmental justice, public health, and community advocacy. Turning science and policy into stories that emerge from — and return power to — the communities living the stakes.
Recruited to lead creative strategy and brand storytelling for an agency serving civic, nonprofit, and social impact clients across Los Angeles. Brought commercial creative fluency to mission-driven briefs — running campaigns for organizations doing essential work in the community, from domestic violence shelters to public transit authorities to women's health networks.
Led global narrative campaigns for Fortune 500 clients across pharmaceutical, automotive, and technology sectors. Managed a distributed creative team of 50+ across five countries — building the operational and creative infrastructure for campaigns at genuine global scale.
Directed multimedia content and creative strategy for a mission-driven clean beauty brand — where product storytelling and values-based advocacy had to work together seamlessly. The rare commercial context where brand narrative and legislative advocacy were genuinely aligned, and where the creative had to do both at once.
Directed global creative for a major Estée Lauder brand — overseeing packaging direction, campaign visuals, and social content across international markets. Led full-funnel campaigns with cross-platform reach and creative consistency across diverse global audiences and retail environments.
Shaped narrative strategy for Netflix Originals across 20+ global markets — including Mindhunter and GLOW. Applied data insights and A/B testing to optimize creative performance across languages, platforms, and cultural contexts. This is what "how narratives travel" looks like at genuine scale.
A decade+ building foundational fluency in how stories are made, distributed, and received across formats, audiences, and platforms — from motion graphics to branded entertainment to live AR activations. 500+ productions across entertainment, gaming, music video, and art. The craft beneath everything else.
The thread through everything I've built — from beauty campaigns to gaming productions to civic nonprofit work — is a belief that stories are infrastructure. They determine what feels possible. Who gets to be the hero. What solutions look real. What communities are worth caring about.
The commercial work taught me craft: how to move fast, stay sharp, build for scale, and keep audiences genuinely engaged across every format and platform. The mission-driven work taught me stakes: how to center the people most impacted, build trust across communities, and create narratives that don't just perform — they shift culture.
I'm now focused on bringing both of those things fully together — commercial-grade creative in service of social change. Organizations building at the intersection of equity, community, and systems change are where my full range creates the most distinctive value. I'm drawn especially to climate, environmental justice, health equity, and civic power — the places where narrative and culture are genuinely on the line.
I'm ready to be the creative and strategic leader who builds a narrative engine that's both influential and iconic — while staying deeply accountable to the communities at the center.
I don't amplify from above — I build narrative structures that emerge from and return power to frontline communities. Demonstrated at SLF, Lee Andrews Group, and across civic campaigns.
Netflix (20+ markets), global Omnicom campaigns, TikTok-era advocacy — I've built distribution theory into every campaign I've led, at every scale.
Existing relationships across beauty, entertainment, gaming, music, and brand sectors — ready to be leveraged for narrative reach, cultural partnerships, and authentic storytelling.
I hold the vision and roll up my sleeves. I write, edit, brief, and build alongside my team. Every role I've led has needed both — and I bring both.
I lead with accountability, care, and genuine joy in the work. The 50+ person global teams I've managed, and the communities I've served, have felt that difference.
Center the people most impacted. Their stories, their solutions, their leadership — not as subjects, but as the architects of the narrative itself.
How stories work. Framing, distribution, cultural resonance, and making ideas travel — from grassroots networks to mainstream media cycles to global platforms.
Making the work beautiful, distinctive, and craft-driven — across beauty, packaging, entertainment, gaming, music video, art direction, and brand campaigns.
The connective tissue between campaigns, organizations, and sustained culture change — built on trust, community accountability, and genuine partnership.
Deep fluency in arts, visual media, entertainment, and brand culture — with networks across industries that can activate for storytelling, partnerships, and reach.
Reflecting on what we're building, what's working, and why it matters. Leading with maturity, humility, and the courage to course-correct publicly.
Whether you're building a mission-driven narrative program, need creative and strategic leadership, or want to explore what's possible together — I'd love to talk. Let's find the work worth doing.