Distinguish your brand.
Delight your fans.
A great brand does more than show up—it opens the door and invites you in.
That’s what I aim to create: brand and content experiences that stand out but build community.
Welcome to my project portfolio. Make yourself at home.
RadarFirst
Scaling Brand Impact | B2B | SaaS
The Challenge
RadarFirst, a leader in regulatory risk management software, operates in a niche but rapidly evolving space. With a highly technical audience, long sales cycles, and increasing competition, the company needed a content and brand strategy that could build trust, educate buyers, and drive pipeline—all without losing sight of its core mission: simplifying complexity in moments of crisis.
The Approach
As Senior Manager of Brand & Content, I led the development of a full-funnel content ecosystem designed to meet buyers where they are—from CISO to legal ops. We clarified our brand voice, elevated our narrative, and delivered value across every touchpoint: thought leadership, gated content, SEO-driven web experiences, integrated campaigns, sales enablement, and more.
Working closely with cross-functional teams, I translated complex product capabilities into clear, credible, and compelling stories, implemented an omnichannel content engine, improved performance tracking, and introduced new campaign models tied directly to revenue outcomes. Today, I leverage AI to personalize content marketing experiences at scale.
The Results
The impact has been long-term and measurable: RadarFirst has experienced over 110% year-over-year growth for four consecutive years. Our content consistently outperforms industry benchmarks, fuels demand gen, and helps the brand show up as a leader in privacy innovation—even as the market and regulatory landscape evolve.
Swap Motors
Driving Peer-to-Peer Trust | B2C | Software
The Challenge
Swap Motors, a peer-to-peer car marketplace, needed to build trust fast. With traditional dealerships dominating consumer perception, we had to prove that buying and selling directly with others wasn’t just safe—it was smart.
The Approach
I developed an integrated advertising and social proof campaign that spotlighted real users and authentic success stories. We leaned into transparency and human connection, creating video testimonials, paid social ads, and on-site content that highlighted seamless transactions and happy outcomes.
The creative strategy hinged on a simple idea: let our customers do the talking. We featured user reviews, referral quotes, and behind-the-scenes glimpses into how the platform worked, with messaging that built confidence and nudged conversions.
The Results
The campaign revved a few engines. New user enrollment surged by 315%, with engagement rates and referral signups exceeding benchmarks across channels. By amplifying genuine voices and clear value, we turned skepticism into momentum and helped Swap Motors scale its community.
Domestic Blend
Hometown Vibes, National Spotlight | Music | Live events
The Challenge
When genre-blending indie band Domestic Blend set out on an 18-stop tour across the U.S., they needed more than a van and a setlist—they needed a way to build buzz in new markets. To help sell tickets, I set out to spark engagement and create a cohesive brand experience for new audiences.
The Approach
I led the creative strategy and execution for a full suite of advertising, signage, and social content that met fans wherever they were—physically and digitally. From wheatpaste-inspired show posters to geo-targeted social ads, each city got its own tailored rollout, with localized announcements and geographical nods to connect authentically.
We built a visual identity that captured the band’s soulful, genre-mixing energy, then translated it across touchpoints: teaser videos, pop-up signage, venue collateral, and an always-on social presence that turned followers into fans and fans into promoters.
The Results
Engagement soared. Attendance exceeded expectations in nearly every market, merch sales climbed, and the band gained a steady stream of new fans along the way. The campaign helped transform a grassroots tour into a rolling brand experience—and set the stage for Domestic Blend’s next big chapter.
Evanston Lumber
Every Job Site’s A Billboard | B2C | Construction
The Challenge
Evanston Lumber, a trusted supplier in the Chicago suburbs, wanted to boost visibility and drive demand from local builders and contractors. The problem? While their materials were everywhere, their name wasn’t. In a competitive market full of national chains, they needed a way to build brand recognition—literally.
The Approach
To put Evanston Lumber’s name on the map (and on the streets), I led a campaign that turned every construction project into a piece of advertising. By partnering with Tyvek, we co-branded protective wrap used on building exteriors—transforming functional material into high-visibility signage.
This collaboration turned every house wrapped with Tyvek into a mini billboard for Evanston Lumber. We supported the effort with targeted local ads, contractor incentives, and social posts highlighting in-progress projects, creating a ripple effect of awareness and referrals across neighborhoods.
The Results
The campaign drove a noticeable uptick in inbound inquiries from local builders and homeowners alike. Brand visibility increased dramatically in key zip codes, and contractors saw the partnership as a value-add, leading to more repeat business and long-term loyalty. By meeting the audience right where the work happens, Evanston Lumber became a more visible, memorable part of the local construction landscape.
Hello Fresh
Get Cooking | B2C | Subscriptions
The Challenge
HelloFresh was looking to boost brand visibility and new customer signups in the Chicago metro area—especially among busy professionals juggling work, family, and long commutes. The Chicago Transit Authority (CTA), with its high daily ridership, offered a prime opportunity. The challenge? Cut through the noise and make an impression in a fast-paced, high-traffic environment.
The Approach
I partnered closely with HelloFresh’s creative team to ensure every asset aligned with brand standards while adapting effectively to the transit environment. Together, we developed a bold, commuter-friendly signage campaign that spanned platform posters, in-train panels, and station takeovers.
The messaging leaned into convenience and clarity, speaking directly to Chicago commuters with headlines like “Dinner plans? Already handled.” and “From Red Line to ready-to-eat.” Visually, the designs were optimized for high visibility and quick readability, featuring strong contrast, vibrant food imagery, and a clean, modular layout system. Each piece was tailored to its placement to ensure maximum impact without disrupting the flow of the transit experience.
The Results
The CTA signage campaign contributed to a strong regional lift in HelloFresh brand awareness and new member trial signups. Riders engaged with the campaign across platforms, and the creative was praised internally for capturing the brand’s convenience-first promise in a way that felt both relevant and fun. In a city always on the move, we made HelloFresh feel like a natural part of the commute.
Expertise
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Creative team management
Brand storytelling
Marketing strategy
Content marketing
Video marketing
Mass communication
Copywriting
Marketing execution
Creative writing
Campaign management
Email marketing
Social media
Public speaking
Project management
Vendor management
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Figma
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Adobe Premiere Pro
Google Analytics
HubSpot CRM
HubSpot Marketing Tools
HubSpot Sales Tools
SFDC
Riverside.fm
Wordpress
On24
AirTable
SEMRush
Conductor
MailChimp
Campaign Monitor
MOZ
Trello
Buzzsumo
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Featured Creative | Terminus September Issue 2022
Featured Call-to-action | Terminus September Issue 2022
Guest on The LifeLong Customer Podcast
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HubSpot-Certified Trainer
HubSpot Sales Software
HubSpot Marketing Software
HubSpot Email Marketing
HubSpot Sales + Marketing Alignment
Let’s talk pipeline.
Give your sales team something to sing about with integrated marketing campaigns that distinguish your brand, delight your audience, and most importantly, build pipeline.
