Good WORK

I believe clear communication is one of the purest forms of care we can offer. After years of distilling complex solutions into simple actions for consumer brands, I want to turn my 15+ years of communication expertise into something greater, restoring hope through Conservation. By connecting people to the projects breathing life back into our forests and fresh waters, I hope to inspire a deeper connection between them and the natural world.

OF THE PAST

Here are a few stories about how I’ve helped bring campaigns centered on hope to life.

Aspen Ski Company - As the climate and the political landscape continued to heat up, Aspen Ski Co. knew they could help their customers take action too. The ‘Give A Flake Campaign’ allowed site visitors to easily send letters to their Senators. My team aimed to make the campaign live longer through organic SEO. We optimized the site assets, created an informative page, and built a robust link network. These efforts continue to grow on the internet and in skier’s hearts.

Resort Collection - Panama City Beach, Florida invested years in rebranding itself as the ultimate family vacation destination— and the success was monumental. However, those efforts were threatened. In October 2018, Hurricane Michael wreaked havoc, leaving behind utter devastation. During this challenging period, I spearheaded the development of a marketing strategy that leaned on the resilient brand they had built and something impervious to Category 5 winds—memories. We initiated a User-Generated Content (UGC) social media campaign that surpassed engagement levels of any previous campaign. The most gratifying aspect was witnessing people return, their memories in tow.

adidas - At the collision of controversies, adidas needed to emotionally connect with its target audience, women runners. I knew that running was already a form of activism for many women, so I pushed the brand to do more. As the digital team lead, I was in charge of making the Brand Campaign come to life in their digital ecosystem. But I also went a little rogue and carved out a large part of my budget to fund continued efforts for the Breaking Barriers project, which focuses on building equity in sports. Upon launch, I watched as employees rejoiced the most, because they needed something to believe in too.

IN THE FUTURE

As a Communicator or Marketer, you’re tasked with mastering a bit of everything - grasping the complexities of each department’s work and the nuances of marketing channels, all while weaving it into a cohesive strategy. For a curious mind like mine, this is where I excel. I find immense satisfaction in refining the small details of time, tasks, and teamwork, while also championing bold, transformative changes. The Communications team is the hub around which everything revolves, and I would be honored to be that for any Conservation work.