Services
I've spent over a decade living at the intersection of editorial instinct and brand strategy — leading full-funnel campaigns for Dunkin', Pepsi, Uber Eats, Netflix, and more, and architecting the branded content operation at one of digital media's fastest-growing companies.
MDR Creative offers fractional creative leadership and strategic consulting for brands who want to say something smarter, and media companies who want to build something bigger. I come in at the leadership level, work alongside your team, and leave you with something that runs. Here's what that looks like.
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For media companies, publishers, and platforms ready to build or scale a branded content business from the ground up. As a fractional creative executive, I embed at the leadership level — architecting the strategy, building the team, establishing revenue models, and creating the workflows that make it all run. This is the work that happens before you hire your VP. (Or instead of one.)
What this looks like:
Studio strategy and revenue model development
Team structure, hiring frameworks, and onboarding
Client development process and pitch infrastructure
Editorial and brand integration standards
Workflow and project management systems
Ongoing fractional leadership and oversight
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Strategic counsel for brands navigating a campaign, a launch, a reposition, or a content overhaul. I help you figure out what to say, where to say it, and how to make it land.
What this looks like:
Campaign brief development and ideation
Channel and audience prioritization
Content recommendations and strategic roadmaps
Deck positioning and narrative development
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Your brand has a point of view — I help you find it, sharpen it, and make it consistent everywhere it shows up.
What this looks like:
Brand voice assessment and definition
Messaging guidelines and cross-platform style guides
Positioning strategies for launches and repositions
Whitespace identification
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For media brands and content teams who want to think more strategically about what they publish, for whom, and why.
What this looks like:
Content ecosystem analysis
Editorial calendar strategy
Content mix and format recommendations
Audience development and optimization
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When the strategy is set and it's time to write — I do that too. Sharp, voice-driven copy that hooks audiences and converts.
What this looks like:
Website and landing page copy
Newsletters and email sequences
Social media and campaign copy
E-commerce and product copy
Sales materials and decks
Ready to build something?
Whether you’re a brand looking for a strategic partner or a company ready to build a content studio, I’d love to hear what you’re working on.
Work that moved the needle:
Dunkin
via Betches Media
Led creative strategy on a year-long tentpole partnership supporting product launches and LTOs. Concepted the iced coffee mitten — a winter activation idea I originally pitched on my edit test three years prior — which went viral and earned local news pickup across the country. The campaign's crown jewel: a branded video featuring Brandy and Monica that reached 1.3M people and drove a 6x lift in Dunkin's average daily Instagram followers in its first 36 hours. 90% of audiences exposed to Betches content during the campaign went on to order from Dunkin'. Brand favorability rose 32 points.
2M+ Video Views • 1.3M people reached • 6x Instagram follower lift • 90% audience conversion
Built out a holiday branded content campaign starring the Jonas Brothers and Megan Thee Stallion — writing the scripts and overseeing creative execution. Delivered 41M+ impressions, 61% above goal, and ranked among the highest-engaged branded videos of the year.
via Betches Media
Uber Eats
41M+ impressions • 61% above goal
Buick
Led Newsette's first-ever special send, built around Buick's electric vehicle launch — concepting and executing the full campaign from brief to delivery. It became the largest partnership deal in company history at the time.
via The Newsette
Select brands I’ve built campaigns for:
From tentpole integrations to year-long partnerships, here’s who I’ve helped tell their story.
