Work that moved the needle
Good branded content follows culture. But great branded content becomes a part of it. For more than 10 years, I’ve led creative strategy for some of the most recognizable brands in the country, first inside media companies and now alongside those brands directly.
CURRENTLY
Nutrafol
Fractional Creative Director
Nutrafol brought me in to sharpen how the brand sounds and shows up across social and content. I built the tone-of-voice and social strategy, defined a new audience segment for both women’s and men’s business, and wrote a full copy style guide.
Day to day, I brief and review the work coming from internal teams and agency partners across copy, content, video, and design.
tone of voice • audience strategy • copy style guide • campaign concepting • creative direction
Select brand work
Senior Creative Lead, Betches Media
First Response
via Betches Media
Most pregnancy test brands focus on hoping for a positive. I built a campaign around a different truth: sometimes a negative is a relief. It ran on two tracks at once: a Gen Z vodcast and IRL slumber party for Blabbermouths, and a third season of Baby Steps for Millennial women navigating fertility.
27.1M
+24 pts
brand favorability
impressions, 105% to goal
+26 pts
purchase consideration
#1
vs. competitors, lower funnel
Uber Eats
via Betches Media
A viral holiday campaign starring the Jonas Brothers, Megan Thee Stallion, Tracee Ellis Ross, and Jake Shane to promote their delivery options. I wrote the scripts and oversaw execution from brief to delivery. The talent was the strategy. We tapped into different cultural moments and gifting categories to promote the platform under one creative vision.
41M+
impressions
61%
above goal
Dunkin’
via Betches Media
A year-long tentpole partnership supporting launches and LTOs, including the iced coffee mitten I first pitched on my edit test three years before it went viral. A Cereal N’ Milk launch video starring Brandy and Monica reached 1.3M people.
90%
of exposed audiences ordered
+32 pts
brand lift
2M
video views
6x
Instagram follower growth, first 24 hrs
Sol de Janeiro
via Betches Media
For the launch of Sol de Janeiro's Rosa Charmosa franchise, I positioned the product as a mood and identity shift, not a skincare step, using Betches' most resonant hooks: everything-shower resets, single-girl confidence, and self-prioritization. The "single and thrilled about it" carousel became the breakout moment, driving saves (the beauty metric that signals real purchase consideration) at 10.6x benchmark.
7.8M
impressions, 26% above goal
145K+
engagements
And she writes!
Before brand work, I was a journalist. These days I write Sunday Sauce, a Substack about the Italian-American experience, food, femininity, and modern womanhood, read by 3,000+ subscribers.
BYLINES
The Cut
The Washington Post
Real Simple
Elle
An Ounce of Precision (print, October 2019)
Refinery29