Brand & marketing
I’ve worked inside retail and product-driven businesses at pivotal moments of growth–when brand, marketing, and merchandising need to work as one. My role has been to bridge these worlds by translating business priorities into brand narratives, campaigns, and content systems that connect with customers and perform in market.
How I help brands grow
Brand positioning
Clarifying a brand’s role, mission, value proposition, and differentiation using strategic through lines.
Integrated campaigns
Developing and executing campaigns that connect product, storytelling, and channel strategy.
Content & marketing systems
Building scalable content-driven marketing where discovery and conversion happen in one experience.
Cross-functional leadership
Partnering with executive teams to align brand strategy and marketing plans with business priorities.
Evolving a legacy retailer into a trusted brand for modern consumers
buybuy BABY was at a turning point as it shifted from a merchandising-led retailer to a brand built on storytelling and service. The opportunity was to redefine how the brand engaged a new generation of parents—building trust, relevance, and long-term loyalty in an increasingly competitive, content-driven retail landscape.
I played a key role in that transformation, helping bring the updated positioning and value proposition to life by evolving the brand’s content strategy and campaign approach.
As Editorial Copy Director, I led the development of storytelling frameworks that connected brand, product, and customer experience across retail touch points, while aligning content strategy with marketing and merchandising priorities. I also shaped a more distinct, modern brand voice designed to resonate with today’s parent, and built and scaled the in-house team responsible for bringing it to life.
This work influenced both how the brand showed up for customers and how teams operated internally. It created a more cohesive, story-led approach to campaigns and content, ensuring that what the brand said, how it showed up, and what it sold worked together to drive engagement and conversion.
Scaling a high-growth brand through strategic content systems
As Framebridge expanded its retail footprint, product offering, and customer base, the opportunity was to scale the brand without sacrificing the premium experience or the emotional positioning that fostered connection.
I oversaw content and copy across the brand, serving as the guardian of the brand voice and shaping how Framebridge’s storytelling came to life across every touchpoint. I developed content strategies designed to amplify customer stories and strategic partnerships, elevating user-generated content into a curated, premium expression of the brand.
A key outcome of this work was the website redesign, where I led the creative team and content development from concept through launch. The new site experience better reflected the brand’s positioning, created a more seamless and premium customer journey, and brought storytelling to the forefront while supporting conversion.
Driving brand growth and retail expansion for an emerging brand
Pet Life Unlimited was in a pivotal phase of growth, with an opportunity to evolve the branding, expand into new retail channels, and increase its share of a competitive category.
In my role as VP of Brand and Marketing, I led end-to-end marketing across brand, product, and campaigns. I translated consumer insights into clear, differentiated positioning and crafted go-to-market strategies that supported both brand equity and business growth.
From the brand’s voice and visual expression to product and packaging, I led the brand evolution that enabled expansion into new channels, including entry into the pet specialty market, and partnered closely with product, sales, and operations leadership to ensure alignment from concept through commercialization.
The strongest brands aren’t just the ones with the best products. They’re the ones that know exactly who they are, how to show up, and how to connect—consistently.
Brands I've worked with
