Joined as the brand's first dedicated strategist and rebuilt an inherited, unstructured account from the ground up. Refocused messaging around problem/solution storytelling, redefined consumer segments, and developed creative spanning wellness beginners to biohackers.
Re-launched Nuun's flagship brand campaign across Meta, TikTok, Pinterest, Snapchat, YouTube, Search, and OTT — with 3 platforms entirely new to the brand. Led $8MM awareness and performance strategy spanning paid social, influencer, display, Amazon, retail, and podcasts. Achieved near-total net new user traffic and dramatically expanded social presence.
Led multi-platform launch for a new Nuun SKU, broadening the brand's reach from athletes to everyday consumers. Built a cross-channel strategy across Search, YouTube, Meta, Pinterest, DSP, Amazon, Walmart, and Target — developing actionable briefs with deep audience insights that converted new consumers into repeat buyers.
Led a full creative system overhaul for a legacy brand in a highly competitive breakfast category. Addressed dated creative with inclusive, insight-driven messaging and built a testing roadmap centered on taste, time of day, and functional benefits — rolled out across paid social, display, video, and retail media channels.
Developed global recommendation strategies with tailored insights for Meta across USA and EMEA, closing the engagement gap with Snapchat in key markets. Built fit-for-platform, localized creative across OLV, programmatic, paid social, OOH, and custom content.
Re-launched the Facebook Watch platform via TV, digital, OOH, and audio streaming — balancing DR and brand objectives across segmented audiences and KPIs. Drove the largest premiere audience for "Queen America" with measurable lifts in brand awareness and app downloads.