The Studies
Brands are moving faster than ever, but so are the people they are trying to reach. Millennials continue to reshape what loyalty looks like, Gen Z has challenged old ideas around trust, identity, influence, and participation, and Gen Alpha is already entering the conversation with an entirely different relationship to technology, culture, and brands.
Everyone is trying to find the pulse. The harder question is knowing what to do once you find it. That is usually where I come in. My work sits across audience data, cultural intelligence, competitive research, positioning, storytelling, partnerships, content systems, and the teams required to bring all of it to life.
I may enter through one problem and discover that the real opportunity lives somewhere else entirely. A social strategy may actually be a positioning problem. A campaign brief may expose an audience gap. A brand asking for more content may really need a stronger operating system, clearer creative direction, or a better understanding of the people it is trying to reach. I study the business, the audience, the culture surrounding it, the systems underneath it, and the places where opportunity is quietly slipping through the cracks. Competitive landscapes matter. Data matters. The creative team matters. So does understanding how an idea travels from an executive conversation into the hands of strategists, writers, designers, producers, creators, and ultimately the people experiencing the work.
I believe in pushing past the obvious, challenging the comfortable answer. That's how you find the idea with enough truth behind it to actually move.
We MUST pay attention.
Flagship Case Studies
BUILD THE BRAND
ROC NATION: D’USSÉ COGNAC / Bacardi
Moving luxury from celebrity proximity into cultural participation
+25% Quarterly Social Growth | 20K+ New Followers | 2M+ Campaign Impressions
+279% / +183% / +139% Retail Sales Lifts Across Urban Priority Markets
Content & Strategy Director
Brand Positioning • Cultural Strategy • Creative Direction • Social Strategy • Paid Media • Experiential Marketing • Pre Production • On Set Direction
THE CHALLENGE
D’USSÉ had strong visibility through celebrities and high-affluence influencers, but that prestige had not fully translated into everyday cultural relevance. Compared with legacy competitors like Hennessy, the brand could feel aspirational but distant to urban consumers. The challenge was expanding cultural relevance without sacrificing premium equity.
THE INSIGHT
D’USSÉ had a proximity problem. Celebrity association created aspiration, but not necessarily belonging. The brand needed to show up naturally within the music, nightlife, style, rituals, and everyday experiences of its 25 to 34-year-old consumers. Luxury did not need to feel less distant for the consumer.
WHAT I LED
Developed and led “D’USSÉ In the Wild,” bringing the brand into culturally recognizable environments while preserving its elevated visual identity.
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Led a six-person creative team across strategy, art direction, design, project management, and community.
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Produced social-first storytelling across Rolling Loud LA + Miami, barbershops, restaurants, nightlife, seasonal gifting, and community tastemaker partnerships.
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Connected paid, organic, influencer, UGC, and experiential efforts into one lifestyle ecosystem, with the creative direction earning additional visibility and investment from Roc Nation leadership.
MATTEL: BARBIE
Turning one of the world’s most recognizable icons into someone audiences could actually recognize themselves in.
+42% Social Audience Growth | Reframed Barbie as a Living Social Persona | New Social Creative Direction | Buzz Feed
Earned Editorial Recognition
Strategy Consultant
Brand Positioning • Audience Strategy • Cultural Strategy • Creative Direction • Social Strategy • Inclusive Storytelling
THE CHALLENGE
Barbie had unmatched recognition, but its social presence was not translating that equity into contemporary relevance. The brand felt polished and product-led, with limited room for humor, everyday life, or dimensional representation across race, identity, and experience.
The challenge was making an iconic brand feel alive without losing what made Barbie iconic.
THE INSIGHT
Barbie needed a life through the vein of socials that entertained and related to consumers. The opportunity was to stop treating Barbie solely as a product and build her as a living social persona with routines, humor, opinions, relationships, and experiences. That same thinking could make representation more meaningful by giving Black, Brown, differently abled, and underrepresented Barbies fuller identities and stories. The shift was from product to persona.
THE STRATEGIC RESPONSE
Developed and pitched a new social storytelling framework that gave Barbie a more episodic, self-aware, and culturally responsive life online.
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Built the creative system around episodic storytelling, meme culture, everyday-life moments, and conversational brand voice.
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Developed lifestyle concepts spanning getting ready, beach days, mall trips, lounging at home, humor, culture, and modern womanhood.
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Expanded representation through more nuanced professions, personalities, experiences, and narratives for underrepresented Barbies.
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Greenlit and adopted by Barbie, with the framework handed to the internal team for continued execution and evolution.
SYNCHRONY & CARECREDIT
Making legacy financial brands feel as useful, human, and modern as the lives they finance.
12M+ CareCredit Cardholders | 6 WEEKS Competitive + Category Audit | 7+ PLATFORMS Evaluated for Growth + Expansion
Strategy Consultant
Brand Refresh • Consumer Education • Audience Strategy • Competitive Intelligence • Social Strategy • Paid + Organic Distribution
THE CHALLENGE
CareCredit had decades of trust, a massive provider network, and category-leading scale, but its social presence was not behaving like the market leader it already was. Content was often reactive, fragmented across B2B and B2C priorities, and underleveraging the brand’s legacy, utility, provider access, and everyday consumer relevance. Synchrony faced a related challenge: making established financial products feel more human, useful, and connected to real consumer decisions rather than simply publishing financial content.
THE INSIGHT
CareCredit already had the trust, scale, and infrastructure. The strategic unlock was recognizing that B2B and B2C were not competing priorities. Providers were one of the brand’s most powerful pathways to consumers, making B2B2C the real growth loop. CareCredit needed to embody being a category leader and actual exhibit its pulse in the market through a fresh content strategy, partnerships and authethinc community building.
THE STRATEGIC RESPONSE
Built a modern social and brand roadmap designed to translate legacy strength into consumer relevance, education, and measurable growth.
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Led a six-week competitive audit across financial-services and healthcare-financing brands, examining positioning, creative, CTAs, platform behavior, community engagement, and content systems.
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Developed CareCredit’s organic social strategy bible and 2026 roadmap, spanning content frequency, video-first storytelling, platform expansion, consumer education, testing, and paid/organic distribution.
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Created campaign and content concepts including Got It, CareCredit Wishlist, and CareCredit Works Where CareCredit Happens, designed to make financing use cases and provider access more tangible.
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Extended the thinking into Synchrony through concepts including Stay Gold / Synchrony in the Wild, Days Well Spent, Pay Later’s the New Flex, Money Talks, and Real Life vs. Real Costs, bringing everyday life into financial storytelling.
GROW THE AUDIENCE
EBONY MEDIA
Rebuilding the digital heartbeat of a legacy Black media institution.
1.88M+ Net Audience Growth Across Instagram, X + Facebook |
+30% Video Completion Rate | +40% Engagement Lift Among Women 25–34
+75% Partnership Engagement
Audience Development Manager → Social Media Director
Audience Strategy • Digital Transformation • Editorial Strategy • Cultural Strategy • Partnerships • Social Growth
THE CHALLENGE
EBONY had extraordinary cultural equity, but its digital presence was not fully translating that legacy for younger audiences. The brand needed a more cohesive voice, stronger platform strategy, faster editorial rhythm, and a clearer way to participate in contemporary culture without losing the authority it had built over generations.
THE INSIGHT
EBONY as a legacy brand that needed to become more present in the current cultural ecosytems. The opportunity was to connect the institution people already respected with the conversations, entertainment, personalities, and cultural moments audiences were experiencing in real time. Digital could not simply distribute the magazine. It had to become its own living expression of the brand.
THE STRATEGIC RESPONSE
Expanded from audience development into ownership of EBONY’s social voice, platform strategy, digital storytelling, and cultural tentpoles, rebuilding how the brand showed up across Instagram, Facebook, X, and YouTube.
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Rebuilt EBONY’s cross-platform editorial and social strategy across Instagram, Facebook, X, and YouTube.
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Promoted from Audience Development Manager to Social Media Director in under 90 days, taking ownership of the brand’s social voice and digital narrative.
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Built editorial systems connecting magazine launches, entertainment, politics, red carpets, festivals, and award season into an always-on cultural presence.
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Operated across strategy, copy, KPI reporting, content calendars, and editorial collaboration with a five-writer team producing 20–25 pieces daily.
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Extended EBONY’s presence beyond the feed through entertainment, PR, and cultural relationships spanning the Oscars, Grammys, Met Gala, HBO, The CW, AARP, Red Table Talk, and others.
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Connected editorial growth to commercial value, supporting social-first partnerships that drove +75% partnership engagement.
CREATE THE MOMENT
ABC
Turning television IP into digital momentum before, during, and beyond the broadcast.
8 TITLES Across ABC Entertainment | $500K–$1.5M Campaign Budgets |
3–4 AGENCIES Managed Per Title | +20% Viewer Acquisition
Social Media & Digital Strategy Lead
Integrated Campaign Strategy • Creator Marketing • Paid Media • Audience Growth • Agency Management • Cross-Functional Leadership
THE CHALLENGE
ABC’s portfolio spanned game shows, scripted dramas, live entertainment, specials, and legacy IP, each with different audiences and moments of relevance. The challenge was building digital strategies that could support everything from premieres and finales to mid-season pushes and live events without treating every title like the same product.
THE INSIGHT
The social feeds could not simply advertise the programming, it needed to drive attention before, during and after through content that felt original and on the nose in pop culture. Each title needed its own digital behavior, whether that meant turning recognizable television moments into short-form content, activating creators, tapping existing fandoms, or translating talent equity into audience growth.
THE STRATEGIC RESPONSE
Led integrated digital and social strategy across an eight-title ABC portfolio, aligning paid, organic, creator, media, and agency execution around each title’s audience and programming lifecycle.
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Built creator and premiere tactics for Celebrity Wheel of Fortune, helping drive 34% follower growth and a 27% lift in impressions.
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Developed Big Sky / Reba McEntire launch strategy designed to convert her country-music fandom into television viewers, contributing to 25% follower and engagement growth.
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Presented campaign strategy to producers, ABC teams, and senior leadership across titles including Celebrity Wheel, Celebrity Jeopardy!, and A Million Little Things.
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Coordinated Disney creative, producers, influencer managers, external agencies, and a direct report while managing campaign workflows across paid social, creator, TV, radio, OOH, podcast, and programmatic media.
DEFINE THE BUSINESS
WAYMAKER MEDIA
Rebuilding a print-first media company into a digital, experiential, and partnership-led business.
$525K+ Partnership Revenue | $250K Fiscal Reallocation Into Digital Growth |
+183% Event Registration Growth | 200+ Articles Modernized
Head of Strategy, Operations & Partnerships
Business Transformation • Revenue Strategy • Strategic Partnerships • Digital Transformation • Operations • Executive Communications
THE CHALLENGE
Waymaker had strong cultural equity and a valuable media platform, but its growth model remained heavily tied to print while digital infrastructure, audience development, partnerships, and revenue opportunities were still fragmented. The challenge was not simply modernizing the marketing, there was a need to redesigning how the company operated, grew visibility & partnerships, while also leveraging new partnerships to make money.
THE INSIGHT
Waymaker did not have a content problem, it had an operating-model problem as a print magazine in the digital world. The brand’s next chapter required its business infrastructure to catch up with its ambition. Digital publishing, live experiences, partnerships, audience growth, executive visibility, and sponsorship revenue needed to function as one connected ecosystem rather than separate initiatives. The transformation had to happen underneath the brand before it could happen around it.
THE STRATEGIC RESPONSE
Led the shift from a print-first media model toward a digital-first, experiential, and partnership-led growth system.
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Built a $250K fiscal reallocation plan, shifting investment toward digital operations, website infrastructure, publishing workflows, and a four-person editorial and marketing team.
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Rebuilt Waymaker Journal’s digital ecosystem with an external web partner, modernizing 200+ articles across UX, accessibility, SEO, and audience conversion.
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Built partnership strategy generating $525K+ through brands including Dove Men+Care, McDonald’s, P&G, Meta, BET, and Unilever.
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Led integrated growth strategy for the Waymaker Men’s Summit, driving +183% registrations, +40% attendance, 722K+ impressions, and 35K+ engagements.
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Expanded executive visibility through press, newsletters reaching 40K subscribers, and media opportunities with FOX, ABC, Yahoo, and KKDA-FM.
CONSCIOUSLY
Turning marketing performance into a diagnosis of what the business actually needed to scale.
+18.8% Organic Engagement Rate | +13.16% Organic Click-Through Rate |
+2.1X Paid CTR Growth | 956K+ Boosted-Content Impressions
Strategy Consultant
Brand Strategy • Audience Intelligence • Product Positioning • Growth Strategy • Media Strategy • Organizational Strategy
THE CHALLENGE
Consciously had a compelling philosophy and growing audience interest, but its brand positioning, offers, audience architecture, conversion pathways, and commercial infrastructure were all developing at the same time. The challenge was better understanding how the brand wanted to exist in the market, who it was uniquely built to serve, and how it could differentiate itself from established competitors.
THE INSIGHT
The data told me social was doing its job, so I followed the problem deeper. Strong organic CTR, engagement, comment growth, and improving paid performance showed that audiences were paying attention. The larger constraint was converting that attention into business growth through clearer offers, customer journeys, product structure, sales infrastructure, and organizational alignment.
THE STRATEGIC RESPONSE
Led the shift from a print-first media model toward a digital-first, experiential, and partnership-led growth system.
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Led brand, audience, social, and media strategy, evolving the work from content execution into positioning, audience architecture, product clarity, and conversion strategy.
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Created a strategic diagnosis separating attention problems from product and conversion problems, helping leadership understand where marketing ended and broader business infrastructure needed to begin.
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Built executive-level recommendations across operations, product, sales, RevOps, client success, Collective management, and measurement to define the functions required for sustainable scale.
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Used performance data to refine the customer journey around Story → Trust → Brand → Program → Action, recognizing that audiences responded more strongly to ideas, people, and cultural relevance before direct product promotion.
READ THE CULTURE
UNDO
Translating public-health data into culturally credible behavior-change strategy
STATEWIDE California Public Health Campaign
BLACK / AFRICAN AMERICAN
Priority Audience Strategy
Strategy Consultant
Audience Intelligence • Cultural Strategy • Public Health • Behavior Change • Creative Strategy • Multicultural Research
THE CHALLENGE
UNDO’s anti-tobacco work had to communicate urgent public-health information across a state as culturally diverse as California without assuming every community would receive the same message in the same way. For Black and African American audiences in particular, tobacco and nicotine messaging exists alongside a longer history of industry targeting, health inequity, and systemic distrust. The challenge was not simply making the message understandable, but making sure the message resonated with the audience.
THE INSIGHT
Audience research showed that shared public-health concerns could produce very different emotional responses depending on cultural history and lived experience. Among Black parents, concerns about systemic racism and disproportionate risk shaped how protective behaviors and anti-industry messaging were interpreted.
THE STRATEGIC RESPONSE
Supported UNDO’s statewide anti-tobacco strategy by connecting public-health research with cultural context, audience behavior, and creative decision-making.
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Conducted Black and African American audience research, examining tobacco-related health impact, industry targeting, cultural history, representation, and community-specific concerns.
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Reviewed campaign creative and messaging across digital, social, TV, and OOH, evaluating cultural nuance, clarity, emotional resonance, representation, and potential audience response.
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Translated research, public-health data, and cultural context into actionable recommendations for campaign storytelling, creative development, and media considerations.
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Identified audience tensions, language considerations, and emotional entry points that could make prevention messaging feel more human, community-specific, and credible rather than generically multicultural.
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Collaborated across strategy, research, creative, and media teams, helping connect public-health objectives with the lived realities of the audiences campaigns were designed to reach.
micro Case Studies
BUILD THE BRAND
Good year
Turning legacy sports partnerships into a more modern entry point for younger audiences.
Strategy Consultant
Audience Development • Social Strategy • Brand Modernization • Sports Marketing
THE OPPORTUNITY
Goodyear had strong equity through NASCAR and its college football blimp presence, but the surrounding social content felt dated and underleveraged with younger audiences. The opportunity was not to abandon that heritage, but to translate it into more participatory, platform-native storytelling that could create renewed interest during key seasonal moments like the fall college football calendar.
THE IMPACT
Reframed Goodyear’s legacy sports properties as audience-development tools rather than static sponsorship assets, modernizing how the brand showed up across Instagram, Facebook, and Twitter while preserving the equity already built into its sports partnerships.
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Turned legacy content into quizzes, trivia, fun facts, and conversational formats designed to drive shares, comments, and participation.
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Shifted the social tone to feel more contemporary, accessible, and platform-native without losing Goodyear’s credibility or heritage.
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Used NASCAR partnership and college football moments to create stronger entry points for younger audiences and renewed interest in the brand.
LAGUNITAS
Translating an eccentric beer brand into a clearer cultural and digital story.
Strategy Consultant
Brand Strategy • Social Strategy • Cultural Translation • Creator Strategy
THE OPPORTUNITY
Lagunitas already had a distinctive, unconventional identity, but some of that personality was getting lost in translation across digital and social. The opportunity was to make the brand’s eccentricity easier to understand, engage with, and carry across culture without sanding away the weirdness that made it recognizable in the first place.
THE IMPACT
Helped translate Lagunitas’ offbeat brand world into clearer, more accessible digital storytelling, creating stronger connections between its visual identity, lifestyle positioning, and audience engagement.
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Supported digital and social strategy rooted in culture, lifestyle, and audience relevance.
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Collaborated across teams to align content, messaging, and creative direction across platforms.
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Identified opportunities for creator and influencer integration within broader campaign strategy.
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Helped turn unconventional brand elements into more digestible storytelling designed to create curiosity rather than confusion.
GROW THE AUDIENCE
Robinhood Snacks | the Best One Yet
Making financial storytelling easier to understand, engage with, and share.
Strategy Consultant
Brand Strategy • Social Strategy • Cultural Translation • Creator Strategy
THE OPPORTUNITY
Robinhood’s finance-focused podcast had strong subject matter, but its social presence was not translating that value for everyday audiences. Dense financial language created distance with listeners who needed a more accessible entry point into markets, money, and investing. The opporunity was to simplify this valuable and complex language into content that was better digestible.
THE IMPACT
Helped transform complex financial commentary into more conversational, platform-native storytelling, making the podcast easier to discover, understand, and engage with across social.
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Developed bite-sized content that translated financial jargon into clear, approachable takeaways across Instagram, X, and Facebook.
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Shifted the brand voice toward a younger, more conversational tone without diluting the substance of the financial content.
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Built a multi-platform content framework connecting podcast episodes, social storytelling, and email/newsletter content.
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Helped drive a 35% increase in following and engagement across Instagram and X through more accessible, audience-first messaging.
FRESHPLANET: SONGPOP2
Turning a popular music game into a scalable creator-powered growth engine
Influencer Marketing Manager
Influencer Strategy • Audience Growth • Campaign Operations • Cross-Cultural Marketing
THE OPPORTUNITY
SongPop2 already had strong product momentum, but its influencer efforts lacked a scalable system connecting creators, budgets, internal teams, and campaign timing. The opportunity was to turn fragmented creator marketing into a more coordinated growth channel capable of reaching younger and multicultural audiences across markets.
THE IMPACT
Built a more structured influencer ecosystem around SongPop2, connecting creator strategy, campaign operations, audience targeting, and launch timing to drive measurable app growth.
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Managed quarterly influencer budgets up to $200K, negotiating creator partnerships across music, comedy, and culturally relevant talent.
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Built creator-mapping and workflow systems connecting social, PR, talent, and campaign reporting from outreach through post-campaign analysis.
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Activated creators across African, Latin, and U.S. markets and developed coordinated same-day launches across Snapchat and Instagram.
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Helped drive a 15% lift in app downloads, 20% engagement growth among younger audiences, and a #5 ranking in Apple’s gaming category.
CREATE THE MOMENT
YOUTUBE
Translating cultural moments into creator-led digital storytelling built for participation.
Strategy Consultant
Campaign Strategy • Creator Strategy • Cultural Storytelling • Social Content
THE OPPORTUNITY
YouTube needed culturally relevant campaign ideas that could meet very different moments with the right emotional language, from honoring the legacy of Dr. Martin Luther King Jr. during Black History Month to addressing mental health during the first wave of COVID-19. The opportunity was to make each initiative feel human, visually native, and credible to younger and multicultural audiences, rather than simply institutional.
THE IMPACT
Helped shape creator-led campaign concepts that connected history, culture, representation, and emotional relevance across YouTube’s broader digital ecosystem.
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Developed the March On concept, sourcing young Black female illustrators to create a GIPHY-inspired visual timeline of events leading to MLK’s “I Have a Dream” speech.
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Built Instagram and Twitter strategy designed to turn historical education into more visual, participatory social storytelling.
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Supported the #WithMe mental-health initiative, identifying diverse creators to share authentic stories of coping, healing, and connection during COVID-19.
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Helped guide strategy, content production, and digital execution with a six-person creative team, ensuring culturally grounded storytelling carried through from idea to rollout.
Miss universe
Evolving pageant storytelling from polished representation into fuller cultural relevance.
Strategy Consultant
Brand Strategy • Inclusive Storytelling • Social Strategy • Audience Development
THE OPPORTUNITY
Miss Universe was navigating a historic moment with Black women holding major titles across Miss Universe, Miss USA, and Miss Teen USA. The opportunity was to move beyond traditional pageant imagery and create a social framework that allowed the titleholders to show up not only as winners, but as young women, leaders, cultural voices, and multidimensional personalities.
THE IMPACT
Developed a more inclusive social strategy designed to expand how Miss Universe presented its titleholders online, connecting representation, individuality, leadership, and contemporary culture.
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Built a framework for showcasing titleholders beyond formal pageant moments, creating room for personality, interests, leadership, and cultural perspective.
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Helped shape a more intentional approach to the imagery and digital presence of Black and POC titleholders across social platforms.
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Shifted the storytelling toward content that could make titleholders feel more relatable and culturally engaged, particularly to younger audiences.
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Used the historic representation moment as an opportunity to strengthen how the organization approached inclusion as part of brand storytelling, not simply visual diversity.
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ANCESTRY
Making genealogy feel less intimidating and more playful, social, and discoverable.
Strategy Consultant
Content Strategy • Audience Development • Gamification • Creator Strategy
THE OPPORTUNITY
Ancestry had a powerful product and deep emotional value, but genealogy could still feel dense, serious, or intimidating to newer audiences. The opportunity was to make exploring family history feel more inviting and entertaining without losing the meaning behind the experience.
THE IMPACT
Reframed Ancestry’s social storytelling around play, participation, and curiosity, helping turn heritage exploration into something audiences could actively engage with rather than simply observe.
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Developed gamified concepts where users and family members could compete, react, and compare discoveries after reviewing their Ancestry results.
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Expanded the content universe beyond traditional genealogy into more unexpected subjects like obituaries, animals, art, and family curiosities to create broader entry points for engagement.
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Used a more tongue-in-cheek, approachable voice to make family-history exploration feel less daunting and more socially shareable.
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Helped position Ancestry as both educational and entertaining, broadening how audiences could discover and interact with the brand.
BUILD THE BUSINESS
ideal Living: air doctor / Aquatru
Translating an eccentric beer brand into a clearer cultural and digital story.
Strategy Consultant
Ecommerce • Conversion Optimization • Customer Journey • Cross-Functional Strategy
THE OPPORTUNITY
Ideal Living had strong wellness products in AirDoctor and AquaTru, but parts of the digital experience felt mechanical and overly performance-led. The opportunity was to create a more human customer journey across email, landing pages, and product touchpoints while identifying where audiences were losing interest before purchase.
THE IMPACT
Helped connect consumer storytelling, ecommerce strategy, and conversion optimization, creating a more cohesive path from product discovery through purchase.
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Optimized product microsites, landing pages, email, and consumer journeys to reduce friction across the funnel.
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Partnered with product, sales, design, and marketing teams to identify drop-off points and improve campaign language.
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Used real-time testing and messaging optimization to help increase email open rates by 20%
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Supported a 15% lift in user engagement and sales performance through stronger digital experiences and cross-functional execution.
READ THE CULTURE
state farm
Making a familiar brand character feel more culturally relevant without losing the trust behind the icon.
Strategy Consultant
Cultural Strategy • Brand Character Strategy • Audience Research • Social Strategy
THE OPPORTUNITY
State Farm was introducing a new Jake, now played by a Black actor, creating a need to evolve the character into a more contemporary and culturally aware brand figure. The opportunity was to make Jake feel relevant to broader, more diverse audiences while preserving the familiarity, consistency, and trust expected from a legacy insurance company.
THE IMPACT
Helped shape a more culturally aware framework for Jake 2.0, balancing brand consistency with stronger audience relevance and more nuanced representation across social.
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Developed standardized social methodologies to guide how Jake showed up across platforms and campaigns.
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Conducted audience research around consumer behavior, preferences, and pain points to inform more relevant content and messaging.
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Flagged ideas that risked feeling culturally insensitive while advocating for more thoughtful Black representation around the character.
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Partnered with creative and digital teams to align strategy, content, and visual direction around a more consistent and culturally resonant expression of Jake.
PROTEAU
Positioning zero-proof drinking as an intentional lifestyle, not a compromise.
Strategy Consultant
Brand Positioning • Content Strategy • Cultural Strategy • Lifestyle Marketing
THE OPPORTUNITY
Proteau was entering an emerging zero-proof category still largely defined in opposition to alcohol. The opportunity was to position sobriety and mindful drinking as aspirational lifestyle choices in their own right, giving the brand a distinct identity rooted in wellness, presence, and modern culture.
THE IMPACT
Helped shape Proteau’s positioning and digital storytelling around a premium, lifestyle-led expression of the sober-curious movement, strengthening how the brand could connect product, culture, and consumer identity.
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Supported brand and content strategy within the growing wellness and zero-proof beverage space.
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Helped align social storytelling with lifestyle and consumer trends, strengthening brand voice and relevance.
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Identified culturally relevant moments and audience opportunities that could expand the brand beyond traditional beverage marketing.
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Collaborated across teams to create more cohesive storytelling across digital touchpoints.
HARLEM SHAKE
Reconnecting a neighborhood burger brand with the culture already living around it.
Strategy Consultant
Brand Voice • Social Strategy • Cultural Storytelling • Community Engagement
THE OPPORTUNITY
Harlem Shake had strong neighborhood roots, but its digital presence was not fully reflecting the energy, history, and personality of Harlem. The opportunity was to make the brand feel more connected to the community it served while rebuilding engagement during a period when local connection mattered more than ever.
THE IMPACT
Helped reshape Harlem Shake’s digital voice around local culture, nostalgia, and community participation, making the brand feel more distinctly rooted in Harlem.
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Recalibrated the tone to feel more playful, culturally specific, and neighborhood-driven.
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Built seasonal storytelling around menu moments, Black culture, and Harlem pride.
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Integrated the brand into timely social conversations to show up where its audience was already engaging.
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Introduced more intimate, low-lift video concepts designed to spotlight customers, community, and everyday neighborhood energy.