With an objective to inform, engage and activate a globally diverse workforce in the tens of thousands, I’ve created, directed and deployed on-brand campaigns that delivered right message, offer and time. Unique, multi-channel execution inspired action, providing teammates opportunity to learn and create stronger connection to the brand, business and each other.
Notable Activations:
Air for EveryWON Body Inclusivity Fashion Show (2024): Directed an inspiring celebration of all bodies and abilities, featuring the latest Spring ’24 looks and decades of Nike Air. leveraged social media (employee-run IG account @ILoveWHQ and LinkedIn) to drive interest and traffic to Nike.com. We streamed the show live to employees and dropped product links in the chat for instant conversion. A Shop the Look and Style the Air Max Dn internal stories amplified the moment. Results: ~1,500 attendees (800 livestream across 3 of 4 geos); record LinkedIn engagement of 19.21% (KPI 3%); numerous employee social media posts and high engagement internal stories.
JDI Day 2023/Supply Chain Cohort: Hosted 23 winners of a supply chain firstline competition for a 3-day immersion experience at Nike World HQ. Drove community, energized career paths and built understanding of how they contribute to our global supply chain. From 11 countries, this opportunity took several employees out of their village, region and country for the first time. Activities included Q&A sessions with executives/legacy employees, teambuilding (scavenger hunt, creator sessions, active cooking farm-to-table dinner with leaders) and more. Results: Unprompted, the cohort wrote their own story for internal publishing, wanting to share their experience with the rest of Nike. They regularly connect over Slack to share updates and celebrate moments that matter. Several have reimagined their career paths at Nike.
JDI Day 2019/Global 5K Relay: Rallied 1,100 stores to execute a 24-hour, follow-the-sun ‘relay' beginning in Japan and ending at Nike HQ. Executive engagement and elite athlete appearances elevated the experience. Comprehensive execution included activation guides for all stores, NRC app challenge creation/management, legal compliance/waivers, multichannel message delivery (Instagram, Yammer, Zero, Retail Relay/Zipline, email, in-person), creative/material development, etc. Results: 28,000 miles and thousands of story views and social media posts by participants. Event locations included the Great Wall of China.
Services: strategy, team lead, copywriter, creative direction, program execution
Strategy, objectives, planning and messaging. These are core to executing successful communications when speaking to the media, industry stakeholders, employees or consumers. I’ve worked cross-functionally to bring major moments to life, including activating media ahead of an Olympics, guiding teams through organizational transformation and more.
Confidential examples available.
Services: strategy, planning and messaging
Telling great stories is an art and a science. My approach is to find a unique angle that engages the audience, then deliver a narrative and imagery that captivates, resonates, elevates the voice of the storyteller and meets the needs of the business. I’ve delivered compelling stories through video, graphics, photography and words.
Services: editorial planning, editor, copywriter
I’ve developed several websites, all with a strategic lens toward audience, information need and capacity for content absorption. My approach has been to develop editorial standards that provide consistency and long-range planning cycles to ensure functional alignment and resource allocation, thereby serving the needs of diverse stakeholders. Serving as editor of a global internal website, I lead the editorial planning process across four geographies and two business units, utilizing Trello to map stories across dates and locations on the site and Campaign Monitor to generate awareness and readership.
Services: strategic lead, editor
A cafe opening. New employee travel service. And more. I’ve led the development of creative that delivers compelling design and messaging for maximum awareness and engagement.
Services: strategic lead, copywriter
Grass Valley was at a pivotal point in their business. A long-standing workhorse in the broadcast engineering industry, they wanted to reposition themselves as an innovator of technology solutions, not just hardware. This brochure was the first step in a larger brand repositioning effort.
Services: copywriter, editor
Mission Hospital is a premier healthcare provider in south Orange County. A strong relationship with the community is important to its mission as a not-for-profit and in building consumer preference in a highly competitive marketplace. This newsletter serves both purposes by delivering content with a high perceived value.
Services: copywriter, editor, agency management
