Throughout my career, I’ve been a cultural strategist, insight-builder, storyteller, and cross-functional partner bringing complex audience, cultural, and creative systems to life
My work spans cultural insight, brand strategy, audience mapping, trend forecasting, communications architecture, and global creative development. Every project begins with a cultural shift or tension point and builds toward strategy, storytelling, and impact.
Lawry’s:
Celebrating Unseen Audiences
Lawry’s was losing market share by speaking too broadly, using one-size-fits-all messaging that failed to connect with the people actually driving the brand’s sales. But Lawry’s wasn’t just a seasoning, it was a cultural staple. African-American moms had shaped Lawry’s cultural identity through generational recipes, family gatherings, and community cooking traditions. The brand’s strongest equity lived within this community, not the category at large. I built a culturally specific audience strategy anchored in recipes, rituals, and creators that authentically reflected the community’s cooking traditions
Samsung QLED 8K:
TV is Making History Again
Samsung wanted to introduce its next generation QLED 8K television in a way that felt emotionally meaningful, not just technologically superior. At a moment when audiences were craving shared experiences, the 50th anniversary of the Apollo 11 moon landing presented a rare cultural opportunity to celebrate collective memory and global connection. We used this moment to show how televisions shape those experiences and how Samsung continues to redefine them today. I developed the communication framework that ensured a unified strategic approach across creative and media touchpoints, helping Samsung bring a culturally resonant story to life across platforms.
Jim Beam:
Reintroducing a 225-yr-old icon during the Super Bowl
Jim Beam needed to modernize its relevance at a time when whiskey culture was saturated with celebrity endorsements and category clichés. Drinkers were looking for brands that felt real, rooted in values, and connected to authentic human stories. Jim Beam’s 225-year legacy of family, integrity, and craftsmanship was exactly what culture was gravitating toward, but the brand had stopped telling that story. I led the communications strategy development behind Raised Right, a campaign that reintroduced Jim Beam through the values the Beam family has lived by for generations. This approach helped the brand reconnect with drinkers in a way that felt honest, emotional, and culturally timely.
Macy’s
Rediscovering Retail Inspiration
Macy’s wanted to reestablish itself as a fall fashion destination for women 18-54 in a retail landscape defined by experiential shopping, social discovery, and fast-moving trend cycles. Shoppers were no longer going to department stores simply to buy products. They were looking for inspiration, storytelling, and spaces that invited participation. By interviewing tastemakers, influencers and experts across fashion, retail design, media, and luxury, we uncovered early cultural signals pointing toward more immersive, narrative-led store environments. I synthesized these insights into Vision Lab, an actionable trend series that helped Macy’s explore new store experiences rooted in discovery, self-expression, and social documentation.
