Selected Work
One obsession across all of it: the unexpected connections that earn belonging.
Cannes Silver Lion, Gold CLIO, two Webby Awards, and Shorty Awards among the receipts.
Every piece of work on this page started the same way: with an audience being handed the flattened version of themselves.
Women told to accept the birth control category as it is.
People exhausted from auditioning for acceptance in spaces that promised connection.
Brains too overloaded to hear one more health warning.
Communities recirculated as the narrowest version of their own culture.
The work, every time, was finding the truer thing underneath — and building the strategy from that instead.
The homepage calls it discovering the unexpected connections that earn belonging. This page is what that looks like with receipts attached.
Estée Lauder Companies: Clinique Global
How do you reintroduce a brand consumers can no longer describe?
A global content strategy, built as a consultant, that led to a full-time offer.
Strategist on Retainer · Content Strategy · Workshops
Client-confidential — request the password →
Laura Khoudari / Lifting Heavy Things
How does a practitioner become a thought leader without losing the audience she’s already earned?
A client who came back four times.
Brand strategy, identity, and website for the author who defined strength training as trauma recovery.
Brand Sprint · Identity & Web · Research & Discovery
Ligare Gatherings
How do you build one brand that opens two doors — one for guests, one for investors?
Brand, audience, and paid strategy for a pre-seed founder — plus a custom AI tool to keep it running.
Multi-audience architecture for a pre-seed founder: vision, guest journey, and a custom GPT that keeps the strategy running after handoff.
Brand Sprint · Multi-audience Architecture · AI Tools
Career work
Where the method comes from
The practice is younger than the method. These are the seats where it was built — in-house and agency-side, 2014 to 2023, across skincare, pharma, telecom, and the toy aisle. The category changed every time; the move didn’t.
A global beverage portfolio’s social studio
How do 87 people across four agencies become one team?
87 people, four agencies, one operating model
Org design for a global beverage portfolio’s social studio: brand squads crossed with discipline chapters.
Team Architecture · Org Design
Client-confidential — request the password →
Evofem — Phexxi
How do you launch a new kind of birth control into a category women have stopped expecting anything from?
+94% new prescriptions in six weeks
The first hormone-free contraceptive, launched as a permission slip.
Brand Strategy · Launch
The Coca-Cola Company — Sprite
How does a brand with three decades of cultural standing get its voice back?
From “on notice” to the proof case in one quarter
From formally on notice to the proof case for Coca-Cola’s entire North America social strategy.
Social Strategy · Audience & Community · Measurement
Client-confidential — request the password →
L’Oréal: Kiehl’s Since 1851 Global
How does one brand speak with one voice in 40+ markets?
- +40% organic reach
- +25% engagement
Kiehl’s first global social strategy and style guide.
Global Strategy · Content Systems
Mattel — Laverne Cox Barbie
How does a doll do what a corporate statement can’t?
7B+ earned impressions in the first month
Mattel’s first transgender Barbie.
Cultural Strategy · Comms
T-Mobile × Taco Bell
How do you make people love an industry nobody loves?
+20% monthly active users
T-Mobile and Taco Bell mashed into one brand.
Brand Partnerships · Social Strategy
Sanofi — Unbranded Flu
What do you do when fear stops working?
1.8B+ earned reach
A flu campaign for brains too overloaded for one more warning.
Campaign Strategy · Health Comms
Cetaphil Baby
How does a new mom actually pick a brand for her baby?
Video completion 43% above benchmark
Generations made Cetaphil Baby the extension of her own ritual.
Consumer Insights · Creative Strategy
Kiehl’s × Zoolander 2
How far can serious skincare go on a joke?
900M+ impressions on zero paid media
The Derek Zoolander Center For People Who Don’t Age Good.
Earned Media · Brand Partnerships
Access
Some of this work is client-confidential.
Clinique, the org-design work, and Sprite are password-protected. Request the password → — I usually send it the same day.