Selected Work
Coordinated response following the devastating floods that deeply impacted the company’s home base.
Role: Managed worldwide media inquiries and prioritized outreach, identified high-impact coverage opportunities and coordinated national interviews including CBS News. For this interview in particular, I partnered with executives and plant leadership to manage logistics, developed messaging, and ensured a thoughtful, aligned response across digital, in-store and customer service channels.
National media coverage following a product launch and brand partnership, positioning the charm as a seasonal holiday gift and bestseller.
Role: Developed the media angle, created and tailored national pitches, coordinated media materials and photo assets, and led nationwide outreach. Secured statewide coverage, including a featured inclusion in Texas Monthly, driving holiday visibility, partnership awareness and positioning the charm as a top seasonal seller.
A performance benchmark illustrating sustained engagement leadership in a competitive category.
Role: Built a data-driven social strategy focused on engagement, testing and audience insight. By analyzing what customers engaged with and adjusting content accordingly, I shaped the brand’s content strategy around customer behavior rather than vanity metrics. This approach consistently delivered industry-leading engagement, achieving ~1.88% engagement compared to the nearest jewelry brand at ~0.36%.
An integrated media relations approach supporting brand campaigns, product launches, new stores and long-term brand programs.
Role: Led media relations strategy across campaigns, including press release development, national media pitching, Newswire distribution, media list development and journalist engagement. Managed media inquiries and interviews, oversaw contractor-written releases and led campaign-wide promotion that supported brand storytelling and visibility.
An enterprise-wide customer content program designed to showcase real customers and strengthen trust in the brand.
Role: Developed the concept, managed vendor selection and implementation, partnered with customers and led the integration of imagery into web and brand channels. Built a permanent content system and trained teams on curation. The initiative elevated brand trust, increased sales by showcasing jewelry on customers and saved the company $1M+ one year by replacing model-based imagery.
A national giveaway and hashtag campaign designed to drive engagement, UGC, and in-store traffic.
Role: Lead strategist and owner — concept creation, creative direction, and integrated execution across social, in-store and internal teams.
A structured messaging framework to prepare leadership for high-visibility local media interviews.
Role: Managed processes, coordinated interviews, shaped focus and developed executive-voice briefing guides for C-suite, VPs and regional leaders.
A living brand voice system that evolved from a small-team social tool into an enterprise-wide customer communication framework.
Role: Developed to ensure consistency in voice, tone and community management, it evolved into a long-term governance system used across social teams and customer service. The framework expanded to include response language, sensitive topics and community management standards, scaling from a small internal team to cross-functional use.
A full organizational collateral system supporting mission storytelling, donor engagement and community trust.
Role: Developed the creative concept and narrative strategy, wrote all content, interviewed executives for leadership messaging, hired and managed designers and photographers, and led production of annual reports, brochures, newsletters and marketing collateral. Built a complete communications system that supported fundraising, credibility, and stakeholder engagement.
For a broader view of my work — including strategy documents, campaigns, internal communications and additional projects — you can explore more here:
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