Brand side
THE·TEAM, formerly Wasserman
Meta Hyperscape launch · Tissot × NBA partnership · Pinterest Holiday campaign
Creator strategy, campaign development and recommendations.
EXPLORE THE WORKSELECTED WORK
HERE’S WHAT I’VE BEEN WORKING ON.
Strategy, social, creators, live moments and the work of bringing people together.
01 / CULTURAL STRATEGY
YAZ
YAZ already had an audience. The question was how to make sure that audience understood where she was going. I developed audience research, positioning and rollout strategy around a shift from recognition to belief.
From creator to recording artist.
EXPLORE THE CASETHE·TEAM
02 / SOCIAL + COMMUNITY
Social doesn’t happen in a vacuum.
At THE·TEAM, formerly Wasserman, I worked across social strategy, community management, creator partnerships and cultural responsiveness. A lot of that means paying attention to what people are already talking about and figuring out when there is actually something worth saying.
COMMUNITY MANAGEMENT HIGHLIGHTS (PDF) EXPLORE THE WORK
03 / ARTIST + ENTERTAINMENT
KANII
Thinking beyond the release. My strategy work for Kanii looked into the larger artist ecosystem: positioning, audience, priority markets, fan experiences and opportunities surrounding the music.
EXPLORE THE CASE04 / CREATOR + BRAND PARTNERSHIPS
Both sides of the relationship.
Talent side
The Dime Agency
Adidas · Puma · Fear of God · Essentials · PacSun
Supported partnership campaigns involving NCAA and NFL athletes, coordinating deliverables, refining campaign narratives and aligning talent positioning with brand objectives.
EXPLORE THE CASEBeekman 1802
Community and influencer work supporting the Kindness Krew: creator campaigns, UGC, community programming and relationship management.
EXPLORE THE WORK
05 / LIVE MOMENTS
On the ground.
From fan trivia and setlist reveals to real-time Stories and performance coverage, I capture the moments that connect artists and audiences. That includes a Mariah the Scientist live show featuring CHXRRY.
EXPLORE THE WORK06 / COMMUNITY + EXPERIENCES
Some ideas need people in the room.
Black History Month Concert
Built the concept, led artist selection and produced Bentley’s first Black History Month concert with Wolfacejoeyy, from the artist conversation through the after-party.
EXPLORE THE EVENTSpring Day
Bentley’s flagship live program featuring Grammy Award-winning artist DJ Mustard. Production, promotion, vendor coordination and real-time problem solving for 4,200+ attendees and a $220K+ program.
EXPLORE THE EVENTBlack Admitted Students Day
A community-centered experience for prospective Black students and families. The class it engaged reached 6% Black first-year enrollment, compared with a typical 4%. The program continued after my involvement.
EXPLORE THE PROGRAMUnity Conference
Helped bring Bentley’s first Unity Conference to life, creating space for conversations about identity, inclusion and belonging. Part of a broader effort to make community programming a lasting part of campus life.
Red Bull
Brought Red Bull into the places people gather: music, sports, nightlife, campus and community. As a Field Marketing Associate, I executed 50+ activations across New England and distributed 2,500+ samples, connecting the brand with audiences through live experiences and direct interaction.
07 / MY INDEPENDENT PRACTICE
Culture Shift
Working directly with creators, artists, founders and talent across positioning, audience insight, cultural strategy, partnerships, brand development and rollout.
Selected engagements
YAZ · Artist positioning + rollout
ROLEXIE · Brand clarity + strategic direction
JANAJ · Positioning + brand strategy