WORK
Código Tequila:
Brand Positioning Código 1530 entered as a premium, founder-backed tequila in a category crowded by celebrity party brands. The opportunity was to offer something deeper. We uncovered a growing desire for authenticity in a post-truth world, giving rise to the Spiritual Cowboy: independent, esoteric, guided by an inner code. Positioned as a ritual object, Código reframed tequila as a threshold and a truth worth sharing.
To shape its world, I curated a mood-forward tasting with tastemakers across fashion, music, and lifestyle. Instead of testing messaging, we immersed in their vibe, codes, and rituals. These insights anchored the esoteric-meets-grounded campaign that became Live Your Code
Maru Hi:
Circle SessionsAs Maru Hi prepared to launch a new flavor pack and expand beyond California, I led a series of Circle Sessions with Gen Z friend groups and service industry peers to guide year-two creative.
Set in a candle-lit, playlist-scored space, the sessions felt more like a hangout, designed to match the brand’s glowy, sessionable energy. We surfaced emotional tone, flavor codes, and social cues shaping identity and belonging. The conversations helped validate creative tone and manner, expand the context of consumption, and inspire new partnership angles, grounding the next phase of storytelling in real cultural behavior.
Cricket Muse RoomsAs part of a shift toward strategic audience refinement, we developed a Gen Z creative target to help Cricket move beyond undifferentiated mass-market messaging. To bring this target to life, I created a series of immersive Muse Rooms. After we interviewed 10 culture-makers in two non-coastal markets, I transformed their stories into multi-sensory rooms with a guided talk, the experience layered with scent, music, visuals, and locally resonant objects. It became a bridge between research and storytelling, helping the brand move from assumptions to attunement.
Contentsquare: Humanizing AnalyticsI led strategy for Contentsquare’s global repositioning, reframing the platform as an intuitive technology attuned to the body’s signals in a digital world. Rather than just tracking clicks, it reads digital body language, capturing how people actually feel online, and helping brands respond to those unspoken cues. This wasn’t just a story about UX optimization. It was about restoring embodiment to digital space surfacing the subtle, emotional undercurrent of our online behaviors.
eBay C2C: Make Space
for the Joy of What
Comes NextI led strategy for eBay’s C2C business, reframing peer-to-peer selling as an act of emotional renewal. We built the platform around a simple but powerful human truth: there’s joy in letting go and meaning in knowing your item will find its next chapter with someone else. Rather than position resale as pure utility, we treated it as a transitional ritual: you’re not just emptying a closet or making extra cash, you’re making room for growth, change, and new stories to begin.
LinkedIn:
Small StepsAs COVID-19 reshaped the job market overnight, LinkedIn needed to reconnect with jobseekers facing loss, uncertainty, and stalled momentum. The goal: reassert the platform’s value not as a place for perfect resumes, but as a space for rebuilding.
I co-developed the strategy and unlocked the campaign’s emotional center, reframing career growth around the dignity of small, daily steps. The line “Every Little Step” became both a creative anchor and cultural insight: progress, especially in crisis, is incremental.