Work

Global Director, Business Marketing & Communications / Executive Director, Meta Prosper

Led digital brand, executive social communications, and social B2B marketing strategy at Meta for five years, including the company's highest-stakes rebrand and its first business engine built for a specific community.

• The rebrand. Led the enterprise-wide deployment of Facebook's $80M rebrand to Meta, coordinating rollout across 100+ global channels. See the announcement →
• Performance integration. Led Performance Marketing integration across the full 3,000-person marketing organization, growing revenue by $100M+ in the first year.
• Global B2B. Owned marketing strategy, P&L, and operations for the world's largest B2B social footprint across YouTube, Instagram, Facebook, Threads, Twitter, and WhatsApp, driving $10M+ in incremental revenue and $5M in directly attributed revenue.
• Crisis strategy. Served as a core advisor to the C-suite and liaison to the White House. Built and ran a $3M crisis communications strategy that neutralized 100+ brand-damaging moments, turning what would have been a 27% year-over-year sentiment decline into a 5% gain.
• Executive communications. Served as an ongoing communications advisor to senior Meta leaders, including Joel Kaplan, Naomi Gleit, and Alex Schultz, counseling on media strategy, crisis response, and public-facing positioning.
• Meta Prosper. Built and scaled Meta's first revenue engine created to support AAPI small businesses, creators, and nonprofits, a $300B market opportunity. Reached 600K entrepreneurs and generated $1M in net profit in the first 12 months. Visit Meta Prosper →

Channels: @metaforbusiness, @instagramforbusiness, @whatsappforbusiness, @metaprosper

Director of Brand Marketing (Contract)

Brought in to sharpen Stitch Fix's brand strategy and stand up a dedicated go-to-market for its menswear line.

• Brand strategy. Defined Stitch Fix's brand strategy and campaign framework, including the go-to-market strategy for Stitch Fix Men.
• Social team. Uplevelled the social team's structure and creative execution.

Channels: @stitchfix, @stitchfixmen

Global Head of Marketing / CMO

Built Gap's first new direct-to-consumer brand in a decade from the ground up, and used it to pressure-test digital transformation for the rest of the company.

• Created and led the $10M go-to-market strategy for Hill City's launch. See the launch announcement →
• Directed a $3.7M marketing mix across digital (55%), content creation (24%), and print/direct mail (13%), running the full-funnel customer journey from awareness to conversion across web, email, search, and social.
• Managed an $8M+ P&L and a $3M OPEX budget across a cross-functional marketing team.
• Drove $4M in net profit within the first four months.
• Launch contributed to a 15% increase in Gap Inc.'s market cap.

Channels: @wearehillcity

Press: Adweek, CMO Moves, Digiday, Advertising Week Briefing, Fast Company, CNBC

Global Head of Social Marketing & Editorial Content

Ran social, editorial, and product marketing input during Airbnb's highest-growth years, connecting brand storytelling directly to bookings and host growth.

• Led the global brand marketing strategy across 20+ markets in North America, APAC, and EMEA, managing a $7M budget that drove 40% revenue growth in digital channels and a 15% lift in lead generation.
• Recommended and helped ship the mandatory "Instant Book" feature to reduce host bias, boosting bookings 15% month over month. More on Instant Book →
• Built digital attribution models that delivered a 20% surge in bookings and 11% year-over-year host growth.
• Ran a $2M editorial strategy built on social listening, growing social channels 388% and lifting site traffic 5 to 8% quarter over quarter. See how the strategy played out →
• National Parks "slow TV" livestream campaign: 2.5M impressions in 12 hours, 98% positive sentiment, Shorty Awards finalist, Facebook Live Gold Distinction. See the Shorty Awards entry →

Channels: @airbnb

More from this era: "Live There" campaign case study, "Don't Go There, Live There," Effie Gold winner, "#LiveInTheMovies," Cannes Lions, "We Are Here", "We Accept" campaign, Best Brand on Instagram, Shorty Awards

Global Director, Marketing & Partnerships

Joined as one of Snapchat's early marketing leads and built the go-to-market for its first monetization products.

• Launched the inaugural product marketing strategy for Snapchat's core revenue features (Brand Stories, Our Stories, Discover), driving a 200% month-over-month revenue surge. See the Discover launch coverage →
• Ran Creative Strategy and Product Marketing simultaneously, managing a $4M OPEX budget for global experiential partnerships.

Global Director, Digital Brand Marketing (Football, Baseball, Men's Athletic Training)

Directed digital marketing (social, web, email, influencers) infrastructure for four multi-billion-dollar categories: Football (NFL/NCAA), Baseball (MLB/NCAA/Little League), and Men's Athletic Training.

• Drove a 16% year-over-year increase in global category revenue across Football, Baseball, and Men's Athletic Training. See the Nike Baseball case study →
• LeBron 12 launch: $4M global digital strategy, 100% sell-through, record season sales. See the launch recap →
• Lunar Vapor Trout launch at the 2014 MLB All-Star Game: $5M go-to-market, 100% sell-out, up to 400% increase in brand impressions. See the Lunar Vapor Trout coverage → / Sneaker News coverage →

Channels: @usnikefootball, @nikebaseball, @niketraining

Sites: nike.com/us-football, nike.com/baseball, nike.com/training

Lead, Tech / Social Commerce / Travel, Global Marketing Solutions

Joined during Facebook's early hyper-growth years and helped build the advertising products and marketing infrastructure that turned the platform into a global commercial engine.

• Ad product incubation. Partnered directly with product engineering to launch and scale Facebook's foundational advertising ecosystem, including Sponsored Stories, Ads Manager, and Power Editor, generating a combined $310M in new revenue in the first year. More on Power Editor →
• Team building. Built and led the North America Media Solutions team through Facebook's hyper-growth phase, running marketing strategy and deployment for the platform's largest global commercial partnerships.
• The 1 billion milestone. Created and executed the media plan for Facebook's first global brand campaign, "Chairs," which anchored the narrative for the platform's historic milestone of 1 billion active users. See the campaign coverage →