Work

It started at Facebook, where I joined the Global Marketing Solutions team during the company's earliest hypergrowth years, when the advertising business was still mostly a hypothesis. I helped build and scale Sponsored Stories, Ads Manager, and Power Editor from the ground up, then built and led the North America Media Solutions team through the platform's steepest growth curve. The work I'm proudest of from that era is the quietest: I created and executed the media plan behind "Chairs," Facebook's first global brand campaign, built to mark the platform crossing 1 billion users.

From there I moved to Nike, running digital marketing across web, email, social, and influencers for Football (NFL/NCAA), Baseball (MLB/NCAA/Little League), and Men's Athletic Training, while also tracking Under Armour's brand and executive moves to shape our own category strategy. That's where I learned to launch a product at the scale of a cultural moment: the LeBron 12 launch and the Lunar Vapor Trout at the MLB All-Star Game both sold out completely, covered by Complex and Sneaker News, and I ran the executive hospitality programming behind both moments, plus the 2013 Super Bowl. The Nike Baseball work from that era is still online as a full case study. The sites I ran, nike.com/us-football, nike.com/baseball, and nike.com/training, and the channels, @usnikefootball, @nikebaseball, and @niketraining, are all still active.

Next was Snapchat, in the earliest days of its business model. I joined as one of the company's first marketing hires and built the go-to-market for its first monetization products: Brand Stories, Our Stories, and Discover. I also ran Creative Strategy and Product Marketing at the same time, building the brand narrative for a platform that had never needed to sell anything before, and led the executive hospitality and relationship programming at CES that helped secure some of Snapchat's first strategic partnerships.

At Airbnb, I led global brand marketing and social strategy across North America, APAC, and EMEA during the company's highest-growth years, and was a direct advisor to CEO Brian Chesky and the executive team on competitive strategy during major market moments. That included recommending and helping ship the mandatory "Instant Book" feature to reduce host bias, running the editorial strategy behind campaigns like the National Parks livestream and "We Accept," the response to Airbnb's discrimination crisis, and working with Legal and Public Policy to navigate short-term rental regulation across more than 20 global markets. It's also the era I'm most associated with publicly, between the Shorty, Cannes Lions, and Clio recognition for the social work my team built while I ran @airbnb. The full list is on the accolades page.

Gap brought me in next to build Hill City, the company's first new brand in a decade, from inside an established retail giant, running it as Global Head of Marketing and CMO. Hill City became the incubator Gap used to pressure-test digital transformation for the rest of the company, and the launch made enough noise that Adweek, Digiday, Fast Company, and CNBC all covered it. The brand's Instagram, @hillcityofficial, is still up.

After Hill City, Stitch Fix brought me in on contract to sharpen its brand strategy and stand up a dedicated go-to-market for its menswear line, Stitch Fix Men. I also uplevelled the structure and creative execution of the social team there, working alongside @stitchfix.

Meta is where it all came together. Over five years I led digital brand, executive social communications, and social B2B marketing strategy across the world's largest B2B social footprint, spanning YouTube, Instagram, Facebook, Threads, Twitter, and WhatsApp (@metaforbusiness, @instagramforbusiness, @whatsappforbusiness). That included leading the enterprise-wide deployment of Facebook's $80M rebrand to Meta, serving as a core advisor to the C-suite and a liaison to the White House through some of the company's most volatile stretches, and acting as an ongoing communications advisor to senior leaders including Joel Kaplan, Naomi Gleit, and Alex Schultz, including helping Alex launch his own book, Click Here: The Art and Science of Digital Marketing and Advertising. I also partnered with Legal and Policy on antitrust and regulatory compliance for marketing and product messaging across the US and EU, and built the competitive intelligence function that tracked how rival tech brands positioned their own executives publicly. In the middle of it, I founded and scaled Meta Prosper, the company's first revenue engine built to support AAPI small businesses, creators, and nonprofits. More on that advocacy work is on the board page.