Rapid A/B testing
& creative pivot

Client LEE (Leadership for Educational Equity)
Year 2026

At LEE, recruiting qualified member candidates to run for government office during an election year creates a major friction point, especially when you have minimal to no pre-existing candidate journey, few historical touchpoints, and a short runway.

To bridge this gap, our marketing team designed a rapid acquisition strategy focused on generating qualified member leads and passing them directly to our executive leadership team for personalized, 1:1 outreach.

Because time didn't allow for a traditional nurture sequence, we anchored our approach in an agile, multi-channel testing framework:

  • Targeting & Multi-Channel Deployment: Mapped our core member audience across LinkedIn and Email, where target candidates were most active, while maintaining supporting outreach on Facebook and Instagram.

  • Frictionless Conversion Architecture: Introduced seamless entry tools like LinkedIn Lead Gen Ads and ManyChat, allowing members to raise their hands directly within native platforms without external drop-off.

  • Dual Offer & Creative Testing: Evaluated a high-commitment offer (1:1 Coaching) against a low-barrier asset (a Downloadable Candidate Checklist), while simultaneously testing visual-first assets against text-heavy layouts to gauge attention span, copy length, and messaging hooks.

  • Real-Time Data Capture: Locked in pre-launch reporting dashboards to continuously evaluate incoming data and immediately pivot budget toward top-performing variations.

The incoming data quickly confirmed my initial hypothesis: members weren't ready to leap straight into a high-commitment coaching ask on a short runway. However, the data showed strong interest when we paired the downloadable checklist with visual-first creative. Testing across 5 ad sets not only unlocked immediate conversions, but also gave us long-term behavioral insights into our audience that will guide future campaign strategies.

Crucially, this low-barrier entry point still captured full candidate contact details, giving leadership the data needed for warm, high-touch follow-up.

Key Results:

  • 31.7% Lead Form Completion Rate — Converting nearly 1 in 3 users who opened the form.

  • 20% to 60% Lower Cost Per Lead — Significantly outperforming standard LinkedIn B2B cost benchmarks.

  • 0.74% Click-Through Rate — Exceeding platform averages by 25% to 65%.

  • Pipeline Delivered — Handing off a batch of warm, pre-qualified candidate leads directly to leadership to initiate 1:1 outreach.

Ultimately, this campaign demonstrated that when the runway is short and the ask is significant, marketing’s role is to lower friction, test visuals and messaging hierarchy, and build the data bridge that enables executive leadership to close high-stakes connections.

Website redesign &
digital refresh

Client Support+Feed
Year 2025

Support+Feed came to me with an outdated, non-performing WordPress template that was actively hindering their growth. I led a full redesign to deliver a site that matched their brand: intuitive, fully accessible, community-driven, visually consistent, and far easier to run behind the scenes.

What I Did

  • Figma UI/UX & Flow: Using the brand guidelines I previously developed, I redesigned the site interface, mapped clear navigational paths, and structured content hierarchy to prioritize their key goal areas, specifically the Homepage, Programs, and Recipe hub.

  • Conversion-Driven Homepage: Embedded an integrated donation form directly on the homepage to capture visitor interest immediately and reduce friction for supporters.

  • Developer Collaboration: Partnering with a UX developer, we chose Elementor as our main foundation. By drastically reducing custom code, we eliminated technical overhead and handed the client full control over daily page management without needing a developer for every tweak.

  • Accessibility First: We rebuilt core page templates to ensure a seamless, clear, and usable experience for all visitors.

The Impact: The fresh design, clearer pathways, and strategic homepage updates drove an immediate, measurable jump across key metrics:

  • Massive Donation Growth: Placing the embedded donation form directly helped revenue surge 138.6% year-to-date.

  • Recipe Engagement Skyrocketed: Strategic layout choices paid off, pushing Recipe content from the 4th most-visited page to the #2 spot site-wide.

  • Huge Traffic Boost: Active users grew 54.4% (79K to 122K) and new users jumped 55.7% (79K to 123K).

  • Deeper User Interaction: Site events climbed 81.8% (506K to 920K), while average engagement time rose 32.3% (31s to 41s).

Global creative direction
& brand execution

Client Overheated
Year 2022-2024

As Creative Director since inception, I led the comprehensive visual identity and multi-channel creative execution for Overheated, a high-profile climate action event launched at London’s O2 Arena in partnership with Billie Eilish. Designed to bring together climate activists, thought leaders, artists, and global youth, the initiative created a live and digital space for urgent environmental discussions, community building, and actionable solutions. My role focused on establishing a cohesive visual identity that bridged large-scale physical arena experiences with a massive global livestream audience.

To translate a complex, high-stakes global initiative into an engaging and accessible brand experience, I executed an end-to-end creative ecosystem across physical, digital, and print channels:

  • End-to-End Visual Identity & Brand Stewardship: Established and maintained brand consistency across all touchpoints, overseeing the ongoing evolution of visual assets while integrating legacy elements into a modern event system.

  • Environmental & Arena Graphics: Conceptualized and designed large-format physical touchpoints, including LED banners, lower thirds, panel cards, and venue environmental graphics across major global venues, including the UK’s O2 Arena.

  • Digital Architecture & Livestream System: Built and maintained the official web platform while designing broadcast-ready graphic packages optimized for global livestreams via Billie Eilish’s official YouTube channel.

  • Strategic Creative Partnerships: Collaborated with WeTransfer to co-produce and design the Imperfect Advocate Manifesto, turning core campaign principles into a widely distributed digital and print asset.

By pairing bold visual storytelling with seamless cross-platform execution, the initiative achieved massive cultural reach and drove measurable real-world sustainability outcomes:

  • 1,450% Surge in Web Engagement: The digital platform experienced an explosive +1,450% increase in web traffic, expanding the movement's digital footprint globally.

  • 500,000+ US Livestream Viewers: The 2024 U.S. debut in Atlanta reached over half a million live viewers, establishing a proven blueprint for global digital distribution.

  • Direct Environmental Impact: Influenced major operational sustainability upgrades at the O2 Arena, the UK’s largest indoor venue.

  • International Expansion & Partnership Growth: Secured high-profile coverage across major global publications, formed strategic production partnerships, and successfully scaled the event framework to expand into additional international cities for 2025.

Ultimately, this project demonstrated how intentional creative direction can elevate high-stakes environmental advocacy, building a resilient visual identity that scales seamlessly from physical arenas to a global digital audience.

Multi-disciplinary digital
strategy & agency growth

Client Third and Grove
Year 2019-2022

Third and Grove is an award-winning web design and digital agency that initially brought me on as a specialized social media contractor. Over a four-year engagement, I strategically expanded my scope, evolving from targeted campaign support into a core lead for the agency's end-to-end content production, digital marketing strategy, and industry recognition initiatives.

To elevate Third and Grove’s market position, drive organic engagement, and streamline agency communications, I took ownership of several key operational and marketing pillars:

  • Omnichannel Content Strategy & Authoring: Authored thought leadership articles, blog posts, and educational industry resources focusing on modern web development, agency best practices, and CMS ecosystems (WordPress and Drupal).

  • Brand Building & Social Media Growth: Developed and executed tailored social strategies across primary platforms to amplify agency case studies, client wins, and technical insights to a B2B audience.

  • Email Marketing Architecture: Managed end-to-end execution of regular client and partner newsletters, maintaining consistent cadence, brand alignment, and subscriber retention.

  • Web Governance & Policy Standard: Applied best-practice web standards, accessibility principles, and content governance guidelines across digital touchpoints to optimize user experience.

  • Industry Awards & Recognition Coordination: Spearheaded submission workflows, case study curation, and project management for major web design and development award shows, securing industry validation for client work.

Over four years of continuous refinement and cross-functional leadership, this expanded strategy delivered sustained growth across brand visibility, content output, and audience retention:

  • Elevated Social Engagement: Significantly increased organic audience interactions and brand visibility across digital channels.

  • Scalable Content Operations: Increased high-quality publishing velocity, positioning the agency as a go-to thought leader in web strategy and the WordPress and Drupal ecosystems.

  • Consistent Audience Retention: Maintained a reliable newsletter delivery schedule, boosting recurring click-throughs and stakeholder nurture channels.

  • Industry Award Recognition: Successfully coordinated high-profile award show submissions, contributing to the agency’s reputation as an industry-recognized leader.

Ultimately, this long-term partnership demonstrated the value of a flexible, multi-disciplinary marketer, capable of bridging content creation, technical CMS knowledge, and strategic marketing execution to scale an agency's digital footprint.

Brand identity & strategy architecture

Client OMNI Foods
Year 2022

OMNI Foods is an internationally recognized plant-based food company expanding its presence into the United States market. Following a global logo and packaging redesign, the brand faced a critical challenge: a lack of unified visual and verbal guidelines across U.S. channels. This ambiguity created internal operational friction and external consumer confusion, most notably around brand nomenclature, where inconsistent variations (such as OMNI, Omni, OMNIFOODS, OmniFoods, and Omni foods) diluted brand equity during a high-stakes market expansion.

To establish brand clarity and align creative execution with long-term U.S. growth strategy, I authored comprehensive brand guidelines designed to standardize internal alignment and external market positioning:

  • Brand Nomenclature & Verbal Strategy: Standardized official brand naming conventions, usage rules, and tone-of-voice frameworks to ensure a consistent brand identity across internal stakeholders, agency partners, and external media.

  • Visual Identity Systems: Built clear rules for applying the updated logo, color palettes, typography, and iconography across packaging, digital platforms, and marketing collateral.

  • Omnichannel Brand Governance: Created execution standards for social media, retail point-of-sale assets, and digital campaigns to maintain brand integrity across all touchpoints.

  • Cross-Functional Enablement: Delivered actionable documentation and asset libraries that empowered product, marketing, and sales teams to launch consistent U.S. campaign collateral rapidly.

Ultimately, this initiative highlighted the critical role of brand governance in international CPG expansion, proving that clear verbal and visual standards protect brand equity, lower marketing friction, and accelerate consumer trust in new markets.

Brand redesign & digital experience for Nic’s on Beverly

Client Nic’s on Beverly
Year 2021-2023

Nic’s on Beverly was a premier upscale plant-based restaurant in Los Angeles, supported by notable investors and frequented by celebrities and the culinary elite. To match its high-end dining experience with a modern visual presence, the restaurant hired me to reimagine its menu architecture and digital storefront.

Starting with a single creative concept image, I developed three distinct visual mockups that captured the venue's sophisticated yet playfully casual atmosphere, securing client approval in the first round of design reviews. Following the website launch, I transitioned into an ongoing monthly partnership to maintain design consistency and brand governance across all touchpoints.

To elevate Nic’s on Beverly’s visual identity and digital guest journey, I owned the design strategy from initial concept through continuous monthly execution:

  • Web Design & UX Architecture: Redesigned the restaurant’s official website from the ground up, prioritizing mobile responsiveness, sleek aesthetics, and effortless reservation flows for an elite clientele.

  • Print & Menu Design System: Developed print layouts for seasonal food, cocktail, and private dining menus, pairing typography with the restaurant's signature chic aesthetic.

  • Rapid Conceptualization & Creative Direction: Transformed abstract client inspiration into three high-fidelity design directions, achieving first-round approval on the core visual concept.

  • Ongoing Brand Maintenance & Growth: Served as a monthly creative partner, updating digital and physical collateral continuously to reflect seasonal menus, special events, and brand announcements.

By aligning the digital and physical touchpoints with the restaurant's high-end dining environment, the refreshed brand identity delivered immediate results in customer engagement and online performance:

  • Sustained Web Traffic & Engagement: Significantly increased online visitors and extended average page session duration across the new website.

  • Rave Customer Reviews: Generated enthusiastic patron feedback regarding the readability, aesthetic appeal, and luxury feel of the refreshed menus.

  • Unified Brand Presence: Established a cohesive visual theme across print, web, and digital channels that reinforced the venue's reputation among LA's culinary scene.

Ultimately, this project underscored the impact of intuitive, high-end hospitality design, proving that aligning physical dining assets with a polished digital experience directly drives guest engagement and brand prestige.

Global campaign architecture for the Support+Feed Pledge

Client Support+Feed
Year 2021-2026

The Support+Feed Pledge is their cornerstone marketing initiative designed to turn environmental awareness into individual action. By inviting participants to eat one plant-based meal a day for 30 days, the campaign demonstrates tangible environmental impact. As Creative Director, I owned the multi-channel creative direction and content strategy, building a scalable campaign identity that translated high-level climate messaging into a compelling global movement.

To drive campaign awareness, drive pledge sign-ups, and engage audiences both online and on the ground, I designed an integrated digital and physical creative ecosystem:

  • Omnichannel Content Strategy & Execution: Authored and designed campaign collateral across all primary touchpoints, including high-converting landing pages, website architecture, social media assets, and email sequences..

  • On-the-Ground Activation Design: Conceptualized immersive event assets, booth designs, and physical collateral for festival and tour tabling, bridging digital campaigns with live audience engagement.

  • Co-Branding & Partner Enablement: Created flexible visual frameworks that allowed seamless co-branding with major corporate partners, tour sponsors, and high-profile activists.

  • Audience-Centric Messaging: Framed environmental statistics into empowering, action-oriented narratives tailored to resonate across diverse youth, music, and activist demographics.

By pairing clear visual storytelling with massive cultural touchpoints, the ongoing pledge campaign continues to deliver extraordinary global reach and engagement:

  • Massive Campaign Adoption: Engaged over 90K+ pledge-takers globally, establishing a strong, ongoing community committed to sustainable choices.

  • High-Profile Cultural Reach: Partnered with world-renowned activists, political figures, and artists to amplify campaign messaging across global media.

  • Major Festival & Tour Presence: Successfully executed tabling activations at premier music festivals (Coachella, Lollapalooza, Outside Lands, Something in the Water) and world tours (Billie Eilish, Metallica, Paramore, Blink-182, Odesza).

  • Enterprise Corporate Partnerships: Secured strategic alignment and co-branded distribution with globally recognized top-tier brands and corporations.

Brand launch &
multi-channel strategy

Client Switch4Good
Year 2019

Switch4Good is an evidence-based non-profit organization advocating for dairy-free living and athletic performance. Initially brought on as a contracted social media strategist during the organization's inception, I quickly expanded my role to lead end-to-end creative direction for visual assets and brand infrastructure before the brand launched on the national stage.

To transform an emerging non-profit concept into a recognized movement, I executed a cohesive brand system across digital and physical touchpoints:

  • Brand Infrastructure & Guidelines: Authored comprehensive brand guidelines to unify visual identity, messaging tone, and asset usage across internal teams and external agency partners.

  • Digital Performance & Social Strategy: Designed digital ads, social media campaigns, and interactive web assets to drive community awareness and audience growth.

  • Physical Asset & Event Collateral: Created print media and educational handouts to support ground-level activations and outreach initiatives.

  • Cross-Functional Creative Leadership: Bridged campaign strategy, graphic design, and content creation to ensure consistent brand execution across every public touchpoint.

Ultimately, this engagement demonstrated the power of multi-disciplinary creative leadership in early-stage brand building, proving that a strong visual foundation accelerates advocacy, builds credibility, and converts new movements into global brands.

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