Projects

McDonald's Travis Scott Meal

“McDonald's Travis Scott Promotion Is So Popular, It's Causing Burger Shortages” - TODAY.com

I led the PR and earned media strategy for the groundbreaking McDonald's Travis Scott Meal, in addition to working closely on talent negotiations and deliverables. The campaign quickly became one of the most successful campaigns in McDonald's history, generating over 3 billion traditional media impressions and a staggering 23 billion social media impressions. McDonald's experienced a 10% increase in sales during the campaign's launch month, while app downloads surged by 20%.

This campaign's success also earned over 10 industry awards. WARC Cannes Lion jury chair Nadja Bellan-White, Global Chief Marketing Office, Vice Media, described it as "the perfect cross-section of culture and effectiveness."

818 Tequila

“Kendall Jenner's 818 Tequila Isn't Just A Celebrity Product, It's A Multimillion-Dollar Entrepreneurial Endeavor” - Forbes

I played a key role in positioning 818 Tequila as a standout leader in the highly competitive spirits market, driving awareness of its award-winning taste and premium quality.

By securing top-tier media placements across targeted outlets, I amplified the brand’s presence and differentiated it from competitors. Additionally, I curated high-end experiences and activations at iconic events like NYFW, Art Basel, and Coachella, aligning 818 Tequila with cultural moments that reinforced its status as a top-tier brand. These efforts contributed to cementing 818 Tequila’s place as a sought-after, multimillion-dollar brand in the industry.

Harmless Harvest Coconut Water

“Harmless Harvest Dubs This The 'Thirstiest Summer In History' In Playful New Campaign” - Adweek

I led marketing and influencer partnerships for Harmless Harvest, positioning the brand as the premium coconut water in the market.

Through strategic campaigns, Harmless Harvest achieved record-breaking sales, with a 20% net lift in store visits and intent. The brand consistently outperformed in the Premium Functional Beverages category. Additionally, influencer partnerships played a key role in attracting high-profile influencers and managers, significantly boosting the brand’s visibility and demand.

Squeeze

“The Founders of Drybar Just Launched Your Next Self-Care Obsession” - Coveteur

When the founders of Drybar introduced Squeeze, an innovative massage concept, I was tasked with positioning it as a leader in the wellness space.

I developed a targeted media and influencer strategy, securing coverage in business, health & wellness, and regional Los Angeles outlets. Notably, I secured an exclusive with Fast Company, creating a media buzz that resulted in national and regional features in top-tier publications.

Additionally, I secured business-focused interviews with Brittany Driscoll and organized activations at prominent health & wellness events.

General Motors

“This Chevrolet VP Shared What It's Like Being a Female Exec in The Auto Industry” - Teen Vogue

General Motors aimed to expand its reach beyond traditional automotive media and appeal to a broader consumer audience. To achieve this, I spearheaded over 30 media and influencer drive programs targeting lifestyle, entertainment outlets, and key opinion leaders.

I also organized high-profile events and activations surrounding General Motors’ Diversity and its portfolio of brands: Cadillac, GMC, Chevrolet, Buick, and Maven. Through strategic partnerships and relationships, GM vehicles appeared at major events like Coachella and Stagecoach, and I played a key role in securing a 5-year collaboration with Create + Cultivate for Chevy.

In addition, I managed corporate communications for GM, which included spokesperson training, messaging, and coordinating speaking opportunities for executives, further elevating the brand’s presence.