Portfolio

H&R Block

A screenshot of a news article titled "H&R Block is staging a fake reality show on a tropical island to get Gen Z to care about taxes." The top image shows five young adults in swimwear on a tropical beach with palm trees, with a pink neon sign that says "RESPONSIBILITY." Below are two video frames with the labels "Swifter" and "Mike," featuring two men in a green-lit room and a modern office setting. The bottom image is a promotional banner for a program called "Fund Her Future" showing two women smiling, with the subtext "H&R Block's Business Grant for Women."
Screenshots of social media posts and advertisements related to H&R Block, including a promotional video about tax season, a message apologizing for a mistake, and a post praising a tax refund, with a person wearing headphones and a green background with white text.
Collage of two photos: the first shows a food truck labeled 'W-2 Brew' and two women standing nearby, one in a black coat and another in a pink coat; the second features a mascot dressed as a businessperson at a baseball stadium with a clear blue sky and crowd in the background; a newspaper article titled 'How H&R Block is helping to close the sponsorship equity gap for female college athletes' with images of female athletes.

  • Responsibility Island

    Developed a branded-entertainment micro-series parodying reality TV—a “dating show” that turns into a responsibility boot camp—with four short comedic episodes debuting on Roku and YouTube. Achieved measurable impact: drove a reported 31 % lift in brand awareness and a 15-point increase in brand consideration among Gen Z.

    TikTok Challenges + TopView Campaigns

    Led campaigns for custom TikTok Hashtag Challenges and paid TopView campaigns. The #DIYWithBlock campaign surpassed 1 billion views.

    Fund Her Future Grants

    Built a multi-year campaign, starting with microgrants to LGBTQ+ owned businesses, evolving into ‘Fund Her Future’ aimed at helping female-owned businesses.

  • Culture Marketing

    Led social media team in developing real-time reactive content to spur engagement.

    Reddit x Taylor Swift

    Worked with media team to secure a Reddit takeover on the r/TaylorSwift for the day After Superbowl 2024 with custom creative.

    Snapchat Filters

    Developed concepts for paid snapchat campaigns that created an engaging moment for consumers.

  • A Fair Shot

    Led a multi-year campaign celebrating female collegiate athletes and educating around NIL deals. We partnered with 50+ athletes to create TikTok, Instagram and YouTube content.

    Twitch Streams

    Partnered with Twitch influencers to host branded streams during Tax Season.

    Ongoing Influencer Work

    H&R Block worked with a roster of influencers throughout each year to promote tax services, campaigns or limited time promotions.

  • Superbowl: Guy’s Flavortown Tailgate

    Partnered with Guy Fieri’s Touchdown Tailgate event at Superbowl 2023. The tailgate event hosted 10,000 patrons as a free event adjacent to the stadium. H&R Block engaged with customers, and gave a way a trip to two lucky winners.

    W2 Brew

    Hosted three coffee trucks around NYC H&R Block locations (Queens, Brooklyn and Times Square) providing free coffee to New Yorkers, localized promotions, and photo ops with our mascot.

    Chicago Baseball Activations

    Activated around opening weekend for the Chicago Cubs and Chicago White Sox. We brought local tax pros to provide real-time tax help, local promotions, and captured social media content around the games. 

Garmin

A woman participating in a marathon, holding a medal, with runners behind her; the second image shows a smartwatch, a medal, and view of the runner's legs and shoes.
A collage of outdoor adventure scenes including a woman standing on rocky terrain overlooking a desert landscape, a smartwatch displaying Spotify music, and a group of people jogging along a lakeside trail.
Top: Image promoting a 10K a day challenge; a person wearing a fitness tracker shows a step count of 10,000. Bottom: Two Starbucks cups with watches displaying barcode and Starbucks logo, one white and one black, on a coffee shop counter.

  • Podcast

    Launched Garmin’s Podcast “Life on the Outside.” I helped source guests, create episode overviews, and build the strategy for all surrounding content.

    Women of Adventure

    Garmin highlighted women who excelled across the world of outdoor sports, featuring a diver, a photographer, a base jumper and more. These women partnered with Garmin for live streamed interviews, in-depth pieces, podcast episodes, and later into 2021, a launch of a children’s book.

    #10KADay

    In Spring 2020 as most around the world were in lockdown, stuck in their homes, Garmin launched a campaign “10KaDay” to encourage Garmin watch users to get 10,000 steps each day- without leaving home. With social media content, a new badge available within the Garmin Connect app, and a giveaway, thousands of users joined the challenge.

    Partnership Marketing

    Led social media marketing with key partners including Starbucks, Disney and Spotify. Partnerships involved contract discussion, social media content, photoshoots, and product integrations.

  • Ambassador Program

    Led multi-year ambassador program with 100+ ambassadors who promoted Garmin products, represented Garmin at key events, and provided product feedback.

    Sponsored Athletes

    Worked alongside sponsorship team for agreements with professional athletes across a spectrum of sports (running, cycling teams, motocross, fishing, and more). Coordinated social media campaigns with sponsored athletes and event takeovers.

  • REI Outessa

    Partnered with REI for their Outessa events- women only wilderness retreat weekend. Garmin brought two ambassadors, as well as Garmin trainers to run classes on site.

    Industry Events

    I helped conceptualize and plan Garmin’s presence at a number of Industry events included races like Lululemon SeaWheeze or the Cherry Blossom Run in Washington D.C. Additionally, supported sales teams at sales-forward events like Osh Kosh (aviation), FLIBS/MIBS (marine) and others.

BarkleyOKRP

Top image shows a large crowd attending a live outdoor music concert at a festival called '90s Fest.' The stage features a musician playing guitar, with a large screen to the right displaying 'LISA LOEB.' The bottom left image shows a man and a boy on television during a show called 'Today,' with the man holding a championship belt, suggesting a wrestling interview or segment. The collage on the right features various desserts, ice creams, candies, and baked goods, including cookies, cupcakes, and ice cream cones.
Two overlapping images: one of a train station with travelers and trains, and the other of a person giving a cooking demonstration to a group of women at a dining table indoors.
Top image shows a man in a kitchen preparing food with a green and white kitchen tool. Bottom image shows three women holding a large plate with a cooked turkey.

  • Oversaw all social media strategy, content, community management and analytics for the following clients:

    • Blue Bunny Ice Cream

    • Ball Canning

    • SunnyD

    • Cargill (Honeysuckle White Turkey)

  • Eurostar

    Planned and coordinated an international trip, bringing U.S. based food bloggers to London and Paris. The influencers received custom itineraries and private events, followed by a VIP Eurostar train experience to Paris.

    Cargill (Honeysuckle White Turkey)

    Partnered with mom influencers to create a Thanksgiving video, Buzzfeed paid campaign and social media organic content.

  • SunnyD

    Planned an activation at 90’s fest music festival held in Brooklyn, NY. Provided product sampling, photo ops, and social content capture.

    Ball Canning

    Led planning for annual “Can it forward day” event, held in multiple cities. Events were live streamed and featured guests celebrity chefs as well as social media giveaways and promotions.