• Develop and launch products for Moor’s Brewing Co., an adult beverage company that produces craft beers that target African American consumers and the residual audiences that adopt the cultural aesthetics and nuances of Black culture• Utilize market research to identify and capture the target audience through an analysis of craft beer industry trends, African American brand adoption, and affinity rationale, identifying opportunities to further penetrate the craft beer space• Leverage consumer insights to establish the brand’s point of differentiation and value proposition, positioning Moor’s as a badge brand within the craft beer landscape• Led the brand development process through naming strategy, brand story and essence, style guide, product packaging, & brand messaging• Deliver upon a consumer engagement strategy that focuses on 1:1 interactions and two-way social media communications to build awareness, gain trial and ultimately funnel consumers to purchase and become brand evangelists • Measure ROI of online and offline engagements through quantitative and qualitative data and analytics captured through surveys and live-response interactions • Identify opportunities and forge partnerships that allow the brand to borrow equity from relevant individuals, entities, and experiences, reinforcing the badge brand notion while earning social currency • Measure success against defined KPI’s and benchmarks, evaluating key learnings and instituting best practices to continually improve the consumer experience and impact the drive to purchase• Develop and manage an editorial calendar, authoring ad copy, VO scripts, and social media communications • Steadily lift social media metrics, garnering over 1M FB & IG impressions and yielding 38K+ engagements, 30K+ Likes/Reactions, and 48K+ lifetime hashtag engagements to date• Executed 90+ On and Off-Premise events, conducting over 2K+ 1:1 engagements, distributing 3.6K+ samples, and capturing 450+ consumer surveys

Dynamic Creative Director with a proven track record in conceptualizing and executing innovative experiential solutions for high-profile trade shows. Led multidisciplinary teams in the design and delivery of impactful attendee journeys, notably driving profitability and success in key projects. Recognized for strong collaboration, consultative client engagement, and a deep understanding of audience interaction within live environments.Accomplishments:- Conceptualized, developed creative strategies and spearheaded the activation for major trade shows including Outdoor Retailer, Snowflake, IAAPA, Republic, Modern Day Marine, and Pizza Pasta (most profitable project for the team) leading to enhanced brand presence and audience connection.- Directed a multidisciplinary creative team, fostering collaboration among 2D and 3D designers to ensure cohesive and impactful design execution at events.- Executed successful onsite activations, translating creative concepts into engaging live experiences that resonated with attendees and fulfilled client objectives.- Led consultative discussions with clients, employing a marketer's mindset to align experiential solutions with business goals and key messaging.- Delivered influential presentations and proposals, leveraging storytelling and public speaking skills to effectively communicate creative visions to stakeholders.- Maintained a strong awareness of industry trends and technology, integrating cutting-edge solutions to enhance attendee engagement and interactions- Managed project budgets and timelines, ensuring financial stewardship while delivering high-quality creative solutions.- Acted as a liaison between various departments and partners, facilitating seamless collaboration and execution of event strategies across multiple stakeholders.- Oversaw project timelines and deliverables, balancing efforts across several significant projects while ensuring high standards of quality and creativity.- Cultural Leader Award

• Fulfilled role as Producer for the Nike Diamond Sport “Play New” Experience, a pop-up execution centered around encouraging youth to participate in Diamond Sports as a means of exercise and enjoyment• Interfaced with the client throughout the development and activation process, ensuring event objectives were met, delivering updates, and gaining approvals pertinent to event execution • Conducted site visits to map the event space, determining the size and scale of potential interactive elements and measuring wall space & surfaces for brand elements and signage• Participated in the development of the experiential design, ideating elements that aligned with the brand’s objectives and creating engagement zones with interactive touchpoints throughout the footprint• Developed a presentation deck outlining the activation plan, working with the creative team to provide the client with a 3D visual reference of the event space and a description of the consumer journey from awareness of the event to on-site participation, detailing the activation elements and instruction on how event attendees would be engaged on-site• Provided client with a POV that analyzed socioeconomic and psychographic data of the target audience used to calibrate interest, willingness to participate in, and enjoyment of the event and its elements • Sourced, contracted, and managed all communications with vendors essential to the execution of the event - EMT, Security, Transportation, Janitorial, Brand Ambassadors, Engagement Activities, Food & Beverage, etc.• Identified and invited inner-city youth organizations to participate in the event experience• Engaged 300+ youth participants during the 7-day activation period

• Served as Marketing & Entertainment Director for CHI-Together, a socially safe entertainment experience that leveraged the nostalgia of drive-in movies and the excitement of festival-style outdoor stage performances• Developed a promotional matrix utilizing social media platforms to engage consumers and drive attendance to the events• Created editorial calendar and authored copy for event promotions and consumer-facing communications• Conducted promotional tactics that encouraged consumers to submit content to be displayed on-screen during the event rewarding participants with tickets to the experience• Managed and executed contracts and rider processing for 60+ talent bookings • Strategically aligned talent type and performance content with the movie genre and sentiment to ensure a seamless and wholly relevant entertainment experience • Created a talent filing system that housed all information pertaining to the talent’s performance including logos, bios, weblinks, and social media handles• Incorporated charitable donation component to the event promotions, encouraging attendees to donate non-perishable food items for discounted admission, donating over 2K pounds of goods to the Greater Chicago Food Depository• Drew 36K+ event attendees over a 10-week activation period

• Designed and produced brand immersive experiences – events, conferences, and stakeholder meetings - for Wakanna, a CBD company founded by AA Women• Scouted venues throughout the market to pinpoint potential event locations• Sourced and secured talent (musical talent, dancers, models), event staffing and security • Negotiated and executed vendor contracts - A/V production, event furnishings and decor• Collaborated with graphic designers to develop high impact signage to position within the event space• Created brand immersive experiences that tangibly and visually brought the brands image and message to life• Engaged consumers with interactive talent that delivers brand messaging while creating shareable opportunities at engagement touchpoints throughout the event space• Managed event operations and logistics from build to strike ensuring a seamless execution from start to finish

• Partnered with Salon Heaven and Spa to restructure internal business operations and retool external communications in an effort to course-correct practices detrimental to the business and brand’s success.• Wrote and instituted employee standards handbook, conducting initial training sessions and instructing monthly re-fresher courses• Utilized handbook to train new employees on salon best practices • Re-developed and managed inventory tracking system to account for the ordering and usage of products and supplies to simplify and reconcile the cost of goods and expense budgets• Developed copy for communication pieces that was utilized in different advertising and promotional channels, engaging different target audiences with appropriate messaging for their targeted segment• Introduced an online engagement strategy that incorporated sharing content, news, and promotional offerings into outgoing consumer communications in a trackable and measurable format• Produced on-site events experiences for clientele and external organizations seeking to incorporate salon services into their event • Advertised seasonal and occasional promotions to drive traffic and acquire new clientele • Managed sponsorship negotiations with industry-relevant partners to build brand awareness • Partnered with Cosmetology institutions to offer classes and training in the salon space• Executed digital and terrestrial media buys in resources relevant to the industry and clientele• Gained awareness, credibility, and industry notoriety by participating in industry-relevant hair and fashion shows • Built and directed promotional teams to distribute collateral at targeted locations and special events across the city

ASSIGNMENT: Build brand awareness and gain trial of the Road Nation platform by targeting up and coming musicians and fans of independent artists creating the desire to engage with the platform and the services it offers- Built awareness and drove traffic to the Road Nation website for potential users to learn more about the touring model the platform offered - live music tours determined by fans pledging dollars to a touring artists campaign- Developed concepts to enhance the models structure and explore the way users could engage with the options the platform offered - Identified and employed tactics to draw potential users into understanding the benefits of utilizing the platform as the backbone and catalyst for their tour- Sourced and acquired talent to participate in the Road Nation platform resulting in successful multi-city tours for each artist

ASSIGNMENT: Bring awareness to Comcast's new product service offering by executing a OOH outdoor signage installation program at key location in African American and Latino communities.- Hired local install teams across 5 markets to place permanent signage on C-Stores, gas stations, restaurants and other high traffic locations within the community- Traveled across markets to manage each local installation team- Trained local managers on sell-in tactics and assembling & installation of signage- Tracked and logged sell-in sheets and photos of installation for each location across markets

ASSIGNMENT: Gery Chico 2018 Mayoral Campaign- Led GOTV initiatives for African American communities in Chicago that included a vote by mail, early vote, and Election Day push- Met or exceeded daily phone banking and canvassing goals- Maintained an average of 40 phone calls per hour during phone banking - Trained and lead a team of volunteers for phone banking volunteers canvassing- Connected with community members via face-to-face communication, and telephone conversations to gain support- Attended CAP meetings to create dialogue with local law enforcement and the members of the communities they served- Utilized VAN to cut turf and identify registered voters while canvassing- Recorded canvassing and phone banking data into vote builder database- Persuaded undecided voters to support Gery Chico as a candidate

ASSIGNMENT: Create an identity for an aspiring hair brand seeking to compete in the hair and eyelash extensions category- Brainstormed with client to discover their vision for the brand, the brands target audience, price point and consumer messaging- Collaborated with creative designers to develop the brands look and feel, creating a logo and brand style guide for all consumer-facing communications- Positioned the brand as an “affordable luxury”, highlighting the quality of the product vs. price-point and emotional connection of confidence in wearing and comfort in purchasing - Developed copy and creative materials for online and print use incorporating messaging that reinforced the brand’s position of “affordable luxury” - Produced and executed the brand's launch event which featured interactive “edutainment” that demonstrated the usage of the product, bringing a before and after “how you look and feel” experience to life

ASSIGNMENT: Build brand awareness through social media to position the brand as a notable entity within the hand-knit fashions space and drive online sales- Developed copy for an editorial calendar that focused on seasonal and occasional messaging- Executed influencer outreach strategy targeting bloggers, publications, and retailers in the hand-knit fashion space- Incorporated descriptions of each hand-crafted piece detailing the richness and origin of the materials sourced, the uniqueness of the 1 of 1 craftsmanship, and scenarios that describe the best use and functionality of the piece- Partnered with models, fashion events, and retail locations to showcase the pieces at noteworthy events, fashion shows, and in-store events

ASSIGNMENT: Position Tabasco as a relevant “player” for Football Fans during and beyond the occasion- Developed an activation strategy that engaged consumers through Experiential, Social, Digital, Content, Sweeps, and Retail activations- Drafted a creative springboard to use as a lens for all creative concepts to ladder up to- Created 4 concepts that highlighted ways to drive Tabasco consumption- Illustrated how Tabasco is the “must have” pepper sauce for Super Bowl celebrations

ASSIGNMENT: Produce the Chicago segment of Hair Fashion Week, an annual national tour. Build brand awareness and drive traffic to a high impact event that showcases the talents of Chicago’s beauty, hair and fashion industry- Scouted venues throughout the market to pinpoint event location- Sourced and secured talent (local celebrities, radio hosts and musical talent), event staffing and security - Negotiated and executed venue, A/V production, and event furnishings vendor contracts- Executed digital promotional strategy incorporating influencer social media push, partner and participant social networking platforms and paid media buys through industry-relevant outlets- Employed street promotional teams to circulate and distribute promotional materials- Administered and oversaw submission and selection process of show participants (models, stylists, designers, and make-up artists)- Managed event operations and logistics from build to strike ensuring a seamless execution from start to finish

ASSIGNMENT: Raise African-American awareness & interest and drive viewership of The Discovery Channel special “Harley & The Davidson's”- Targeted passionate African-American motorcycle enthusiasts & influencers, inclusive of motorcycle clubs & culture- Incorporated the first African-American Harley Davidson franchisee owner, William B. Johnson (the character portrayed in the mini-series) into the messaging and communication pieces to drive interest among African-American audiences- Utilized an African-American celebrity/social influencer, and also motorcycle enthusiast, to heighten interest with African-American audiences via social media promotions and drive traffic to the experience- Produced a high impact event at one of the largest African American owned Harley Davidson dealerships in the country where motorcycle enthusiasts and Black bike-clubs from across the country participated in a city-wide ride-along through the streets of Atlanta with celebrity host Malcolm Jamal Warner that culminated into a viewing of the mini-series at the dealership

ASSIGNMENTS:1. COORS LIGHT - Dramatize the role of Coors Light in a season of sessionability - Built a retail program that aligned an overarching summer concept that included on and off-premise tools, consumer promotion, and on-premise consumer engagement- Concepted multiple platforms that aligned with the sessionability of summer- Developed consumer-facing copy to deliver brand messaging through communications2. MILLER LIGHT - Established a new on-premise brand activation model in an effort to drive system-wide consistency in promotional planning and execution- Incorporated the roles of key players in on-premise activation, considering their function in the execution of a successful on-premise promotion- Collaborated with Strategy & Research team to develop a weighted approach distributing activation efforts between developing a foundation, building and telling the brand story and increasing the brands' impact3. McDONALD'S 1 - Re-imagine McDonald’s 365Black.com website by creating a new look and feel and enhancing functionality and user experience to increase engagement- Collaborated with digital team to identify a infrastructure that lowered the cost of maintenance- Defined a strategy for driving engagement and store/app conversion- Developed copy for an editorial calendar to support the engagement and conversion strategy- Integrated social and mobile enhancements to increase engagement interest and duration4. McDONALD'S 2 - Reinforce how valuable and important the Black is to the McDonald’s brand by supporting and engaging with them during the CIAA Basketball Tournament - Developed on-site activation concepts to execute during tournament activities - Built tactics into each concept that reinforced the “Love” consumers have for Basketball, the tournament, and the brand. - Incorporated interactive engagement experience, sampling content capture at each activation touch point.

ASSIGNMENT: Develop a program that builds awareness and gains trial of Corona Light among Urban Multicultural Millennial consumers in the Chicago market.- Developed robust and comprehensive programs to impact sales of Crown Brands both on and off-premise- Created unique brand messaging for each concept giving each its own identity through communications and engagements - Built programs as a model to yield quantitative and qualitative measurable results that could be duplicated across top-tier urban markets in the US. Develop- Drafted copy for mock communication pieces that were presented in the client pitch deck

- Lead the collaborative efforts of Creative Team members, to generate, lead, and inspire interesting, appropriate, and effective creative ideas, concepts,, engagements and narratives- Translated the project’s strategic plan into accountable creative solutions- Acted as content writer for scripts and other creative elements- Directed Producers through development of proposals, communicating a project time path- Providing research guidance and facilitated the development of project budgets- Lead brainstorming sessions- Executed pitches and participated in client meetings, traveling when necessary- Maintained awareness of emerging technologies, tools, and industry trends to share with Creative teams, attending trade shows and industry conventions/seminars.

Led Creative and Account teams, maintaining the integrity of ad creative and program execution from concept to completion, aligning event and experiential programs with campaign strategy to create seamless brand communication through the line

Created & executed event and experiential programs for clients across varying industries of retail commerce & consumer packaged goods, overseeing the programs creative ideation, account management and event production.

Operated as an independent consultant and contractor for agencies seeking to bridge the gap between their clients & Multicultural consumers, managing the promotion and execution of concert, nightlife, and trend influenced lifestyle events across the U.S.

Managed the day-to-day operations of 15 satellite markets and 30+ field staff across the US, supervising the execution of over 300 events annually, accounting for over 2.5MM in budget spend each year and negotiating talent and venue contracts upwards of $500,000