- Assumed leadership midway through Disney’s 100th-anniversary celebrations, refocusing creative vision to celebrate the individuals behind the brand and decreasing expenditures during reduction in force. Established campaign guidelines and successfully realigned over 100 stakeholders to deliver 120 synchronized global events that enhanced brand sentiment globally.- Created unforgettable interactive experience for 400K culture festival attendees. Designed and implemented marketing strategy, orchestrating 20+ businesses to deliver cohesive identity, cross-promotional and multi-brand moments bringing Disney’s diverse brands and products to life, driving $2.6M in media value and 150% engagement increase YOY.

- Led new strategic initiative to enhance engagement with diverse consumers. Collaborated with 30 marketing executives to create strategy and roadmap and earned C-Suite buy-in by drawing upon data-driven insights and expertise with underestimated audiences to evangelize new customer-centric approach. Resulted in increases in consumer spend and new centers of excellence focused on inclusive audience engagement.- Conceived and directed creative strategy for captivating short video garnering millions of views and 98% positive sentiment among digital commentary mentioning Disney. The video featured personal stories from Black employees at Disney, enhanced understanding among colleagues, and inspired empathy and collective action during the challenges of the COVID-19 and George Floyd era.- Led a Council of 19 creative development executives to increase authentic representation in films, shows and products by implementing change management initiatives. Highlights include launching an inclusive content lab to provide creative feedback and review, establishing a consortium between Studios and Publishing leaders to drive synergy and forging internal partnerships to expand a short films incubator to stream on Hulu.

- Led cross-functional teams to create comprehensive commercial plan to expand Disney brand in Japan amidst growing local competition and shifting demographics. Conducted market research, identified growth opportunities, offered engagement insights and engaged over 50 local business leaders to develop targeted, culturally resonant strategies, leading to a $480M+ increase in annual brand spend among key audiences.- Spearheaded a comprehensive business performance assessment in Indonesia, focusing on optimizing Disney’s presence on popular free-to-air TV to drive connection and grow fanship. Developed data-driven programming recommendations leading to 30% ratings increase and enhanced franchise affinity.- For launch of Disney+ streaming platform, leveraged consumer data to develop targeted audience segmentation. Identified customer profiles based on brand spend, affinity, and media engagement and provided insights on how best to reach them. Data and insights significantly shaped launch strategy acquiring 10M Day One subscribers and 87M in first year.- Performed company-wide evaluation targeting underperformance with a key growth audience, collaborating with 40+ cross-discipline partners (e.g. insights, strategy, marketing, creative) to gather and interpret data. Identified $400M in incremental growth and successfully communicated findings and strategy to senior leaders and CEO.- Engineered ESPN's direct-to-consumer streaming future by assessing fan interest, confirming viability, and shaping investment decisions based on potential demand and profitability, as a result driving a $2.6B investment in BAMTECH and eventually resulting in 26M+ ESPN+ subscribers.- Led creation of a content review initiative for Disney+ to increase cultural relevance with underrepresented communities. Developed review guidelines, trained and mentored diverse team of 5 full-time and 20 ad hoc reviewers and collaborated with cross-functional executives to integrate into D+ platform.

- Proposed and built from the ground up NAACP’s first social media operation, initiating with Twitter for live updates from significant events (e.g. visit by then-President Obama). Expanded to other platforms, catalyzing growth (e.g. Facebook from 5K to 150K+ followers) and transforming how NAACP engages and mobilizes supporters.- Collaborated with Amnesty International to develop and distribute compelling digital content to highlight global Death Row case. Campaign generated significant media reaching 73M+ and charting as second-most tweeted topic in 2011, contributing to subsequent abolition of the death penalty in seven states.

- Compiled and edited media guides and related content disseminated to local and national media.- Wrote feature articles published on WashingtonWizards.com.- Mediated communications between press and NBA players and coaches. Coordinated, conducted, and transcribed daily interviews with players and coaches.