Spearheaded marketing and strategic planning to enable the successful launch of LA3C, Penske Media Corporation’s inaugural music, food, and art festival. Led the creative development of the brand identity, consumer messaging, pre-event activations, media partnerships, promotions, and content strategy to build awareness and drive ticket sales. Conducted market research and focus groups to inform ticketing strategy, pricing, tiers, and value proposition. Steered media buying across digital channels and amplified promotions through PMC-owned brands, including Rolling Stone, Billboard, The Hollywood Reporter, Variety, Robb Report, and more.Piloted the festival’s social impact initiative and fostered strategic partnerships with local arts non-profit organizations that champion creative expression and provide opportunities for under-represented artists.

Led marketing and communications while supporting fundraising efforts for a non-profit organization with an $85 million annual budget, 30 locations, and 1,000 employees. Launched new branding and completed a website relaunch within the first 90 days of joining the organization. Established and executed multiple bilingual mental health awareness campaigns, including You Good?, winner of a 2022 Webby Award for Best Health & Wellness website. Steered communications strategies for the ground-breaking of the new Watts campus designed by Frank Gehry; secured press coverage with ABC 7, NBC 4, KCAL 9, KCRW/NPR, and Univision 34.Led internal communications, including COVID-19 response and the launch of monthly virtual Town Halls for senior leadership team to inform and engage staff in the transition to a remote environment.

Oversaw all aspects of marketing for 250-plus screenings and events per year, including the Los Angeles Film Festival and Spirit Awards, as well as the organization’s year-round artist development, education and membership programs.Successfully completed rebrand of the organization from RFP to agency selection to launch of new visual identity. Spearheaded redesign and relaunch of consolidated website for Film Independent and sub-brands.Negotiated, executed and fulfilled strategic partnership agreements with 50-plus media partners annually to maximize in-kind advertising support including print, digital, TV, in-theater, radio and OOH placements.

Prospected, cultivated and secured cash and in-kind sponsors for Film Independent’s year-round events and the 2011 LA Film Festival.

Successfully managed event operations for Variety's Film Marketing Summit, Entertainment & Technology Summit, and Entertainment Content Protection Summit. Coordinated all event logistics and table sales for Variety’s Home Entertainment Hall of Fame Gala.

Provided cross-functional leadership across teams to deliver integrated marketing strategies, creative development, and event management for the Home Entertainment Group (Tradeshow Week, Video Business, 411 Publishing). Led event planning for tradeshows, conferences, webinars, and special events, including venue selection, vendor and sponsor relations, budget management, registration, housing, transportation, and audience development.

Negotiated and executed all partnership agreements for Variety's presence at film festivals, markets, and tradeshows. Oversaw all aspects of event participation for Variety Group’s domestic and international brands and supported national and international sales teams. Coordinated the bonus distribution of Daily Variety, Weekly Variety, and Tradeshow Week to over 100 events globally per year.