Collaborating with creators to tell the story of a better future. Conspirators is a creative impact agency helping mission-focused clients credibly tap the most powerful storytellers and media channels to captivate culture and change behaviors. Meeting mainstream audiences where they are has never been more challenging, especially when it comes to climate and sustainability. We help clients break free of outdated sustainability marketing tropes (aka burlap handcuffs and PSAs) and eco echo chambers. Instead we collaborate with creators to help them tell stories that are both credible and captivating. Stories shape culture, culture shapes values, values shape leaders, leaders shape the system. Big change starts with the same thing all conspiracies share – good storytelling.

Making mushroom leather mainstream with adidas, Stella McCartney, GANNI, Kering and lululemon. Led creative, brand, communications, and strategic partnerships for a portfolio of brands at Bolt Threads – a Silicon Valley start-up with a focus in sustainability, specifically better materials for the beauty, fashion, and footwear industries. I helped establish a market for our emerging technologies and drove significant commercial demand. I collaborated with innovators, entrepreneurs, designers, and executives across the globe to craft industry-leading CSR executive thought leadership, execute global product launches and influencer events, and develop effective B2B and B2C marketing strategies that drove meaningful change.Highlights include being the NYT Word of the Day and creating a TED Talk for our CEO.

Shifting boutique fitness into a new wellness era. barre3 had been a successful boutique fitness brand for ten years, but the brand was stuck and felt ten years old. I loved having the opportunity to refresh the brand and product offerings to better align with what modern consumers wanted - fitness, wellness, and mindfulness in one; it was no longer about bikini bodies and losing ten lbs in ten days, but about feeling balanced and empowered and seeing the strength in real bodies. As a member of the Executive Team, I worked directly with the CEO and was responsible for brand strategy and creative execution of omni-channel marketing across our studios, retail spaces, and all digital channels (social, web, email, paid media, etc...). I managed a team of 15+ team members across content, PR, web dev, UX, CX, and production, and partnered closely with our Retail team on merchandise. Highlights include our CEO as one of the early "How I Built This" guests, launching our streaming workout platform, and curating annual multi-day retreats for clients and owners.

Using fashion to help inspire the next generation of female engineers and coders with Google. Swift was one of the first agencies to really crack how brands should show up on social media. I loved working there and leading the Google team as brands embarked on how to behave on new platforms like Instagram and Snapchat. In addition to the Google brand, I was the team lead for Made with Code, Google's social impact initiative working to inspire young girls to study STEM, and we brought hundreds of girls to New York Fashion Week to see a dress they helped design with coding walk the runway. Highlights include over 5M made with code projects completed, having a front row seat to learning how brands could be successful on social media, and sitting front row at Zac Posen's NYFW runway show.

Introducing the world to "quiet luxury." Volvos are a different kind of luxury car. Other luxury brands focus on the logo or the external perception, but Volvo focuses on what’s on the inside and the driver’s experience. After extensive market research interviewing Volvo, Audi, BMW, and Mercedes drivers, it was clear that people who drive Volvos are different too. They wanted what we now call "quiet luxury," but we also called it "Scandinavian luxury." They wanted minimalism, intentional, timeless, so that's how we rebuilt the brand. This insight led us to create a fully integrated campaign that saw a 48% lift in brand consideration and the first month in 3 yrs where the client outsold their top competitor. During my time I directed global and national marketing programs for Volvo as they exited the Ford Automotive Group and once again became an independent luxury brand. I partnered with global and regional counterparts to achieve business goals and ensure global creative alignment. Highlights include creating multiple US campaigns that were adapted for EMEA and China markets, being promoted from Marketing Director to VP, Marketing Director

Integrating "content" into the world of brand marketing. Liberty Mutual Insurance, a Fortune 100 Financial Services company, was built on the brand promise of responsibility. At their clients most uncertain times, they could count on Liberty Mutual to do the responsible thing. My team helped bring that promise to life in traditional advertising (TV, Print, Radio, OOH) and sponsorships, including a campaign that elicited consumer reactions such as “thank you for being brave enough to advertise what matters", and additionally we added content marketing to the mix. Established the Responsibility Project, an award-winning content platform (strategy, production, and media) with over 20M unique visitors and 105M minutes spent with brand. Overseeing the creation of hundreds of pieces of video and editorial content production and distribution each year that lifted Unaided Awareness 20% and Brand Consideration 70% at a fraction of the cost of traditional advertising. This new strategy allowed Liberty Mutual to meet customers where they are (which is most often not shopping for insurance) and further differentiate from their competitors who focused on shock and humor over integrity and responsibility. Highlights include overseeing a $25M annual marketing budget, leading production on multiple TV spots, working in partnership with a brilliant media team, and winning multiple Webby and OMMA awards.

Taking advertising digital. Back when offline and online still felt like different worlds that didn't speak to each other and banner ads were still considered cool (I know it's hard to imagine that ever being true) I started my agency career at the digital arm of DDB, called Tribal DDB. There I managed interactive advertising (mobile, email / CRM, website development, digital) for a variety of clients including Fortune 50 companies and Cannes Lions. Highlights include launching my client's first ever mobile campaign which ended up outperforming any other campaign that year and interacting with some advertising industry legends to build out the digital Hall of Legends for the Cannes Lions.