In Practice
Leon's Bagels
Leon’s Bagels was the first major brand I worked on during my summer 2024 internship at The Conduite. Working with Leon's showed me what strong strategy looks like in practice. Through this experience, I developed a strong understanding of how brand identity and audience connection translate into real-world impact. Supporting digital campaigns and collaborations with brands like Better Days and HBO’s House of the Dragon, I saw our work come to life beyond the screen, generating tangible excitement, in-store engagement, and lines around the block.
Cerca Dating
Cerca Dating was a key client during my internship at Sabrina Levine Communications in Summer 2025, during the app’s first six months post-launch. This experience gave me a firsthand look at how emerging brands break into saturated markets through standout campaigns and intentional, experience-driven events. I supported early PR efforts, learning the importance of securing press coverage and identifying opportunities for founders to build visibility through podcasts, interviews, and social media.
Nutrition By Marlo
Nutrition by Marlo is my first freelance client, and first experience within the clinical nutrition space. In this role, I’ve learned to translate complex nutrition topics into accessible, engaging content tailored to a diverse audience, including individuals navigating hormone health, eating disorders, and general wellness. I’ve also supported Marlo, who brings over 25 years of clinical experience, in expanding her presence into the social media landscape through intentional content strategy and brand partnerships with companies such as AG1, OWYN, and Mylk Labs. This experience has strengthened my ability to balance credibility with creativity, ensuring content is both informative and culturally relevant.
Double Black Sport
Double Black Sport, an athletic leisure brand, challenged me to expand my approach to creative strategy by moving beyond personal intuition and relying on data, research, and audience insight. Positioning a brand that sits between performance and lifestyle required a thoughtful balance, defining a clear identity without leaning too heavily into either category. This experience strengthened my ability to adapt to a brand’s unique voice and develop strategies that are both intentional and grounded in audience connection.
My Approach
I’m a culturally attuned creative strategist who approaches brand work through curiosity, connection, and intentional execution. I’m driven by understanding how people engage with brands across digital and physical spaces, and how those interactions can be shaped into something more meaningful and memorable.
My experience spans creative strategy, PR, and social media, allowing me to build campaigns that resonate across platforms. This can be visibly seen through content that's gained traction on TikTok, securing press coverage with outlets like Business Insider, or helping brands define and refine their identity. I also bring a strong foundation in crisis management and prevention, developed through fast-paced agency work and brand management coursework at UW–Madison.
At my core, I combine emotional intelligence with analytical thinking to create work that is culturally aware, strategically grounded, and designed to make people feel seen, understood, and engaged.