How I Work
Audit & Discovery
I start by listening. I don't implement solutions until I understand the problem. Whether it's a channel health check or a workflow bottleneck, I dig into the data and the team dynamics to find out where the 'leaks' are before we start building.
Architecht & Plan
Hope is not a strategy. I build the infrastructure—the SOPs, the par sheets, and the roadmaps. I define the 'Definition of Done' and create the documentation that turns tribal knowledge into a repeatable system.
Agile Production
This is the grind. I use agile methodologies and transparent tracking (Trello, Asana, Google Sheets) to manage the daily chaos. My goal is simple: Keep the scope in check, keep the stakeholders informed, and protect the creative team from burnout.
Ship & Refine
Shipping is the goal, but learning is the value. I ensure we land the plane safely (on time and on budget), but I also lead the Post-Mortem. We analyze the data, celebrate the wins, and optimize the pipeline for the next run.
Global Campaign Management
Oculus, Intel, & Disney Campaigns
Category: Digital Media & Influencer Strategy
Scaling content production to 1.7 Billion Views.
The Story:
The Challenge: Managing high-volume production for 18 AOR clients simultaneously, delivering 5,000+ unique content pieces monthly.
The Solution: I functioned as the operational architect, designing the department-wide SOPs and onboarding documentation that standardized the pipeline from RFP to final reporting.
The Result: A streamlined workflow that handled $65M in product inventory and over 1,000 influencers per month.
OPERATIONAL OVERHAUL
Pocock Brewing Co. Operations
Category: Process Architecture & Logistics
Turning a local team into a lean manufacturing machine.
The Story:
The Challenge: A rapidly growing business with tribal knowledge but no digital infrastructure or tracking systems.
The Solution: I implemented a Trello-based project tracking system for 30+ concurrent initiatives and created detailed "par sheets" for inventory management.
The Result: Dramatically reduced physical waste, improved inter-team accountability, and created a scalable training manual for all new hires.
LIVE EVENT PRODUCTION
Odyssey Theatre & Live Events
Category: Stage Management & Live Ops
Managing a 37-person cast with zero "Edit-Undo" button
The Story:
The Challenge: Coordinating complex live theatrical productions where lighting, sound, and talent cues must be perfect in real-time.
The Solution: Served as Stage Manager, Front of House, and Board Operator, overseeing the entire run of show from pre-production rehearsals to striking the set.
The Result: Proved that the principles of "Live Ops" are universal—whether it's a server launch or a blackout cue, calm leadership is the only metric that matters.
CREATIVE STRATEGY & ACTIVATIONS
Targeted Brand Growth Strategies
Category: Campaign Direction & Niche Marketing
From VR mysteries to handmade goods: Bespoke strategies that drive engagement.
The Story:
While my operations work ensures the machine runs, my creative strategy ensures the machine has something to say. I specialize in identifying the "soul" of a product and pairing it with the right execution to drive ROI.
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THE IMMERSIVE VR LAUNCH (Oculus)
Campaign: Wilson's Heart (Oculus VR)
The Strategy: Identifying the perfect creator-to-game fit. I coordinated a multi-year effort to pair top-tier talent (including Jesse Cox) with this VR mystery thriller.
The Execution: Recognizing that influencers lacked personal VR setups at the time, I brought them in-studio, overcoming technical barriers to capture genuine on-set energy.
The Win: Leveraged the "Agency" pipeline to deliver high-quality assets for a major tech client.
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Campaign: TERA Ninja Class Launch
The Strategy: Recapturing lapsed players for a mature MMO.
The Execution: Conceived a "physical-to-digital" giveaway, sending signed ninja stars to top influencers to reward their most engaged fans.
The Win: My first end-to-end campaign leadership role, resulting in significant community buzz and a spike in downloads for the new class.
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Campaign: "July Etsy Push" (Small Business)
The Strategy: Optimizing visual assets for a boutique launch.
The Execution: I acted as Creative Director and Photographer, creating props and shooting macro imagery for a new line of clay cakes, while advising on hashtag strategy.
The Win: The campaign became one of the month's most engaged posts, and all featured merchandise sold out within 24 hours.
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Campaign: Fitness App Architecture (Danielle)
The Strategy: Scaling a 1-on-1 personal training business into a "1-to-Many" digital platform.
The Execution: Architected the backend in Trainerize, building automated onboarding sequences and standardized program templates to replace manual data entry.
The Win: Successfully launched the digital platform, allowing the business to scale its user base without increasing administrative hours.
Coordinated a multi-year effort to pair top-tier YouTubers (Jesse Cox, Alex Faciane, Jirard Khalil, Michael Davis) with the VR mystery game Wilson's Heart. I identified the genuine pairing and brought the creators into our studio to film, overcoming their lack of personal VR filming space and fostering an amazing on-set energy.
I led my first campaign from start to finish, conceiving a giveaway to recapture lapsed players and drive downloads for the new Ninja class. We sent signed ninja stars to top influencers for them to reward their most engaged fans.
Result: A highly entertaining and successful campaign that drove significant community engagement and buzz around the new in-game features.
I coordinated and shot a social media campaign between two influencer collaborators to promote a new line of clay cakes. I created props, shot all macro imagery, and advised on hashtag/tagging strategy.
Result: The post was one of the most engaged-with of the month, resulting in a significant sales uptick and all featured merchandise selling out within 24 hours.