About
A savvy creative producer, director, and project manager with a decade+ of experience bringing blue-sky ideas to life via larger-than-life productions, immersive experiences, and strategic initiatives across a wide range of industries.
Work Experience
In early 2023 I joined Pinch, a new creative agency, and sister-company of Salt Productions (passthesalt.com). If Salt is known for bringing order to complex interactive experiences on behalf of their big tech clients, then Pinch is the spunky little sibling who likes to push the creative boundaries and color outside the lines. As a new, immersive design studio, Pinch is working to set themselves apart from the pack of fellow creative agencies with their focus on storytelling and bringing brands to life through all of the senses. The goal of any creative coming out of Pinch is to spark curiosity, foster community, and inspire action... with the potency of a pinch.
As Creative Account Director, I was the main connection point on the Salt to Pinch pipeline. Overseeing individual project teams, made up of spatial designers, art directors, graphic designers, and digital developers, it was my responsibility to ensure all production, fabrication, and client needs were being met on a consistent basis, writing creative briefs for the team to track against, aligning client feedback with overall project goals (while considering budgetary guardrails), and developing strategic and creative solutions for anything production and/or clients threw at us. Not to mention process development and implementation for all of the above, and more. This agency was a blank slate when I started and became a fully functioning machine within my first 6 months.
I joined a very small Brand team at ‘Happify Health’ in early 2021, only a few months before starting to plan for a company-wide rebrand to Twill. Throughout my time at the fast-growing digital SaaS start-up, I worked to develop project roadmaps in order to help fulfill strategic initiatives for the product, sales and content teams – including brand kits for new product launches, assets for marketing campaigns, and sales / activation materials targeting enterprise and pharmaceutical clients. These materials, and the rebrand as a whole, were shown to be a key factor in doubling brand awareness in just six months. My role on the brand team also included leading prioritization of creative and design projects company-wide, facilitating resources and workflow in order to maximize efficiency and deliver high quality outputs.
As an Account Manager at Optimist, I directed creative strategy and project management of multiple cross-functional teams in a boutique agency environment. My role included the execution of marketing plans which in turn, contributed to 17% company-wide revenue growth.With creative problem solving, planning and brainstorming, I was able to lead large-scale and complex projects to success, implementing innovative brand strategies and solutions for an array of clients and industries. These experiential initiatives, product demos, and unique physical collateral were always completed within strict budgets ranging from $50k to $15M.
During my time at Reed Exhibitions / ReedPOP, I created and oversaw the tactical implementation of digital marketing strategies for over a dozen conferences and trade shows – typically resulting in maximizing event attendance and consistent YOY increases. My role included designing visually compelling HTML emails and OOH marketing materials with compelling campaign copy. I managed the targeting and deployment of emails to specific audience databases, utilizing detailed reporting to analyze and find improvements in order to generate leads.
Projects
In 2022 I had my directorial debut, directing and producing Mary Beth Barone’s successful one-woman show from conception through a 28-show run at the Edinburgh Fringe Festival 2022 in Edinburgh, UK. Over the course of 10 months, I collaborated with Mary Beth, the writer and performer, to develop the concept and script of her debut stand-up hour, all while managing all aspects of show identity, technical design, multimedia production, and marketing materials for the show.