Here are a handful of projects I’ve produced and played various roles in creating. I enjoy working at 10,000 feet as well as in the weeds.
Creative / Photo & Video
The campaigns, content, and creative operations that make a brand impossible to ignore — where storytelling meets performance, because the best creative still has to convert.
$918K in earned media from one launch — Orchestrated an influencer and PR push around a major product launch: 16 creators, 117 posts, 5M+ impressions, and national press pickup (including USA Today).
1,823 hours saved a year — Pioneered an AI-first photo workflow that cut production time by 1,823 hours annually and reduced photo production budget by ~60%, without sacrificing output (700+ shoots/year).
483.8M video views in one season — Led a video/social program that hit 589K in new audience growth and 483.8M post views across platforms in a single season, with top-performing ads converting at up to 4.69x ROAS.
Licensor giveaway & UGC program — Built low-cost creative partnerships (Winx Club, Dr. Seuss, and others) into a recurring influencer/giveaway engine that consistently outperformed paid alternatives on engagement.
No AI was used in this photography — every shot is real, shot and produced start to finish.
Ecomm (CRM / Website)
The revenue engines I've built and scaled — CRM, loyalty, personalization, and licensor partnerships — where strategy meets execution and every decision is backed by data.
+40% YoY CRM revenue growth — Built and scaled the email + SMS engine to its strongest season yet, up 40% year-over-year (and +17% over the prior high-water year), across 430K+ conversions.
+76% YoY on licensor partnerships — Launched and grew paid marketing partnerships with Disney and Hasbro from the ground up, running paid social at 3.7–4.7x ROAS while scaling repeat-property revenue year over year.
155K+ loyalty members, 83% active — Built a loyalty program from scratch (launched Sept. 2022) and scaled it to 155K+ subscribers within its first 14 months, with loyalty-member order values consistently outperforming non-members by double digits.
+204% YoY on product recommendations — Evaluated and drove adoption of a new personalization engine, more than tripling attributed recommendation revenue over the legacy platform in its first season.
75% revenue lift on Amazon — Rebuilt and optimized the brand's Amazon Storefront presence through hands-on merchandising and design.
~50% YoY growth on a flagship sale event — Evolved "Orange Tuesday" from a single flash-sale day into a 3-day flagship event.
Did it all while running lean — kept output and revenue climbing even as the broader team tightened year over year.