Every project starts with a question: What makes people care?
Over my career, I’ve helped shape and grow brands across entertainment, lifestyle, and consumer goods, each one strengthening my understanding of how people connect with the brands they choose. I’ve led strategy, creative, and marketing initiatives that turned consumer insight into meaningful connection and measurable impact.
The work that follows reflects that journey: strategic in foundation, creative in expression, and always grounded in understanding people.
Lifetime Brand CAmpaign: Reframing escapism for modern women
Lifetime had long been known for its signature movie formula: emotional, dramatic, and predictable. But cultural expectations had shifted. Audiences were craving smarter stories and more sophisticated escapism.
Through consumer insight work, my team uncovered a universal truth: for women, a Lifetime movie wasn’t something to be ashamed of, it was an escape. I led the strategic reframe of the brand campaign to embrace that mindset, repositioning Lifetime movies as intentionally indulgent: a space to escape, feel, and enjoy.
Establishing a strong collaboration across brand, creative and media, I orchestrated the development of the new campaign, modernizing Lifetime’s identity by embracing the cinematic, self-aware, and culturally fluent side of its movies. The campaign positioned Lifetime as the ultimate escape — one that didn’t apologize for the drama, but owned it with confidence.
The work resonated deeply with both core viewers and new audiences, increasing viewing intent among prospects and contributing to a double-digit lift in audience engagement across on-air and social.
voices of a lifetime: turning talent into a cultural event
Lifetime had a strong slate of music-driven films, but historically promoted them as standalone premieres. The opportunity was bigger: audiences were increasingly drawn to talent-led storytelling, and June’s cultural significance as Black Music Month created a moment to unify these titles into something more meaningful.
I led the strategic development and orchestration of Voices of a Lifetime, a cross-platform tentpole that brought four films together (Mary J. Blige, TLC, and Keyshia Cole) into a cohesive month-long cultural celebration. My work spanned positioning, packaging, messaging, and guiding consistent execution across brand, creative, media, social, and PR, ensuring every element laddered up to a unified narrative.
To maximize impact, I shaped the strategy to leverage each artist’s ecosystem, from social amplification to talent-driven activations, strengthening authenticity and extending reach beyond traditional channels and audiences. This approach transformed the initiative from a promotional window into a cultural moment that felt big, current, and emotionally resonant.
The success of Voices of a Lifetime (2024) went beyond performance, it established a repeatable playbook for “eventizing” content across the A+E Global Media portfolio. The campaign delivered over 334 million impressions and became the blueprint for how Lifetime builds cultural relevance through storytelling.
Lifetime’s ripped from the headlines: expanding storytelling through the creator economy
Lifetime had a strong foundation with true-crime fans who were already part of its audience, but the genre had exploded far beyond the brand’s core viewership. Millions of true-crime enthusiasts weren’t considering Lifetime. The opportunity was to earn credibility with these newer, culturally active fans by shifting from traditional promotion to creator-led storytelling, meeting them in the spaces where true crime conversations lived.
I led the development and launch of the Ripped From the Headlines Creator Network, a social-first pilot designed to connect Lifetime’s movies to the creator communities who already live inside true-crime culture. I oversaw strategy, creator selection, briefing, content direction, measurement, and cross-functional alignment across brand, creative, media, and social.
Grounded in the insight that influence now moves through shared interests, not follower counts, we activated over 40 creators across TikTok and Instagram, aligned to subcultures like true crime, entertainment commentary, and lifestyle storytelling. The approach elevated authenticity and engagement across social while keeping the viewer experience central by giving audiences the opportunity to seamlessly stream featured movies.
The pilot generated 37 million impressions, 4x higher engagement, and a 2.5x lower CPM than benchmark campaigns. More importantly, it created a scalable framework for how Lifetime leverages creators — blending authenticity with brand alignment and using data to continually refine storytelling.
This initiative marked a key step in modernizing Lifetime’s marketing model, expanding how the brand participates in culture and driving both relevance and performance.
As Lifetime evolved as a brand, so did the content choices available to consumers. The brand had expanded across platforms and audiences, but its identity had grown fragmented. LMN, its sister brand, faced a similar challenge: how to differentiate its darker, thrill-focused personality while maintaining a connection to the Lifetime masterbrand.
To address this, I led the development of the brand architectures and comprehensive guidelines for both Lifetime and LMN, defining each brand’s purpose, personality, and visual language. These frameworks established a unified foundation across marketing, programming, digital, and sales, ensuring every expression felt distinct yet cohesive within the larger Lifetime ecosystem.
For Lifetime, the work reaffirmed its emotional core: inspired by, created by, and powered by women.
For LMN, it clarified its promise: deliciously dark thrills guaranteed.
Together, they redefined how both brands communicate. Empowering teams with clarity, elevating creative consistency, and strengthening brand connection across every touchpoint.
Lifetime & lmn brand systems: building clarity, consistency & character
Avon: redefining empowerment for the modern entrepreneur
Avon had long been synonymous with empowerment, but the world around it had changed. New beauty brands were redefining entrepreneurship through digital innovation and social selling, and Avon needed to modernize.
I led the development of This Is Boss Life, a fully integrated campaign designed to reframe Avon’s opportunity for a new generation of beauty entrepreneurs. Partnering closely with creative agency Terri & Sandy, I guided strategy, messaging, creative direction, and cross-functional alignment across brand, digital, social, influencer, e-commerce, CRM, media, and sales communications, ensuring the campaign delivered one coherent story across every touchpoint.
The work celebrated Representatives building success on their own terms, shifting Avon’s narrative from nostalgia to modern ambition. Originally designed to modernize Avon’s opportunity for women, the campaign also had a secondary impact: elevating product perception by spotlighting the confidence, creativity, and authenticity that define today’s beauty consumer.
The results were immediate and measurable: a 13% lift in favorability, 51% increase in purchase intent, and 49% lift in leads. The campaign also earned the Direct Selling Association’s Marketing Award, recognizing Avon’s modern, authentic approach to entrepreneurship.
This Is Boss Life (2016) reignited Avon’s entrepreneurial spirit, positioning it as a contemporary platform for confidence, connection, and possibility.
Strategic Partnerships: Elevating Brands Through Culture & Collaboration
Lifetime x Macy’s Thanksgiving Day Parade: Bringing Holiday Magic to Life
Lifetime’s holiday slate, It’s a Wonderful Lifetime, had strong emotional equity, but the brand needed a bigger cultural moment to break through a highly competitive holiday landscape. The Macy’s Thanksgiving Day Parade offered the opportunity to elevate the franchise on one of the most-watched stages in the country and bring the quintessential Lifetime movie world to life in a way audiences could see, feel, and experience.
I led the development of the three-year partnership with Macy’s, overseeing creative concepting, float design, brand integration, media planning, and cross-functional execution across marketing, programming, PR, and production. I also worked closely with internal and external partners to select talent for the float each year, ensuring alignment with our movie premieres and maximizing cultural resonance. Performances included stars like Kelly Rowland, who appeared in support of Merry Liddle Christmas Baby (2021).
Together with Macy’s Parade Studio, I guided the development of the custom Christmas in Town Square float, a full cinematic set that translated Lifetime’s holiday storytelling into a real-world experience. This partnership delivered high-impact visibility in front of 3.5 million in-person spectators and tens of millions of broadcast viewers each year, generating exposure far beyond what traditional media buys could deliver.
The collaboration extended beyond the parade itself. Lifetime secured additional seasonal visibility through Macy’s flagship window displays in New York City, giving the brand meaningful presence during key promotional windows and reinforcing its holiday ownership.
The partnership became a cornerstone of Lifetime’s holiday strategy, strengthening the brand’s cultural relevance and expanding the reach and impact of its biggest tentpole of the year.
Strategic Partnerships: Elevating Brands Through Culture & Collaboration
Avon x Project Runway: Elevating Beauty Through Fashion and Storytelling
Avon was looking to modernize perception and reach new consumers in a category crowded with fast-moving beauty brands. The opportunity was to align Avon with a cultural property that blended creativity, diversity, and self-expression, values the brand wanted to amplify.
I led the strategic development and built Avon’s first-ever beauty partnership of this scale with Project Runway, positioning the brand as the official beauty partner for Season 16. My work spanned strategy, integration planning, creative direction, content distribution, and cross-functional alignment across TV, digital, social, influencer, PR, e-commerce, and Representative enablement, making sure the collaboration delivered one unified experience across every consumer touchpoint.
Each week, Avon’s lead makeup artist Hector Simancas created original runway looks featured on-air, bringing Avon products into the heart of the show. I guided the amplification strategy to extend beyond broadcast: influencer Christen Dominique recreated the looks across social, Avon.com housed weekly shoppable editorial pieces, and Representatives received custom tutorials, selling tools, and content to share. All with the goal of connecting beauty inspiration to commerce and community.
The partnership delivered over 63 million impressions, including 45M on social, 6.5M TV commercial impressions, and 11.9M in-show integrations. It became the highest-rated event at RepFest for Representative satisfaction and re-launched Avon’s YouTube vlogger program, driving renewed digital engagement.
Each of these projects reflects a different facet of my work, from brand transformation and storytelling to innovation and performance. What connects them is a focus on understanding people and building systems that turn that understanding into meaningful, measurable impact.
For me, great marketing isn’t about chasing moments, it’s about creating meaning and building brands that move with culture and stay relevant.