NBA (NBA Take Two Media)

Head of Integrated Marketing   Jan 2025 - Mar 2026

• Oversaw NBAT2 Media’s GTM strategy, translating consumer insights and industry trends into differentiated brand positioning

  rooted in sports, gaming, and pop culture.

• Built custom sponsorship packages for clients by leveraging NBAT2’s editorial programming, social content, tentpole sports events, and 2K League integrations.

• Led ideation and development for creator-led branded content initiatives across NBAT2 and NBA 2K League properties.

• Developed sales enablement playbooks, proposals, and brand narratives positioning our premium YouTube series, social content, 2K League broadcasts, and creator solutions as core media investments.

• Partnered cross-functionally with the NBA’s global product, legal, partnerships, and content distribution teams to align commercialization strategy and optimize contract execution for NBA 2K League content.

The FIFTH  

Director, Creative Strategy   Oct 2022 - Jan 2025

• Orchestrated integrated, multi-channel social marketing programs for global clients including FOX, Paramount, and NBC,

  executing 15+ campaigns that drove 120M+ views and a 23% engagement lift.

• Developed social strategies, creative platforms, and content formats for brands like Beyond Meat, Instacart, and Synchrony Bank to create distinctive, ownable voices that cultivate brand love across social.

• Built executive-level business cases connecting creator campaigns to brand lift, audience growth, and sales impact.

• Assessed campaign performance data using social listening tools like Tagger, Sprinklr, and Sprout Social to guide creative direction, improve view through rates, and inform future content strategies.

TikTok    

Lead Creative Strategist   Jan 2019 - Sept 2022

• Launched TikTok’s Creative Lab as a founding member, growing the team from 2 to 70+ in three years while establishing it as a

  key partner to Sales, Product, and B2B Marketing.

• Oversaw creative ideation, media strategy, and campaign execution for 80+ social campaigns across entertainment, tech, CPG, and gaming driving $50+ million in revenue and 20+ billion views on TikTok.

• Served as TikTok’s creative consultant to brands like Netflix, Nike, KFC, and Apple, leading creative workshops and delivering bespoke strategies to grow their organic channels and optimize performance for brand marketing campaigns.

• Directed a team of 5 creative strategists as Entertainment vertical lead, driving successful RFPs and projects while mentoring junior talent and elevating overall team performance.

• Spearheaded the creative and influencer strategy for e.l.f. Cosmetics’ record-breaking campaign on TikTok, amassing 7B+ views, 5M+ organic UGCs, and an 8% boost in retail & online sales.

BENLabs

Senior Brand Strategist   May 2016 – Jan 2019

• Developed integrated media strategies for Netflix, NBA, and Monster Energy to drive brand affinity and engagement across traditional & digital channels.

• Closed over $1.5M in brand deals, leveraging data-driven insights to execute 360 brand integrations across TV, film, and influencer content.

• Managed a pipeline of 15+ RFPs and influencer briefs per month.

• Facilitated pitch meetings to create custom media plans based on KPIs, budgets, and timelines.

DanceOn

Digital Marketing Analyst   Jul 2015 – May 2016

• Generated 60M+ YouTube views across seven music campaigns by identifying and analyzing industry data to identify up-and-coming musicians that were primed for a breakout.

• Grew the DanceOn Facebook page from 600K to 1.5M followers through paid acquisition strategies.

• Compiled weekly reports outlining performance and key insights across our influencer network.

ZEFR

Research Analyst   Apr 2014 – Jul 2015

• Conducted research on the top CPG, Gaming, and Beauty brands on YouTube to track audience insights and brand impact across the platform

• Used JSON queries to identify UGC that had strong alignment with the client’s target audiences to deliver contextually relevant pre-roll video placements

• Served as primary point of contact for the East Coast sales branch, communicating requests and data on behalf of the research team