ServiceMaster needed a B2B campaign that would stand out at trade shows and actually drive leads. The answer was a retro arcade-inspired world that agents could step into, compete in, and remember. The campaign earned creative recognition and drove double-digit lead growth.

When AMC acquired hundreds of smaller hometown theatres, they needed a brand that honored what made those locations special — without diluting the parent. I led the creation of AMC Classic from the ground up: identity, positioning, pre-show content, website, email templates, packaging, and crew uniforms. Every touchpoint carried the same friendly, hometown feel.

Dolby Cinema was a brand-new premium viewing format entering a market that didn't know it existed. I led the integrated national launch — building awareness, driving trial, and establishing Dolby Cinema as the clear choice for moviegoers who wanted the best possible experience. The campaign spanned digital, experiential, and in-theatre channels and helped establish a new category in premium entertainment.

BRASH was Payless's answer to the teen market — a brand that needed to feel completely separate from its parent, with its own personality and strategy. I worked with designers to develop brand standards across packaging and digital, and served as the key marketing lead for celebrity spokesperson Sierra Kusterbeck, a rock musician who embodied everything BRASH stood for.

As the sole marketing lead for Trapp Fragrances, I owned everything: brand strategy, creative direction, copywriting, email, social, website, and loyalty program. I revived and redesigned the Fragrance Fan Club, art directed the 2020 Seasonal Collection packaging, and styled and shot the product photography myself. One person doing what an agency would charge a fortune for.

When Payless began closing locations, the instinct was to treat it as a clearance problem. I saw it as a loyalty moment. I developed a direct mail strategy that identified high-value customers at closing locations and gave them a clear reason to transfer to a nearby store — with personalized offers, respectful messaging, and a tone that honored the relationship. The result was measurable customer transfer and new revenue from what could have been pure attrition.