Strategist in NYC

I help brands build lasting impressions with people

A few agencies and brands I've worked with

Some of my favorite projects

Citi Pay launch

How can a bank's digital wallet stand out from tech giants? In the age of data breaches and hackings, people trust their bank to have their backs but aren't comfortable having their info a million different places. We launched the first digital wallet with the security of a bank.

Work completed: A full nuts to bolts strategy exploration. Led qual and quant research, brand positioning, communication strategy, and experience strategy to launch Citi Pay, Citi's first proprietary digital wallet. Results coming soon.

That Jif’ing Good…

Named one of Adweek’s top 25 ads of 2019, I helped breath new life into this iconic brand by making it relevant for all peanut butter lovers of all ages, not just moms and dads.

Work completed: Led qual / quant research, platform creative briefing & inspiration, full communications strategy (including social and digital manifestation), and creative concept testing.

Citi x No Kid Hungry: Dine and Do Good

We asked our credit card members to help Citi in the fight to end childhood hunger in America. By simply registering their card, every time they spent $5 or more when they dine out, Citi donated enough to No Kid Hungry to provide 10 meals for kids in need. We wanted to raise awareness of this partnership and show the positive impact it leaves on children benefiting from healthy meals.

Work completed: Worked with creative team to generate main idea and campaign. We successfully reached our $1MM goal, or 10 million meals to children in need and had over 18MM campaign impressions and over 1MM video views.