(Click image to watch)‍. ‍‍Hired to fill in during an internal marketing transition, in addition to lifestyle and studio photography, I produced a series of short videos with my team for this scrub company’s Amazon marketplace and e-commerce PDPs. The main objective was to highlight lifestyle and functional attributes of the clothing. Services included production, creative direction, casting, location, and filming. Result: This high-quality video series dynamically showcased the clothing, balancing functionality with upbeat at-work and after-work lifestyle stories. When used as part of the customer’s shopping experience, they promote emotional connection through visual storytelling, elevating brand perception.

(Click image to watch video). Among other strategic initiatives, I have liaised with developers and internal teams at this large community hospital on multiple platform upgrades, integrated apps, creative direction, audience-targeted content, compliance (HIPAA, ADA, disclosures), and SEO for its main website. I also recommended moving careers content into a new career-focused microsite, shown here. Services included strategy, design brief, creative direction, content, video production, and jobs portal integration. Result: The Careers strategy has successfully provided job candidates with an improved, streamlined navigational path for career-focused information, benefits, hospital culture, and job openings. Optimized content resulted in top-ranking Internet search results and measurable increases in targeted engagement.

For a while, print catalogs were a thing of the past. Not any more. Research shows that in the lifestyle, visual, and high-consideration categories, such as fashion, furniture, and tech, consumers respond when tactile, page-turning print is combined with QR codes, email marketing, and other digital tactics. In this example for the U.S. market entry of Dormeo, I oversaw the UK catalog’s redesign, photo production, and printing, along with digital integration. Result: A coffee table-style catalog with quality images, storytelling, and product graphics—blended with digital tactics—delivered an elevated brand image that resonated with audiences. The integrated strategy helped strengthen customer trust and ease-of-purchase, contributing to sales conversions 29% higher than the industry average.

I’ve written more than 40 long and short-form articles with a byline in print and digital, and produced editorial shoots, mainly for style and entertainment publications. Additionally, my public relations teams and I have placed stories in about 100 media outlets globally, resulting in billions of impressions. I’ve worked with Conde Nast, Meredith, Prisma Media, WWD, The New York Times, Los Angeles Times, The Wall Street Journal, The Hollywood Reporter, and The Costume Designer, among many other media. Get in touch for information on how editorial collaborations and public relations services help amplify businesses.

The Costume Designers Guild is the Hollywood union that represents 1000+ costume designer and illustrator members, hired by producers for films and television shows. I worked with the Guild’s Board to develop and execute a strategic plan for revitalizing and elevating brand recognition. I wrote the design brief for a new identity, issued an RFP, guided the Board’s voting process, and implemented it across print and digital platforms. Result: Echoing the Guild’s annual award statue, the new identity (shown above) successfully communicated the legacy, artistry, and process of costume design and illustration, elevating their value. Other multichannel strategic initiatives resulted in 600% social media growth, over-capacity audiences for experiential events, and media placements with over 50 million impressions.

I worked with the President and management team of this nonprofit community hospital’s Foundation on development and execution of multichannel marketing for raising major funding for its Emergency Department renovation. Services included strategy, creative direction, targeted messaging, copy editing, and photo production for website content, email campaigns, social media, and print collateral. I also scripted two video productions. Result: One of the initiatives that I executed—a seven-week email and social media campaign in conjunction with offline appeals—organically raised more than $180k, exceeding a $50k matching gift goal. In three years, the foundation’s appeals and event sponsorships raised more than $10 million.

Los Angeles Valley College (LAVC) is one of nine colleges in the Los Angeles Community College District, the largest district in the United States. I worked with LAVC’s Foundation Director and the college’s Dean of Art, Media, and Design on a series of membership and fundraising brochures in support of the new LAVC Academic & Cultural Center. My services included content strategy, design, creative direction, and copywriting. Result: The brochures delivered on-brand design and visuals, messaging for segmented target audiences, and QR codes for optional online payments, helping to strengthen fundraising efforts and brand awareness.

Working with the executive teams of these nonprofit community organizations, services have included website strategy, creative direction, copyediting, and apps integrations (sign ups, donations, automated workshop reservations). In addition, monthly e-newsletters provide announcements and calls to action for donations, event scheduling, and registrations. Result: Before implementation, both organizations had very limited online footprints and relied on sporadic personal emails.‍ After activation, their monthly newsletters resulted in consistently higher than average nonprofit open and click-thru rates, fostering brand loyalty and deeper connections to the communities they serve.