Most recently I had the joy of directing the marketing strategy for NYLON Magazine as they entered into their second year as a digital-only publication.
I had the privilege of working closely with NYLON’s EIC, Gabrielle Korn, to think big picture (like redefining our unique positioning in the marketplace and expanding into new global markets) while managing the day-to-day strategy for branded campaigns (we saw a doubling in new business Y/Y while I was at the helm).
As the head brand strategist, I wrote and designed every pitch deck coming out of NYLON over the last year and a half, and won new business with clients like Nike, Sephora, and Steve Madden. I was the glue that unified the Sales, Editorial, Studio, and Marketing teams into a powerful force.
To expand NYLON’s offering into original programming, I worked hand-in-hand with our Studio and Editorial teams to revamp the marketing strategy for NYLON original series - like Witch City with Michelle Tea, and Cover Star Passion Projects with Uninterrupted - garnering interest from top streaming platforms.
Previously, I was a strategist at McCann, developing creative strategies for clients like Facebook, L’Oreal, Fearless Girl (State Street), and Ulta Beauty.
For the global launch Facebook Camera, I spent over a year deep diving into global social data to find out which cultural moments were significant to people across major markets like the US, UK, Australia, France, Italy, and Spain.
Additionally, I guided Facebook’s creative strategy to expand Facebook Moments (the feature at the top of your feed that reminds you to share a card for Mother’s Day) beyond the typical Hallmark Card moments. The Great American Solar Eclipse and International Women’s Day were our two most successful moments of 2017, garnering more buzz on Facebook than the Super Bowl.
During my time at McCann I was pulled into additional projects like helping L’Oreal understand the competitive landscape for new product launches through social listening, monitoring and distilling metrics to communicate the success of the Fearless Girl Statue debut for State Street, and guided the social and influencer strategy of the rebrand of Ulta Beauty.
select illustration work.
I’ve been working as a freelance artist since 2013, and below is a selection of my most recent projects. While I was finishing up my Masters in Environmental Science (and working two jobs), I started to share and sell my work on Instagram to make ends meet on my own terms.
As I was writing my thesis, teaching classes, and working as a barista during the day, I was developing my style and growing a following at night. By the time I graduated two years later, I had secured partnerships with West Elm, Madewell, and Perrier, and was able to go into art full time and run my business on my own. It was invigorating and exhausting, and taught me so many lessons firsthand about how to market a business and grow a community (with little to no resources).
Now that my artistic life is healthily separated from my means to survive, I’m able to focus my collaborations and efforts on causes and companies I care about. I’m privileged to donate 25% of all of the profits I make from commissions and prints to Planned Parenthood, and often mobilize my 48K+ following to support important organizations like Trans Life Line and the ACLU.
NYLON PRIDE 2019
Poster design for NYLON’s official Pride slogan, displayed throughout the venues @ The Bowery Electric and Phluid Project.
Custom social assets illustrated for Utz.
Custom social assets illustrated for Utz, giving new life to the Little Utz Girl.