The Diesel Agency

Lead brand strategy, integrated campaigns and asset creation for national consumer and lifestyle clients, partnering with C-suite and marketing leadership to create brand distinction and drive awareness.

•   Serve as the Account Director for GE HealthCare across multiple modalities, aligning brand strategy with global and regional marketing leaders and facilitating the content and creative development across owned, earned and paid channels — including global trade shows with multi-million-dollar media investments.

•  Rolled out Monday.com agency-wide and continuously evolve the workflows, templates and dashboards to keep creative reviews and production timelines visible across a growing roster of clients, cutting down on status-update overhead between teams.

•  Developed the brand strategy, wrote the creative briefs, and managed the creative and media partners on the campaign development for several product launches at Caris Life Sciences.

•  Sourced, negotiated and managed production, client feedback and timelines for the latest Caris brand awareness project — 2 brand television spots that are in flight right now.

•  Directed the re-brand of The Hub Garage — positioning, logo, color palette, photo/video content, website redesign and an experiential brand activation (“The Cup Car”) which was a life-size Volkswagen Beetle made out of paper coffee cups that turned an everyday interaction into a shareable brand moment. The campaign doubled the site traffic, generated 3x the CTR on social and raised approximately $100K for the cause.

•  Produced and project-managed the American Heart Association’s fundraising film, contributing to the cultural momentum of the “Go Red for Women” campaign, raising over $272.87M in donations. The film went on to win a Gold Telly, which is the Telly Awards’ top honor.

Account Director & Partner| Feb 2020 - Present‍ ‍‍ ‍A full-service, talent-owned creative agency.

Hatch House

Co-founder| Oct 2017- Feb 2020 A production house that brings ideas to life.

Co-founded a boutique content studio for Austin-based brands who wanted meaningful, story-driven, agency-caliber creative without agency overhead.

•   Identified, negotiated, and oversaw freelance photographers, stylists and production crews for every shoot, keeping projects on budget and on schedule.

•   Planned and produced content shoots with defined budgets, timelines and deliverables for a multi-client roster spanning food and beverage, CPG, fashion, lifestyle and community-focused brands.

•   Led new business development and client relationships, turning word-of-mouth referrals into a steady pipeline of Austin-area brands including Chick-fil-A, Honest Mary’s, CatSpring Yaupon, Go Rings, Loveweld, Branch Basics, Puracy, IF: Gathering and Alexa James.

Owned the brand marketing for a fast-growing, mission-driven jewelry and accessories brand (#45 on the 2015 Inc. 5000 list of fastest-growing private companies), helping scale sales from $4.4M to $15M over my four-year tenure.

• Partnered with sales and production teams to direct brand strategy and execution across every channel including print, web, blog, email, social and creator partnerships resulting in seasonal campaign calendars.

• Produced 16 seasonal print lookbooks from end-to-end, by taking the founder’s vision and bringing it to life by owning the shot-list, casting, styling, sourcing all talent, budget management, and final asset delivery.

• Directly managed a two-person creative team — a producer and a photographer/graphic designer — setting priorities and creative direction through a period of rapid company growth.

• Traveled to Ethiopia and Guatemala to direct photo and video storytelling with our artisan partners — building the culture and community narrative behind the product — while managing vendor relationships against scope, budget and deadline. 

• Brokered creator partnerships — including a 'Face the Foliage' campaign with designer Justina Blakeney, style videos with influencers Hillary Rushford (Dean Street Society) and Jesse Pepper (Style and Pepper), and a collaboration with Jenna Kutcher (Gold Digger Podcast) — extending the brand into new, engaged audiences.

•  Introduced Asana as the company's first project management system — giving a fast-scaling team a shared way to manage seasonal launches and campaign deadlines amidst a time of rapid growth.

Marketing Manager| June 2013- Oct 2017 A direct sales fair trade jewelry and accessories company who creates meaningful opportunities around the world. 

Education

Bachelor of Journalism in Advertising August 2001 - May 2005 University of Oklahoma | Norman , OK

Masters of Arts in International Affairs August 2009 - May 2012 Texas State University | San Marcos, TX Study Abroad Program |Vietnam, Laos, Cambodia, Thesis: Refugee Policy | Sydney, Australia