PORTFOLIO
Selected public relations, brand strategy, and cultural communications work.
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Dairy XP: Elevate Your Game PR Campaign Lead · Digital Activation · TikTok Strategy
Dairy XP: Elevate Your Game PR Campaign Lead · Digital Activation · TikTok Strategy
A digital-first PR campaign developed for the American Dairy Association Northeast, repositioning dairy within Gen Z and Gen Alpha gaming culture through interactive social activation. Engineered a custom TikTok filter via Effect House generating 40K+ views, 35K+ plays, 500 UGC posts, and organic reach across 5+ countries — entirely without paid media.
SKIMS Brand Strategy Suite
Campaign Strategy · Press Materials · Crisis Communications · Media Relations
A multi-concept brand strategy body of work developed around the SKIMS universe — spanning a men's collection launch campaign, a cultural collaboration concept with Savage X Fenty, an integrated press materials suite including crisis communications and a media pitch to Anna Wintour, and a long-form brand journalism feature exploring SKIMS' expansion into luxury hospitality.
TikTok Brand Strategy Externship
Sapphire Studios × All Basics Uniforms · Hosted by Extern, Powered by TikTok
A live brand strategy externship developing TikTok-first content strategy and audience positioning for a modern school apparel brand targeting Gen Alpha and parent demographics simultaneously.
One of social media's most nuanced dual-audience challenges. Built platform-specific content systems, engagement frameworks, and visual direction designed to maximize discoverability and cultural relevance.
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