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Campaigns + Strategy
Integrated marketing, advertising, and public relations campaigns from concept through execution. The work includes strategy development, positioning, audience insights, and campaign direction across platforms. Each project reflects a focus on building ideas that are both creative and built on strategic thinking.
Chatham County Health Department
Project Lead + Strategist
Led a team and overall strategy for a social marketing campaign focused on reducing childhood lead exposure. I designed and conducted mixed-methods research, including surveys and in-depth interviews, to uncover key barriers around awareness, access, and trust. Working with researchers and graphic designers, I translated these insights into a targeted campaign, with full strategy and creative execution launching in June 2026.
Carolina Name, Image, and Likeness
Art Director
Served as art director for a rebrand of Carolina NIL, translating the core insight into the “Carolina Blueprint” campaign platform. I collaborated closely with other art directors and copywriters to concept, iterate, and refine a visual identity system across multiple touchpoints. The final work extended across athletics, admissions, healthcare, and brand applications, creating a cohesive, cross-functional campaign.
ScreenStrong
Project Lead + Strategist
Led a team in conducting a marketing audit and growth strategy for ScreenStrong, a nonprofit focused on child screen use awareness. I conducted surveys, competitive analysis, and a full situational assessment to identify key opportunities for audience growth and engagement. I then worked with the team to develop audience personas, messaging frameworks, and scalable communication strategies across social, email, and web.
National Alliance on Mental Illness
Project Lead + Strategist
Led a team in developing a public relations strategy for NAMI Wake County focused on expanding reach and strengthening community engagement. I conducted a media and digital audit to evaluate brand consistency, messaging, and platform performance, then developed strategic recommendations to improve content alignment, volunteer engagement, and audience targeting across key communication channels.
Serve and Savour Catering
Strategy and Creative Director
Developed a creative campaign concept for Serve and Savour Catering based on an insight uncovered through secondary research on how food shapes memory and emotional connection. I translated this insight into the “Memory Menu” campaign, positioning menu items as storytelling elements tied to meaningful moments. The concept was supported by research, strategic messaging, outreach opportunities, and defined success metrics.
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