Walmart, 2024
The Nuevolution Project
A $10M multi-category cultural platform for Gen Z and Millennial shoppers, rooted in joy, identity, and movement, and built so a community could see itself in its own voice across apparel and home.
What I actually did. Architected the platform end to end and owned its naming, voice, messaging, and visual identity. Directed two agency partners and 30+ specialists across media, social, experiential, PR, and merchandising from brief to production, gave feedback on set, and directed voiceover sessions as the client. Wrote creator briefs and .com and social copy, and led a shoppable on-screen moment at the Billboard Latin Music Awards.
Result. 150M+ impressions, 9.5M engagements, and a 6.33% engagement rate through creator partnerships, digital storytelling, and live activations.
Allstate, 2019 to 2024
Mayhem, a new value proposition, and a sponsorship portfolio
Allstate was moving through major agency change and needed its brand to work harder in culture and more consistently across a regulated, 40,000-person organization.
What I actually did. Founded Allstate's first in-house creative strategy discipline and helped reimagine Mayhem with real-time cultural and sports-driven storytelling. Built a new Customer Value Proposition with its voice, messaging standards, visual identity, experience guiding principles, and briefing processes, and was one of five leaders selected to run agency selection. Later, I built the inclusive marketing function, uniting College Football, the Sugar Bowl, the HBCU Legacy Bowl, MLS, and Sueño Alianza into one fan-first platform, and created the Allstate HBCU Collaborative.
Result. The value proposition was adopted enterprise-wide across 40,000+ employees and presented to 500+ leaders at the CMO's request. Mayhem returned in 2022 with work made by Allstate's in-house creative team.
Target, 2014 to 2019
Made to Matter and a wellness portfolio guests could trust
Target had no brand and creative strategy capability for its Wellness, Beauty, Baby, and Pets portfolios, and guests needed a clear reason to trust better-for-you products.
What I actually did. Built Target's brand and creative strategy capability from scratch. Led the $200M health and wellness portfolio within Made to Matter, including Olly and the Freshpet brand launch, and repositioned Target's Pets category. Built Target Clean iconography and claims governance across 4,000+ products. Designed the operating model for Target Finds, from content strategy to process to optimization loop, and built the Baby content engine behind hundreds of brand integrations across social, creators, custom content, print, in-store, email, and CRM.
Result. Target Finds delivered $30M+ in first-year revenue at 18% above conversion benchmark and still shapes how Target.com is executed. Target reported that Made to Matter hit its $1 billion sales goal.
How I work
I change how teams work, not just what they make. My leadership pairs high standards with real empathy, because people do their best work when they feel both challenged and heard.
Find the distinction
Every strong brand stands for something distinct. I start with research and real people to find what sets it apart.
Build the architecture
Positioning, voice, and a messaging system that holds together across every product, channel, and partner.
Brief with clarity
Clear, focused briefs and thoughtful processes that set agencies and in-house teams up to do their best work.
Stay in it
On set, in the edit, and in the approvals, so the strategy survives all the way to what people actually see.
Where it started
As a brand planner at Cramer-Krasselt, I created the global Feel the Love platform that moved Crocs from quirky utility to a comfort-driven lifestyle brand, adopted across the UK, Asia, and Eastern Europe. I went on to plan for Hefty, Reynolds, Cracker Barrel, Eggo, and T-Mobile at Havas and Razorfish.
Building with AI
I build with AI, not just talk about it. I built Cosmic Current, a consumer astrology, mood-tracking, and journaling app, and CareBrief.ai for caregivers. I use generative AI across research, briefs, concepting, copy, and prototyping, always clear on where it accelerates the work and where human judgment has to lead, a topic I spoke on at the Latino AI Summit.