I build the plan. Positioning, narrative, audience, platform strategy, campaign direction. I get into the brand, figure out what it's actually trying to say, and create the strategic framework to say it well. Then I stick around to make sure it gets made properly.

I create the work. Video, editorial, social content, campaign assets, long form, short form. I concept it, direct it, produce it, and edit it. I've done this for primetime television, global magazine brands, album campaigns, and three-person start-ups. I think about content the way a magazine editor thinks about a cover story: what's the angle, what earns attention, what will people actually remember.

I've built channels from nothing and grown them into the millions. I think about social as a brand and editorial tool, not a posting schedule. Platform strategy, audience growth, formats, analytics, community. I'm fluent in every platform and I understand how they all connect to build a brand online, from TikTok to newsletters to YouTube to email.

Where does your brand sit in culture, and where could it be? I work with brands to figure that out and show up with intention. This could mean a full brand strategy, a campaign, a rebrand, a launch, or just someone in the room who gets it and can tell you what's working and what isn't.

How a brand looks and feels matters. I've led creative direction across campaigns, social channels, video series, and brand identities. Visual identity, tone of voice, art direction, editorial guidelines. I make sure everything a brand puts out feels like it came from people who care about the details.