Work At A Glance
CAMPAIGNS
Breath for All- Health Campaign
creator strategy · social impact campaign · audience growth
Results
$3.5K creator budget · 27 creators booked · 1.1M reach · 76% new-donor growth ·
46% audience growth
For ALIMA’s Breath for All campaign, I led creator activation designed to turn a complex global health issue into a culturally relevant campaign that could drive awareness, engagement, and donor growth.
The challenge was reaching U.S. audiences around medical oxygen access in sub-Saharan Africa without relying on traditional crisis messaging. The campaign connected the growing interest in breathwork and meditation with ALIMA’s mission, inviting audiences to “take a breath, give a breath.”
Working with a $3,500 creator budget, I developed and managed the creator strategy, identifying and booking 30 creators with authentic connections to wellness, mindfulness, meditation, and social impact. I managed outreach, negotiations, creator participation, messaging, and campaign alignment to help make the issue understandable and actionable for new audiences.
The campaign reached 1.1M people, generated 610K video views, drove 25X organic engagement, and contributed to 76% growth in new donors.
Fastic Wellness Campaign
TikTok creator campaign strategy · UGC development · app growth
Results
16 creators · 284K+ organic views · 22K+ engagements · 7.8% engagement rate · 15% lift in app downloads
Fastic wanted to use TikTok creators to generate high-performing, reusable content while driving organic growth for its fasting app. The challenge was making a wellness product feel native to TikTok rather than like traditional advertising. The campaign therefore had two goals: generate creator content that Fastic could repurpose for paid media and drive organic app downloads through creator channels.
I developed and managed a campaign with 16 creators, matching content concepts to each creator’s audience and natural storytelling style. The creative strategy emphasized strong opening hooks, lifestyle-based storytelling, subtle product integration, and 30 to 45-second vertical videos that showed how Fastic fit naturally into everyday routines. Creators were specifically directed not to lead with the product, helping the content feel more like native TikTok than an ad.
That approach mattered. The campaign analysis found that the strongest-performing creators stayed true to their established content styles, and the top three creators generated more than 65% of total campaign views. Transformation stories, personal routines, and authentic first-person storytelling consistently outperformed more direct promotional content.
The organic campaign generated 284K+ views, 22K+ engagements, and a 7.8% engagement rate while also producing a library of creator assets Fastic could extend into paid acquisition campaigns. Your earlier campaign summary also records a 15% increase in app downloads.
EVENTS
Patreon Assembly (Los Angeles)
invite-only creator summit and thought leadership programming
Results
250,000 livestream attendees · 5M reach and impressions · 15% lift in platform signups
Patreon Assembly was an invite-only summit featuring popular names in film, podcasting, art, activism, music, and media. It took place in 5 cities: Neuehouse Hollywood in Los Angeles, Los Angeles, San Francisco, New York, Chicago, and Seattle. One hundred people gathered in person, and streamed live online to an audience of 250,000. The theme was creative independence, and the format was built for stories rather than panels: 8 to 10 featured artists, 20 minute fireside talks and performances, live-streamed to creators worldwide.
As the contract talent producer for Patreon Assembly working with the Patreon team. Patreon brought me in on contract to ideate, pursue, and land high-profile creators who would bring credibility and insights to the conversations, build excitement for the brand and the event. Secured guests were Hannah Hart, Issa Rae, Patton Oswalt, Whitney Cummings, Gabbie Hanna, Killer Mike and more.
I led creator strategy and the outreach and negotiation process for the guest bookings, working with 20 people across production, legal, marketing, creator representatives, and comms. I advised on budgets, travel planning, and venue walkthroughs. Additionally, I edited talent agreements and supported legal approvals through the content rights and likeness terms, and shaped agenda descriptions and onsite talent movement across a seven hour run of show.
Shortly Awards Show (New York)
award development + talent strategy + cultural event activation
Results
30+ celebrity + creator participants · 5M+ audience · 100% increase in fan engagement
Across three Shorty Awards, I worked at the intersection of concept development, talent strategy, cultural programming, and live event execution, helping the organization expand both its talent presence and its awards platform.
The challenge was turning an awards show born on the internet into a live cultural event that influential celebrities, creators, and digital talent would actually attend. I developed and executed talent strategies designed to bring the right people into the room, increasing the show’s relevance, media value, and audience interest.
My work went beyond talent booking. I created the Shorty Phenom Award, with Karlie Kloss as its first recipient, and launched the 1st Shorty Social Good Awards, developing award positioning, honoree strategy, and talent outreach around both new initiatives.
I secured 30+ celebrity and creator participants for the Shorty Awards programs, while managing outreach, negotiations, relationships, and live-event participation across hosts, presenters, performers, honorees, and attendees.
As the Shortys platform grew, it reached 3M site visitors, 5M social votes, 1M+ livestream viewers across the shows, and 1B press impressions.*
ACTIVATIONS
Polaris Slingshot Activation (Las Vegas)
creator partnership strategy + experiential product launch + social amplification
Results
$100K creator budget managed · 8.9M impressions · 8.4M reach · 623K engagements
For the launch of the 2020 Polaris Slingshot, I develop and execute a celebrity and influencer strategy designed to introduce the new auto-shift model through culture, social media, and an immersive live experience.
The challenge was reaching new audiences while staying true to a product built around standing out, adventure, and self-expression. I develop a tiered talent strategy spanning celebrities, campaign influencers, and event creators, selecting partners based on audience fit, brand alignment, engagement, and their ability to authentically bring the Slingshot experience to life.
I managed the creator program end to end, including talent outreach, negotiations, contracts, a $100K campaign budget, travel and event logistics, creator schedules, deliverables, content requirements, onsite participation, and real-time issue resolution.
At the live activation, I coordinated creator movement through red carpet moments, ride-alongs, branded experiences, media opportunities, and social content to ensure both the talent experience and campaign obligations were delivered. The broader influencer plan was designed to support up to 3 campaign moments throughout the year rather than one-off creator posts.
The resulting influencer content generated 8.9M impressions, 8.4M reach, 623K engagements, and 87K profile visits, extending the product launch well beyond the live event.
Fiverr "Do With" Campaign
creator campaign and partnership strategy · deal architecture · brand growth
Results
30+ celebrity + creator participants · 5M+ audience · 100% increase in fan engagement
Fiverr wanted to use culturally relevant creators to bring its “Do With” platform to life, connecting accomplished entrepreneurs and creatives with Fiverr’s global community while driving awareness, credibility, and platform growth.
I architected the creator partnerships end to end, including deals with Lilly Singh and Wyclef Jean. My role went beyond booking talent. I developed the partnership concepts, identified the strategic fit between talent and Fiverr’s business goals, structured the activations, negotiated deal terms, defined creator deliverables and usage rights, and worked across talent, brand, social, PR, and production teams to bring each partnership to market.
For Lilly Singh, I built a multi-part collaboration connecting her entrepreneurial platform and #GirlLove initiative with Fiverr’s community of women business owners. The deal combined live programming, social content, a Fiverr Pro Limited Edition Gig, promotional content, community participation, and a master class designed to turn Lilly’s expertise in video, storytelling, and social media into something Fiverr users could directly experience. The proposed partnership included 4 to 5 social posts, paid amplification, a 5M-person newsletter audience, platform promotion, PR, and content usage rights. Fiverr ultimately launched the partnership as an opportunity for a women-led business to work directly with Lilly and a Fiverr Pro production team to create a digital video campaign.
The creator partnership strategy helped Fiverr turn talent into more than endorsements. It created experiences, content, community engagement, and conversion opportunities built around each creator’s credibility and expertise.
SOCIAL