Selected
Work

Context. Kaiser Permanente's paid media function operated across fragmented teams, agencies, and measurement frameworks – creating inefficiency, inconsistency, and limited ability to optimize at scale across a $100M+ annual investment portfolio.

Approach. Designed and built a Paid Media Center of Excellence to consolidate strategy, standardize measurement, and establish governance across all media investment. Defined operating models, agency accountability frameworks, and performance dashboards that gave leadership visibility across the full portfolio.

Leadership. Led the organizational design, agency partner alignment, and internal stakeholder buy-in across a highly matrixed structure – navigating legal, compliance, and regional market complexity throughout.

Outcome. Established a unified media operating model that improved efficiency, increased measurement consistency, and created a scalable foundation for national and regional campaign execution across eight states.

Context. Younger audiences were increasingly unreachable through traditional media channels – and skeptical of institutional healthcare messaging. Capturing their trust and attention required a fundamentally different approach to both content and distribution.

Approach. Designed and led an influencer-focused audience strategy grounded in authentic storytelling rather than branded messaging. Built the infrastructure for creator identification, content development, and performance measurement – establishing influencer marketing as a scalable, accountable channel within the broader media mix.

Leadership. Aligned cross-functional stakeholders across brand, legal, compliance, and regional marketing – navigating the particular sensitivities of healthcare influencer content to build a program that was both credible and compliant.

Outcome. Delivered 3.5x membership growth above goal and over 450M impressions, establishing influencer marketing as a scalable, accountable acquisition channel with a repeatable model for content development, creator management, and performance tracking.

Context. Building a nationally recognized brand in a regulated, complex healthcare environment requires more than media spend – it requires a consistent narrative that holds across channels, markets, and audiences while meeting strict legal and compliance standards.

Approach. Led end-to-end national brand campaign development – from brief and strategy through creative development, media planning, and measurement. Aligned agency partners across creative, media, and research disciplines around a unified brand platform. Built campaigns that reached diverse, multicultural audiences with culturally resonant messaging across TV, digital, social, and out-of-home.

Leadership. Directed the full agency ecosystem, managed senior stakeholder alignment across brand, legal, and regional leadership, and established creative and measurement frameworks that improved consistency and accountability across the portfolio.

Outcome. Sustained national brand presence and awareness growth for one of the nation's largest healthcare brands, with campaigns that consistently met both brand objectives and regulatory requirements.

Context. California competes for international visitors against some of the world's most established destination brands. Winning that competition requires coordinated campaigns across dozens of markets, each with distinct media landscapes, consumer behaviors, and travel motivations.

Approach. Built and led global marketing capability across 40+ international markets – developing market-specific strategies that aligned California's brand storytelling with the cultural context, traveler behaviors, and decision-making patterns of each target audience. Directed $70M+ annual advertising investment across paid media and partnership programs, working closely with content and trade teams, with local agency networks and airline co-op programs amplifying reach in each market.

Leadership. Led landmark brand advertising campaigns and partnership programs with Disney, Super Bowl 50, Travel + Leisure, and Condé Nast. Worked closely with agency partners, airline co-marketing teams, and in-market tourism offices to ensure consistent global execution.

Outcome. Campaigns contributed to record results for Visit California, including $13.95B in incremental visitor spend, helping establish the organization as one of the world's most effective destination marketing programs.

Context. Partnerships work best when they are designed as extensions of a broader brand strategy – not standalone activations. The challenge was building a partnership model that amplified Visit California's paid media investment rather than operating in parallel to it.

Approach. Led an integrated partnership framework spanning entertainment studios, media properties, airline co-marketing, celebrity talent, and cultural events. Each partnership was evaluated against its ability to extend reach, add cultural credibility, or create content that the paid media program could amplify.

Leadership. Led the development and deployment of programs with Disney (Saving Mr. Banks premiere), Super Bowl 50 Host Committee (Bay Area or Bust with Joe Montana), Condé Nast (Golden State of Luxury), Travel + Leisure, British Airways, Qantas, and others – building a portfolio of partnerships that consistently delivered both cultural relevance and audience reach.

Outcome. Established a repeatable partnership model that generated over 275M combined impressions across major activations, with programs that became industry benchmarks for destination marketing partnership strategy.