Integrated marketing leader with a 15-year career across brand, product marketing, growth and creative operations. I turn audience insight and commercial priorities into brand experiences, product launches, culture-led partnerships and measurable growth — then build the planning, governance and production systems that help cross-functional teams execute at speed. I’m strongest where creative ambition, operational rigor and senior/C-suite alignment all need to come together.
Each case shows why the work existed, the strategic response, how I aligned the full-funnel ecosystem across teams and channels, and what changed because of it.
Experiential
Make it felt.
Integrated experiences built as one 360° consumer system — connecting Social, Communications, Digital, Ecommerce, Shopper/Sales, Retail, PR and production around one message, one calendar and one brand world.
01Experiential
NYC + Houston · 2023
Secret KIND Farmers Market
Business / consumer challenge
KIND has long encouraged people to prioritize fresh, whole foods — even over its own packaged snacks. The challenge was turning that counterintuitive nutrition purpose into something consumers could experience and remember, while reinforcing KIND as a convenient next-best choice built around nutrient-dense first ingredients.
Strategic response
Bring the purpose to life in a way people could feel: a hidden farmers market gave away fresh produce — not snacks — then expanded to Houston with Padma Lakshmi as KIND’s first Culinary Partner, connecting nutrition education, culture and sampling in one memorable experience.
Key contributions
Built the shared workback and cross-functional delivery across Brand, Comms, Social, Digital, Shopper/Sales and external production partners; managed scoping, approvals, build, run-of-show, onsite stewardship and launch coordination so the activation connected back to the broader commercial calendar.
Impact
Brought KIND’s whole-foods-first purpose to life for 3,000+ attendees across two cities and elevated the platform through the Padma Lakshmi culinary partnership.
3,000+ attendeesNYC + HoustonPadma Lakshmi · first KIND Culinary Partner
January wellness marketing is crowded and predictable, with brands often competing around the same resolution language. KIND needed a more ownable way to enter the conversation.
Strategic response
Turn Quitter’s Day into a playful consumer experience: a one-day faux-wellness world with Lana Condor that invited people to choose a kinder, less prescriptive version of wellness.
Key contributions
Led creative production across the production schedule, install/strike, talent run-of-show, senior and C-suite approvals, content capture and the cross-functional handoffs required to execute the experience and its supporting content in a single day.
Impact
Delivered a one-day live + social activation recognized with a PRNEWS Experiential & Event PR Awards Honorable Mention.
1-day build / run / strikeLana CondorLive + social amplification
KIND Frozen was the brand’s first live activation after the new visual identity launched. The experience had to create trial and excitement while proving that the new brand world could translate consistently from social and digital into a physical consumer experience.
Strategic response
Use the Nolita pop-up as both a consumer-trial moment and the first real-world stress test of the new brand world — connecting the physical experience to social content and a national sweepstakes.
Key contributions
Project-managed the cross-functional delivery and master workback; coordinated social asset planning and event content capture; managed approvals and run-of-show; and ensured the physical experience and supporting content adhered to the new visual identity and brand standards.
Impact
Delivered a cohesive first post-rebrand experiential expression across physical + social touchpoints, with 2,818 sweepstakes comments and 1,745 recap likes.
2,818 sweepstakes comments1,745 recap likesNYC pop-up + national extension
KIND Frozen · National Ice Cream Day recap
KIND Frozen · social / event cut
01 / 02
Rebrand
Bring the new visual identity to life.
My role was making the new identity real — translating it across product families, channels and teams so lifestyle, product, ecommerce, retail and experiential all showed up as one cohesive KIND brand world.
01Rebrand · Governance
Enterprise-wide
A new visual identity, translated into lifestyle + product creative
New visual identity — vibrant monochromatic color worlds, stronger color ownership, cleaner compositions and more product-forward creative.
NOW · vibrant product-first brand world
NOW · new identity translated into retail / pantry context
NOW · bold color, product focus + ownable composition
NOW · lifestyle-led product creative
NOW · product-focused lifestyle storytelling
NOW · vibrant product-first campaign system
Protein MAX — visual identity in market
Lifestyle production — gym / product story
Lifestyle production — alternate frame
Protein With a Punch — modular asset
Protein With a Punch — modular asset
Zero Added Sugar — channel-native visual
Zero Added Sugar — alternate visual
01 / 13
Business / consumer challenge
The new visual identity could not stop at a brand book. My remit was helping translate it into real consumer-facing work across major channels, product families and teams — so every touchpoint felt like the same brand.
Strategic response
Translate the identity into a recognizable creative world — vibrant monochromatic color, cleaner compositions, stronger product focus and flexible lifestyle storytelling — then carry it consistently across ecommerce, paid, social, retail, PR and experiential.
Key contributions
Led the production and governance layer across KIND.com, Amazon/Walmart ecommerce, paid media, social, PR, retail and experiential; translated the direction into briefs, Figma templates, production calendars and standards, asset libraries, channel adaptations and QA so every team could build from the same system.
Impact
Built a repeatable cross-channel creative system that kept high-volume lifestyle and product work cohesive as the new identity scaled across teams, SKUs and channels.
Scale the new creative system without losing the craft
Business / consumer challenge
High-volume content became expensive and slow when every request defaulted to the same production path, while senior teams still needed confidence that quality would hold as volume increased.
Strategic response
Create a tiered production model: full production for high-impact work, modular adaptation when strong assets could stretch, and AI-assisted previsualization/testing where it could reduce waste without reducing craft.
Key contributions
Scaled in-house capability, standardized intake and approvals, and introduced AI-assisted storyboards that gave senior leaders a near-final view before shoots; used centralized production systems to route work to the right production path and keep feedback, owners and deadlines visible.
Impact
Reduced production costs 10%; shifted recurring DSC work that had exceeded $50K/quarter in agency spend into an in-house/co-op model with a dramatically faster, streamlined in-house turnaround; reduced final post-production approval cycles to ~2 rounds; and supported KIND’s first fully in-house national commercial. The broader Q4 Choose KIND campaign delivered 407M total impressions.
-10% production cost$50K+/quarter work shifted in-house~2 final post rounds
Rebrand in motion — 16:9 campaign asset
New visual identity · product-focused motion
New visual identity · lifestyle / performance adaptation
New visual identity · social-first product storytelling
01 / 04
Celebrity + Talent
Move at the speed of culture.
Real-time response, trend-led storytelling and talent partnerships built around moments people were already talking about — then translated into ideas that felt native to the brand, the talent and the platform.
AWARD-WINNING PARTNERSHIPS
Donna Kelce — PRSA Big Apple Best Use of Celebrity · Shorty Silver · Webby honors
Kristin Cavallari + Tori Spelling — Shorty-recognized · PRNEWS Digital Awards Honorable Mention
CULTURAL MOMENT → BRAND IDEA
Donna’s Purse Snacks moved from idea to launch in 3 days. Rob Rausch turned The Traitors’ viral breakfast ritual into a product-led drop. Kristin + Tori used the early-2000s nostalgia wave to make a back-to-school launch feel culturally current.
Q4 INFLUENCER PERFORMANCE
+15.6 ptBrand Favorability
+20.1 ptPurchase Intent
Influencer was the strongest-performing channel in Q4 cross-media measurement.
✦PRSA Big Apple · Best Use of Celebrity | Shorty Silver · Real Time Response | Webby honors
01Celebrity + Talent
Super Bowl right-to-play → ongoing cultural platform
Donna Kelce
Business / consumer challenge
KIND did not have an obvious right to play in the Super Bowl. The opening was uniquely human: Donna Kelce had two sons facing each other in the game, creating a credible way for KIND to talk about competition, family and choosing kindness without forcing itself into sports culture.
Strategic response
Established the partnership around the idea that kindness still wins in competition, then kept building the relationship as Donna’s cultural relevance grew — reactivating it for Donna’s Purse Snacks when a new real-time moment emerged.
Key contributions
Led the production path across talent briefing, brand integration, approvals, usage, capture and paid-readiness; coordinated the internal and external partners required to move the Purse Snacks follow-on from idea to launch in three days.
Impact
The Purse Snacks follow-on delivered 4M social views, 1B earned impressions and 8% TikTok engagement (+220% vs. industry average); the second release sold out in 44 minutes.
3-day build-to-launch4M social views1B earned impressions8% TikTok engagement · +220% vs industry avgSecond drop sold out in 44 min
Back-to-school is one of the most crowded and transactional marketing periods of the year. KIND needed to launch KIND Kids in a way that earned parents’ attention instead of adding another functional lunchbox message.
Strategic response
Turn early-2000s nostalgia into a product-launch platform: pair Kristin Cavallari and Tori Spelling with a playful hero film that recreated recognizable pop-culture moments, then extend the idea across social, paid and earned media.
Key contributions
Led the production workflow from talent briefing through brand integration and approvals; worked through music, show and usage/licensing rights required to reference recognizable entertainment properties; and coordinated final assets for social, paid and earned amplification.
Impact
The campaign generated 17M+ social video views, 99% positive sentiment, 36K+ shares and 2.2B+ earned-media impressions.
Nostalgia trend → product launch17M+ social video views99% positive sentiment36K+ shares2.2B+ earned media impressions
Kristin + Tori · Good Morning America / campaign coverage
KIND Kids · campaign results
KIND Kids nostalgia campaign film
Kristin and Tori campaign
Kristin Cavallari KIND Kids
Tori Spelling KIND Kids
KIND Kids product creative
01 / 07
03Celebrity + Talent
The Traitors cultural breakout · Protein MAX Granola · Feb 2026
Rob Rausch — RISE & KIND
Business / consumer challenge
A functional protein story needed a credible reason to enter entertainment culture without reading like a traditional endorsement.
Strategic response
Turn Rob Rausch’s viral breakfast ritual during The Traitors cultural breakout into RISE & KIND — a limited-edition breakfast box pairing KIND Protein MAX Granola with the Scottish salmon fans already associated with the moment.
Key contributions
Led the production and approval path across talent, creative, product integration, usage and final delivery, translating a fast-moving cultural reference into a shippable product-led brand moment.
Impact
Converted a live entertainment conversation into a limited-edition product drop that connected Protein MAX to culture rather than a standard protein claim.
Cultural moment → product dropLimited-edition dropProtein MAX GranolaEntertainment culture → product launch
Bring KIND’s new brand world into an active-lifestyle moment in a way that felt culturally relevant rather than like traditional event sponsorship.
Strategic response
Use Dylan Efron and the Life Time Miami Marathon as a natural bridge into fitness culture — putting KIND inside the energy of race weekend and extending the new visual world into talent-led social content.
Key contributions
Helped translate the partnership into the new brand world across event and social content, coordinating production details and approvals so the execution stayed consistent with the broader brand rollout.
Impact
Extended the new identity into a high-energy fitness setting and added another talent-led proof point beyond entertainment and pop culture.
Fitness cultureTalent partnershipNew brand worldEvent + social
Life Time Miami Marathon · race-weekend content
Dylan Efron × KIND · Hype Station
01 / 02
05Celebrity + Talent
Bravo’s Summer House · KINDest Bed Rotting · Jan 2025
Ciara Miller + Amanda Batula
Business / consumer challenge
New Year wellness is crowded with prescriptive messaging; the brand needed a way into the conversation that felt culturally current rather than corrective.
Strategic response
Partner with Ciara Miller and Amanda Batula around “bed rotting,” a Gen Z self-care behavior, and extend the idea through talent content, a sweepstakes and limited KINDest Bed Rotting Essentials Kits.
Key contributions
Coordinated creative, talent, production and approvals across partners so the idea stayed true to the personalities, on brand and ready for social amplification.
Impact
Created a culture-led January moment that linked talent, social content and a consumer activation around a more playful take on wellness.
Bravo talent partnershipCulture-led January momentTalent + social + consumer activation
Ciara Miller + Amanda Batula · culture-led content
01 / 01
06Celebrity + Talent
Netflix talent · Social-first cultural moment · 2025
Tanner Smith
Business / consumer challenge
Creator partnerships only work when the brand idea can live naturally inside the creator’s own voice and audience relationship.
Strategic response
Build a KINDness-led social idea around Tanner Smith’s optimistic personality and community interaction rather than forcing a scripted product message.
Key contributions
Guided the brand integration, creator briefing, approval flow and final asset readiness.
Impact
Delivered creator-native content that earned 3,244 likes and 113 comments on the saved post.
3,244 likes113 commentsCreator-native concept
VIDEOVideo previewTanner Smith partnership ↗
Tanner Smith partnership · social asset
01 / 01
07Celebrity + Talent
NYC · Celebrity cultural moment · 2023
Neil Patrick Harris
Business / consumer challenge
A celebrity moment needed to feel celebratory and generous rather than transactional.
Strategic response
Create a surprise 50th-birthday moment that connected KIND with Neil Patrick Harris and the NYC Gay Men’s Chorus.
Key contributions
Managed the brand-production path across partners, approvals and content delivery while protecting the spontaneity of the moment.
Impact
Extended KIND into an entertainment/cultural moment through a warm, shareable activation rather than a traditional endorsement.
807 likes40 commentsCelebrity + cultural moment
Neil Patrick Harris · partnership content
01 / 01
Partnerships
Purpose + community, built to matter.
Cause, community and co-brand programs designed around a shared reason to exist — then carried through partner alignment, full-funnel delivery, approvals, production and channel rollout.
01Purpose Partnership · World Kindness Day
Beast Philanthropy · Nov 2022
Beast Philanthropy × KIND
Business / consumer challenge
World Kindness Day needed to live beyond brand messaging and demonstrate KIND’s purpose through action at meaningful scale.
Strategic response
Partner with Beast Philanthropy around MrBeast’s attempt to complete 10,000 acts of kindness, using KIND product and distribution support to turn the idea into tangible community impact.
Key contributions
Coordinated the cross-functional production, partner alignment, approvals and launch delivery required to connect the purpose platform across KIND, Beast Philanthropy and supporting channels.
Impact
KIND provided 100,000 bars to support the program; the sponsored World Kindness Day video generated 5.3M views and 11,000 comments.
100K KIND bars10K acts of kindness5.3M video views
Showing up in a cultural moment can feel rented unless the brand has an authentic role and a real community presence.
Strategic response
Build a visible, celebratory KIND presence designed for the energy of Pride and social amplification around the event.
Key contributions
Served as KIND’s point person with NYC Pride and event stakeholders; managed the sponsorship requirements and logistics, led the external agency build, coordinated onsite execution and owned product planning for large-scale sampling throughout the event.
Impact
Turned a major sponsorship into a visible, on-brand consumer presence across the parade and surrounding activation footprint — connecting partnership management, build, operations and sampling at NYC scale.
NYC Pride sponsorshipAgency build + onsite logisticsLarge-scale product sampling
KIND at NYC Pride · team + parade presence
KIND at NYC Pride · recap
KIND at NYC Pride · consumer activation
KIND at NYC Pride · cultural moment
01 / 04
02Brand Partnership
World Kindness Day
Little Words Project × KIND
Business / consumer challenge
A co-brand partnership only earns attention when both brands have a credible reason to be in the same conversation.
Strategic response
Turn the shared idea of kindness into KIND’s first co-branded product — a Little Words Project bracelet — and use the launch to open KIND’s first TikTok Shop, creating a purpose-led product moment that could live across social, commerce, retail and community giving.
Key contributions
Scoped and produced the program across partner alignment, creative briefs, product and asset approvals, launch timing and channel rollout; coordinated the first co-branded product launch and the operational path for KIND’s first TikTok Shop product, then extended the platform into retail programming including ShopRite.
Impact
Established KIND’s first co-branded product and first TikTok Shop launch while extending the purpose platform across social, commerce, retail and community participation.
593 likes23 commentsSocial + retail extension
Little Words Project × KIND · co-branded launch
Little Words Project × KIND · co-branded product
Little Words Project × KIND · product still
Little Words Project × KIND · TikTok Shop launch
01 / 04
03Partnership · World Kindness Day
World Kindness Day · Nov 2022
Reese’s Book Club × DonorsChoose
Business / consumer challenge
A purpose-led moment needed to create tangible value for communities, not just seasonal brand messaging.
Strategic response
Partner with Reese’s Book Club and DonorsChoose to support classrooms and teachers, tying World Kindness Day to reading, self-care and direct giving.
Key contributions
Coordinated partnership production, cross-functional alignment, approvals and social delivery across the brand and partner ecosystem.
Impact
Directed $10K toward classrooms in need and delivered 10 teacher self-care boxes through a cause + content partnership.
Reese’s Book Club × DonorsChoose · partnership content
01 / 01
04Partnership · World Kindness Day
World Kindness Day · Nov 2022
Dylan Mulvaney × KIND
Business / consumer challenge
World Kindness Day needed to feel personal and human across different communities rather than like one broad corporate message.
Strategic response
Use creator-led acts of kindness to give the purpose platform specific, authentic expressions through each talent’s own voice.
Key contributions
Managed creator partnership production, brand alignment, approval flow and social asset delivery.
Impact
Delivered a creator-led purpose moment that generated 43K likes and 1K+ comments on the saved post.
43K likes on saved post1K+ commentsCreator-led purpose moment
Dylan Mulvaney × KIND · World Kindness Day content
01 / 01
Product + Growth
The system behind the growth.
Across categories and business models, the operating pattern is consistent: find the consumer or commercial signal, set the priority, align the cross-functional system, get the work into market and measure what changed.
01Find the signalAudience, market, assortment, funnel or commercial data
→
02Set the strategyPositioning, prioritization, GTM or growth hypothesis
→
03Align the systemCross-functional owners, channels, milestones + decisions
→
04Get it to marketLaunch, merchandising, creative, lifecycle + channel execution
→
05Measure + learnBusiness result → next decision
Product Marketing · LG Fashion & Home
Turn portfolio signals into smarter product + creative allocation.
SIGNAL
Sales, margin, assortment, competitive and forecasting inputs across a $100M Fashion & Home category.
STRATEGY
Prioritize the products, seasonal stories and creative support most likely to drive profitable category growth.
EXECUTION
Aligned Forecasting, Sales and Creative across product selection, seasonal launches, merchandising and creative allocation.
IMPACT3,000+ SKUs
+10% category profit margin · +19% net revenue per SKU YoY.
Growth + Commercial Strategy · REZI
Build the growth engine as the business scales.
SIGNAL
Market, audience and funnel patterns as REZI expanded from one market to 14.
STRATEGY
Turn recurring acquisition and lifecycle insights into repeatable launch playbooks for new markets.
EXECUTION
Ran iterative tests across creative, messaging, forms, UX and lifecycle with Product, Design and Engineering.
Selected paid-social creative I managed within REZI’s acquisition program; budget and creative were optimized against market and funnel performance.
Selected outcomes
Work that moves the brand — and the business.
Selected campaign, growth and operating results across KIND, REZI and LG.
+15.6 pt
Brand Favorability lift from the Q4 influencer channel.
$19M / $2.10
Sales lift / ROAS from H1 Digital + Meta.
17M+ / 99%
Social video views / positive sentiment for the KIND Kids nostalgia launch.
-10%
Production-cost reduction after reshaping the in-house / agency model.
+18%
Lead-to-tour conversion improvement at REZI.
+19%
Net revenue per SKU year over year across LG’s $100M Fashion & Home portfolio.
About
I connect strategy, creative and the system that gets work into market.
Across roles, the pattern is consistent: I enter complex growth and marketing environments, find the commercial or consumer problem, build the cross-functional structure to solve it, get the work into market and measure what changed. My career spans experiential, creative production, product marketing, growth and brand operations across CPG, high-growth tech, retail and Fashion & Home.
At KIND, that has meant connecting Brand, Comms, Social, Digital, Ecommerce, Shopper/Sales, Retail and production around one integrated campaign idea so consumers see one cohesive message instead of competing channel plans. In my current producer role, the same principle extends to the new visual identity: every team and SKU needs to show up in the same brand world across ecommerce, paid, social, retail, PR and experiential. Earlier, I helped scale REZI from one market to 14 and led product marketing for a $100M, 3,000+ SKU Fashion & Home portfolio.
Outside the work: I’m a curious, community-first person who loves learning, challenging myself and trying things I’m not immediately good at — which probably explains recent hobby choices like half marathons, HYROX and board sports. I’m also a huge foodie who loves experimenting in the kitchen, being near the water, finding a good hike or road trip, and testing new AI tools that can make everyday life a little easier or more efficient — from training plans to my Dominican-Mediterranean meal prep. I’m currently based in Brooklyn and bilingual in English and Spanish, and I’m usually the person bringing different friend groups together for BBQs, craft/paint nights and field days. But above all else, my favorite title of all is Titi to my niece and nephew, Eli and Elyse.
