Thank you for your interest in me and my work. I’ve had the pleasure of working with some of the world’s most iconic brands, including Victoria’s Secret and Barbie, creating lasting emotional connections with consumers through strategic storytelling, compelling campaigns, and consistent global marketing initiatives.
What sets me apart is my passion for design and writing, my thought leadership, and my ability to build trusted partnerships while mentoring fellow creatives.
As part of the Mattel Global Marketing Communications agency, I served as Creative Director for Barbie and the Dolls portfolio — including Monster High, Polly Pocket, Disney Princess, and more — supporting the $3.1B Barbie business.
Barbie’s story spans more than 65 years, but by the 2010s, the brand faced challenges — particularly among parents. For a decade, my team helped reshape perceptions of Barbie, moving her away from being “too blonde, too perfect, too vapid.” We led Project Dawn, a groundbreaking initiative introducing new doll body types that reflected real diversity and modern culture. We expanded representation across skin tones, hair textures, and abilities, celebrated inspirational female role models, and spotlighted empowering careers for women.
This cultural groundwork helped prepare society for the success of Barbie: The Movie (2023). My team led the year-long global brand campaign leading up to its release — a full-scale “pink takeover” that reignited fan passion and drove engagement across generations.
Other highlights include the Barbie 50th Birthday campaign (a $10M initiative reaching over 2B consumers) and the Ken 50th celebration, featuring global pop-ups, billboards, and an online voting campaign. During this time, I also earned an MFA in Creative Writing, deepening my storytelling expertise to craft scripts, broadcasts, pitches, and brand narratives that connect with audiences on an emotional level.
My work has been translated globally, imitated by Greenpeace, and has even inspired fans to literally chase Ken through the streets of New York. It has been featured in Ad Age, AdWeek, and The Wall Street Journal.
I’m driven by our ever-evolving culture — how we engage, communicate, and express identity — and how those shifts are reflected back to us through marketing, entertainment, and technology.