BIC Soleil Escape
Bic wanted to launch their revamped line of scented handle razors with a campaign that would shake up the usual shaving routine and bring a fun, social relevant vibe to the brand. Working with a tight budget, I lead the Mags & Marrelli creative team to delivered a range of original content, including posts across Facebook, Instagram, TikTok, Snapchat, and influencer partnerships, along with digital ads. The campaign, "Tickle Your Senses," also featured in-store displays at Walmart. By driving social engagement, this program boosted sales and expanded brand reach—so much so that Bic decided to continue and grow the scented razor line the following year.
Aveeno
For over two years, I’ve led the team at Kenvue in creating impactful content across all digital channels for Aveeno's Body and Face brands. I designed and photographed content for organic social channels, digital commerce, web and email initiatives, ensuring each was strategically aligned with the global brand vision. As part of the CX team, we implemented efficient, agile solutions that delivered both cost savings and fast results. Every year, we consistently exceeded our deliverables and goals with ease.
Lubriderm
Similar to my work with Aveeno, I led my team at Kenvue in developing strategic digital content for Lubriderm's owned social channels and e-commerce PDP pages across Amazon, Walmart, and Target. Our approach was rooted in a deep understanding of our consumer—straightforward, no-nonsense, and fluff-free. We also created a highly successful influencer guide to ensure content was tailored for both the brand and fit for platform. The successful launch of Lubriderm washes included a social media takeover in stories, reels and static posts, along with the creation of brand-new PDP pages on Amazon.
Clean & Clear
Over the past year, my team has been focused on transforming Clean & Clear into a brand that feels both nostalgic and relevant to today’s trends. We spearheaded the promotion of the return of the pump top on all face washes across e-commerce and social platforms, complementing with organic social content throughout the second half of the year. Additionally, we led multiple photoshoots to set the stage for 90s nostalgia, which will play a key role in our digital and display strategies for 2025.
Brancott Estate
As a niche lead in the alcohol-beverage space, I led my team in developing numerous impactful campaigns for Pernod Wine. One of our standout projects was for Brancott Estate’s Sauvignon Blanc, where we aimed to create a fresh, bold campaign for the summer. Building on their global "New Perspective" initiative, we designed a program that would shift the perspective of white wine drinkers. By harnessing the vibrant energy of all things "bright and white," combined with summer’s hottest color (white), we ensured Brancott stood out both in-store and across digital platforms. Our in-store displays and on-prem activations offered consumers a new, exciting way to experience wine, while also providing fresh inspiration for hosting summer gatherings. The result was a campaign that resonated with both consumers and the sales force.
The campaign also included BE Blanc Parties, which kicked off summer by engaging culture-seekers to try and love Brancott Estate wine, along with a partnership with Refinery29 to push branded content to influencers.
In addition, we capitalized on a previous partnership with Lady A in 2017, using a mix of on-premise, off-premise, digital, and concert activations to reach fans and wine enthusiasts alike. After pitching three distinct concepts, we landed on "Get on the Road to the Red Shed", a campaign that not only put Brancott Estate at the forefront but also created a unique synergy with Lady Antebellum’s fanbase. This concept allowed fans to get closer to the band than ever before, as they uncovered the band's roots through viral videos and on social media. Alongside this, the campaign unveiled the journey of Brancott Estate—from the red shed in New Zealand to the tasty glass of wine in their hands.
Cooked Perfect
From meatballs to chicken wings, Cooked Perfect offers a quick, easy solution that moms can feel good about serving their families. For their flavorful meatballs, my team & I developed the "Say it with Meatballs" campaign, showcasing their versatility for any occasion. With stunning photography and engaging social videos, we created visuals that captivated consumers across in-store displays, web, digital animations, and other marketing tactics. We kept the design clean and impactful, knowing how quickly we need to grab attention for key moments like weeknight dinners, back-to-school, holidays, and the Super Bowl.
When it came to launching Fire Grilled Chicken, we knew a strong brand identity was essential. Our comprehensive brand guide became a vital resource for all agencies involved. The campaign was built around playful, fun language that emphasized the fire-grilled taste and excitement of the product, creating a strong connection with consumers.
OSCAR MAYER
For a freelance project, I was tasked with updating all Oscar Mayer Amazon Brand pages and product detail pages (PDPs) across both Amazon US and Canada following a rebrand. With over 100 SKUs and a tight timeline, I took on the challenge of ensuring consistency across the brand while also highlighting the unique qualities of specific products, such as differentiating between various meat cuts and distinguishing hot dogs from bacon. Quickly understanding the brand and executing efficiently comes naturally to me, allowing for minimal rounds of changes and feedback. This particular project also pushed me to navigate the strict modular layouts defined by Amazon, creatively combining two modules on top of one another to create larger, more dynamic sections—a trend that’s become popular over the past few years.
Kellogg's Snacks
As a design leader working on Kellogg's, my team and I created numerous impactful campaigns, blending consumer passion with strategic partnerships.
Here are a few highlights:
College Football & Heisman Weekend: To grow sales during key September tailgate weeks, we partnered with ESPN and Heisman to create a program that celebrated college football. The campaign featured specially designed packs, a sweepstakes to win a trip to the Heisman weekend, and a Cheez-It/Pringle Branded tailgating event hosted by Desmond Howard. With in-store displays, promotional packaging, digital activation, and retail incentives, the program exceeded sales expectations and was extended for a second and third year.
Spider-Man Movie Tie-In: In partnership with The Amazing Spider-Man 2, we transformed 11 million Kellogg’s snack packages into an immersive AR web-slinging game. Consumers entered a sweepstakes and unlocked exclusive movie content through the app, resulting in 72 million packs distributed and 700,000 app downloads within three months.
Super Bowl Snacking Program: Without official rights to anything football, we created a fully integrated program for Cheez-It and Pringles leading up to the Super Bowl. Kellogg's became the "Official Snack of Football," with Kurt Warner as our spokesperson. Consumers could win a trip to Warner's Ultimate Football Experience, while enjoying high-value coupons and Super Bowl recipes.
Munch Mania & March Madness: We capitalized on the excitement of college basketball with Munch Mania, a regional and national promotion that didn’t require NCAA rights. Consumers had the chance to win a trip to the Final 4 and play pickup with celebs. This campaign, which included in-store displays, local radio, and giveaways, earned a Silver Design of the Times Award in 2016.
Anheuser-Busch
For years, my team and I developed successful on-premise promotions for Anheuser-Busch brands at Buffalo Wild Wings and various independent bars and restaurants. Some of the standout campaigns include:
NFL Game Day at Buffalo Wild Wings: Bud Light and the NFL's long lasting partnership allowed us to introduce a regional program to energize local BWW locations. Each restaurant was decked out with team colors and logos, creating an immersive experience for fans at a localized level. Custom signage and digital interactions encouraged fans to "Make Some Noise" and cheer on their home team. Punch-out megaphones were handed out with every draft Bud Light, and some locations hosted raffles to keep the excitement going.
The Great American Burger Trail: To create a fresh and flexible summer campaign, we launched the Great American Burger Trail—an experiential concept blending the love of burgers and travel. We worked with small, independent bars to create a burger “road trip” where each burger was paired with Bud Light or other ABI beers, representing iconic American destinations. The program not only attracted customers but also encouraged local bar owners to get involved and customize their menus.
Special K
Special K tasked my team with helping women kick start their weight management goals and lose inches off their waist with the Special K challenge. We knew OPI would be a great partnership for Special K because when women start wearing a little less clothes, baring a little more skin and breaking out their open-toe shoes, SPK will be there to help them look and feel their best. OPI created five exclusive colors (3 national & 2 store specific) for Special K consumers.With an on pack promotion consumers could enter KFR codes for free nail polish. The full campaign consisted of promotional in-store displays, packaging design, national TV & print ad, FSIs, a high value coupon brochure, blogger reviews of the nail polish colors, and social posts. The success of the first year, locked in a second and third year for OPI and Special K to bring consumers more exclusive colors and a weight management plan.
Avon Breast Cancer Foundation
After personally participating in the Avon Breast Cancer 39.3-mile walk in Washington, D.C., I played a pivotal role in helping secure a key new business opportunity. Our first major project was to revitalize the Avon Walk, as donations had begun to decline, and competing "walk" events were attracting customers with more relevant, emotionally-driven campaigns.
Our strategy was simple but powerful: harness the emotion and impact of the Avon Walk and integrate it into all marketing communications. We positioned the walk as more than just an event—it was a chance for participants to truly make a difference with every step. By tapping into the exhilaration, passion,
and collective power of the cause, we aimed to inspire new participants and drive higher donations.
Our multi-channel campaign included direct mail, print ads in People, InStyle, and Women's Health, signage at train stations, and many other touch points. The results were immediate and significant: website visits soared, participant numbers grew by 21%, and donations increased by 27%.
Eggo
Catapult created a great recipe program for Eggo which ran 2 years prior to me working on it. Eggo has become not only a great breakfast option, but a snack, dessert and canvas for just about anything. My task at hand was to lead my team to develop a more modern, clean look for the program with new recipes for a refreshed program expanding to not only Mom and kids but to recipe enthusiasts and DIY lovers. How the contest works? Consumers upload photos of their favorite and different Eggo recipes, made with anything from ice cream to savory options like chicken. Each recipe entry not only gives them a chance to win, but could be featured on pack next year. We provided many recipes to inspire and entice Eggo fans with more ways to use Eggo. The program consisted of all the ideal touch points like social engagement on facebook, packaging design, shelf blades in the freezer section, prime location in freezer end-caps, freezer clings, FSIs and more.