Senior marketing leader working at the intersection of brand, audience, and storytelling. My work spans enterprise marketing, global brand campaigns, and the development of narrative-driven ideas that connect with people in more meaningful ways.
Expanding into storytelling and production, with a focus on how narrative, audience, and distribution come together.
$1.0B+
Marketing Investment Led
Media and marketing investment led across enterprise healthcare and global tourism programs
15+
Years Senior Leadership
Leading enterprise and global marketing programs across healthcare, tourism, and brand
40+
Global Markets Activated
Campaigns across domestic US regions and international markets spanning Europe, Asia-Pacific, Latin America, and Canada
Areas of Focus
Where the work lives
01
Global Marketing Leadership
Leading marketing across enterprise organizations, global campaigns, and complex environments – building the systems and teams that sustain performance at scale.
Explore Experience
02
Portfolio
Selected work across global campaigns, marketing transformation, and integrated brand strategy – examples of how I approach marketing as a connected system.
View Work
03
Writing & Insights
Writing on leadership, creativity, and the evolving role of marketing – ideas in progress, not finished answers.
Read Insights
I'm particularly interested in how marketing is evolving toward more integrated, audience-led systems – and what that means for how brands show up in people's lives.
Field Notes
A place to explore ideas
Field Notes
What Horror Is Actually Afraid Of
Most horror films give you a monster and ask you to be scared of it. Shadow of the Vampire asks you to be scared of the person who hired it.
March 10, 2026
Reflections
When I Realized I Was the Problem
The feedback surfaced during a promotion conversation – not about my performance, but about how I treated people when things got tense.
February 28, 2026
Reflections
Watching the Super Bowl From the Wrong Seat
Ten years ago I was at Levi's Stadium for Super Bowl 50. Same venue. A completely different version of me.
I build systems, audiences, and stories that connect brands to people. My work spans enterprise brand leadership, global tourism marketing, and marketing transformation in complex, regulated environments – with a consistent focus on building the infrastructure, teams, and media capability that make sustained performance possible.
At Visit California, I led global brand advertising and sponsorship campaigns across 40+ markets with a $70M+ annual budget, including landmark partnership programs with Disney, the Super Bowl 50 Host Committee, Travel + Leisure, and Condé Nast. At Kaiser Permanente, I lead enterprise brand marketing for one of the nation's largest healthcare organizations, overseeing a $100M+ annual investment portfolio across brand, digital, and performance while building a paid media Center of Excellence that operates at scale across eight states.
My work has always sat close to the intersection of brand and story. I'm interested in how narrative shapes perception, how audiences find and engage with ideas, and how creative work travels across platforms. In parallel, I'm developing What Lingers, a feature-length psychological horror film exploring themes of identity, memory, and suppressed voice – a project that reflects where my thinking about audience and storytelling is heading.
I lead marketing systems and campaigns that operate across markets, stakeholders, and channels. My experience spans national brand leadership, destination marketing, and enterprise transformation within complex and highly regulated environments – with a consistent focus on building the infrastructure, teams, and media capability that make sustained performance possible.
National healthcare · Regulated environment · Paid Media COE · 12M+ members
Designing enterprise marketing systems in a regulated, complex environment
Leading brand marketing strategy and execution for one of the nation's largest integrated healthcare systems – an organization spanning eight states, more than 12 million members, and a workforce of 300,000+. The work requires building effective marketing within a regulated environment where every message, channel, and media decision must align across legal, compliance, and executive stakeholders.
Developed and scaled a paid media Center of Excellence – establishing governance, agency accountability frameworks, and measurement infrastructure that allow a $100M+ annual investment portfolio to operate with consistency and accountability across national and regional markets.
Developed and led enterprise brand media campaigns reaching diverse, multicultural audiences across national and regional markets
Built a paid media COE operating model and governance framework that improved efficiency, consistency, and accountability at scale
Directed major agency relationships across creative, media, digital, and research disciplines
Built data and analytics infrastructure enabling real-time campaign optimization and ROI accountability
Aligned senior executive leadership, legal, and compliance stakeholders around marketing strategy and execution
Advanced inclusive media investment strategies supporting diversity and community impact goals
Leading global advertising for California as a premier travel destination
Led global brand advertising and sponsorship strategy for California's official tourism organization – one of the most recognized travel destinations in the world. Directed a $70M+ annual advertising program spanning 40+ markets, including the UK, Germany, Japan, China, Australia, Canada, India, and Mexico.
Led the development and execution of global campaigns, working closely with international agency networks, airline co-marketing partners, and in-market tourism offices to deliver consistent, culturally relevant messaging across each market.
Directed $70M+ annual advertising budget across global paid media and partnership programs, working closely with content and trade teams
Led international brand advertising across Europe, Asia-Pacific, Latin America, and Canada
Led landmark partnership programs with Disney, Super Bowl 50 Host Committee, Travel + Leisure, and Condé Nast
Led multimillion-dollar airline co-marketing programs with British Airways, Qantas, Air New Zealand, and Air Canada
Directed celebrity and talent integrations with Joe Montana, Tyler Florence, Magic Johnson, and others
Contributed to Visit California's recognition as one of the world's most effective destination marketing organizations
Agency Leadership
Senior Client & Strategy Roles
Prior to 2012
Integrated marketing · Client strategy · Creative development
Building brand and strategy capability across integrated agency environments
Before moving to the client side, led account and strategy work in agency environments – supporting integrated campaign development across a range of clients including the State of California social marketing initiative, along with national retail and financial clients.
Supported account and strategy teams across brand, digital, and media disciplines
Contributed to campaign development for the State of California, national retail, and financial services clients
Developed foundational skills in audience research, media planning, and client management that informed subsequent leadership roles
Portfolio
Selected Work
I approach marketing as a system – connecting audience insight, brand strategy, media, and partnerships to drive growth. The work below reflects how I've built capabilities, shaped strategy, and aligned teams to deliver at scale.
Marketing Transformation · Systems · Kaiser Permanente
Building a Paid Media Center of Excellence
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.
$100M+
Annual Media Investment
8
States
COE
Built & Led
Audience Strategy · Innovation · Kaiser Permanente
Winning the Next Generation: Building an Influencer-Led Audience Strategy
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.
3.5x
Membership Growth Above Goal
450M+
Impressions
Gen Z
New Audience Reached
Brand Leadership · Integration · Kaiser Permanente
Leading National Brand Campaigns Across Channels
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.
National
Multi-Channel Campaigns
12M+
Members, 8 States
Full
Agency Ecosystem Led
Global Marketing · Travel · Visit California
Driving Global Destination Marketing for Visit California
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.
$13.95B
Incremental Visitor Spend
40+
Markets
$70M+
Annual Budget
Integrated Marketing · Partnerships · Visit California
Activating Partnerships Within a Broader Marketing Ecosystem
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.
