In the age of AI, telling your story is your competitive advantage

Following Choice Hotels’ 2023 acquisition of Radisson Hotels Americas, the company needed to evolve long‑held perceptions that it was primarily a midscale and economy player. A new corporate narrative, segment‑specific messaging was developed, along with an executive‑level media training program to reposition the organization as the “one-to-watch” in upscale while reinforcing leadership across midscale, economy, and extended stay. This unified framework aligned how leaders, associates, and partners spoke about the company, clarifying who Choice is today, why its expanded portfolio matters, and how it is positioned to win across segments.

World Wildlife Fund needed a way to turn broad climate concern into meaningful legislative momentum, so it created Earth Hour — a global marketing and communications platform where people turned off their lights for one hour as a symbolic vote for action. By partnering with governments, corporations, small businesses, and celebrities, and capturing the world’s imagination through powerful visuals, the campaign transformed a simple gesture into a global movement covered across major media. The sustained visibility and public pressure contributed to the passage of climate legislation in the U.S. House of Representatives, cementing Earth Hour as one of the most influential climate awareness efforts of its time.

Following Marriott International’s acquisition of Starwood Hotels, the company needed to launch Marriott Bonvoy in a way that reassured millions of members that the benefits they valued were not only protected but enhanced. A multi‑phased global PR campaign was built to generate excitement, spotlight key program advantages, and ensure accurate, positive reporting through an in‑person launch event, behind‑the‑scenes media briefings, and real‑time monitoring and response. The effort delivered 4.7B global media impressions across 1,440 stories, with 79% of U.S. coverage rated strongly favorable.

Led the media strategy for Oatly’s $10B IPO by developing a fresh, compelling narrative, preparing executives through targeted media training, and creating all non‑financial public‑facing materials. The launch secured high‑impact interviews and sustained top‑tier coverage, positioning the company as one of the year’s most anticipated and culturally relevant market debuts.

Co‑developed a national activation that turned a simple beverage into a cultural conversation through the launch of the National Honesty Index, a creative platform linking Honest Tea’s ingredients to a broader societal value. The campaign generated sustained national buzz with year‑over‑year earned media moments that drove product trial and kept the brand at the center of a feel‑good story. It also gave Honest Tea’s founder a powerful forum to champion both the product and his mission, positioning him as a leading voice on the importance of ingredient transparency.

Shaped the executive thought‑leadership strategy for several of Marriott International’s senior leaders, elevating visibility through high‑profile speaking engagements (Forbes, AdAge, Web Summit), top‑tier media interviews (NYT, WSJ, CNBC, Skift), and marquee industry recognition including Adweek Brand Genius, Ad Age Women to Watch, and PRWeek 40 Under 40.