My work lives at the intersection of brand, growth, and storytelling. For more than 20 years, I’ve helped organizations connect with audiences through thoughtful strategy, creative expression, and data-informed marketing across retail, eCommerce, media, and experience-driven brands.
TL:DR Jacuzzi Whirlpool Bath Global Ad Campaign
Challenge: Relaunch a heritage brand with a modern, emotional global campaign.
Strategy: Partnered with Y&R to create an underwater photography campaign expressing the uplifting experience of bathing.
Impact: Delivered a distinctive global brand platform that redefined Jacuzzi as a lifestyle and wellness brand.
Pivoting a B2B Business to a Global B2C Experience Through Innovation and Storytelling
When COVID-19 struck, the dance industry was hit hard. CLI Studios had always been a B2B business serving dance studios and schools. Almost overnight, studios closed their doors with no clear timeline for reopening, and dancers everywhere lost access to training, community, and creative expression.
We knew we had to act quickly, not only to protect the business, but to continue serving the dance community in a moment when connection mattered more than ever.
The answer was a bold pivot. We created the 2020 Dance Experience, an eight-week virtual summer intensive designed for dancers around the world. It ran five days a week and brought together world-class instructors, digital programming, and a sense of shared purpose at a time when people were isolated in their homes.
Working closely with the content and marketing teams, along with external design partners, we built an entirely new brand package in less than one week. The campaign came to life through social media, paid search and social, a partnership with dance media, an affiliate program, and influencer collaborations that helped spread the story organically across the dance community.
What began as a response to crisis became a growth engine. During one of the most challenging economic periods in recent history, the program doubled the company’s monthly recurring revenue while keeping dancers moving and studios connected.
The 2020 Dance Experience proved that with creativity, speed, and purpose, it was possible to transform a moment of disruption into an opportunity for growth and community.
