I led the full creative process—from concept and copywriting to design and execution—developing promotional assets, blog content, and platform-optimized visuals that aligned with brand goals. I also spearheaded a complete Shopify website overhaul, improving UX and mobile performance, and managed a 10,000+ item product catalog with SEO-driven descriptions. I oversaw the company’s digital marketing and content strategy, managing targeted email campaigns and automated flows in Klaviyo, producing social media content across Facebook, Instagram, and Pinterest, and directing all product photography for web, ads, and social. By closely monitoring performance metrics, I continually refined strategies to boost engagement, strengthen retention, and drive measurable growth.

City Tech sought a refreshed brand identity that captured the energy and diversity of its academic programs, and I partnered with directors across eight departments to develop authentic, visually compelling concepts—contributing to the largest one-semester enrollment increase in the college’s history. Moving away from stock imagery, I created modern, technology-driven visuals, such as combining X-ray images of a robotic patient with photography for the Nursing program, to portray real learning environments. I evaluated each department’s materials, sourced additional elements when needed, and used distinctive details—from uncut lenses in Optometry to repeating treatment rooms in Dentistry—to craft cohesive narratives that accurately represented each program.

A growing movement within Native American communities focuses on healing humanity’s relationship with the Earth through ceremony, ritual, activism, and the defense of land and treaty rights—positioning these communities as leaders in the climate movement. Earth, Mother, Fire, Water, Dance was proposed to Chronicle Books as a portrait series honoring the Native activists at the forefront of this work.

I created a book layout for the project using images I captured at Bear Mountain for the Redhawk Foundation as a visual example.

The brand needed fresh imagery for e-commerce, social media, and web advertising, featuring female Olympians of different ages. The concept centered on photographing multiple generations together to celebrate the legacy and evolution of women in sport. In our second season, we faced the challenge of creating a winter holiday campaign in August with athletic apparel that didn’t appear wintery. I introduced a seasonal backdrop and leaned into the athletes’ unique talents to keep the story fun and authentic—such as a pro golfer teeing off with snowballs. The result was a distinctive, energetic campaign that felt both cohesive and true to the brand.