Global Brand Marketer & Strategic Storyteller
20+ years directing iconic brands through their biggest inflection points
Strategy, creative, and the discipline to get it all to market.
Steward of Yahoo, McDonald's, Clorox, and Chevron — 14 years agency-side, 10 years in-house, leading brand strategy, creative execution, and integrated growth marketing through rebrands, relaunches, and reinventions.
SF Bay Area, CA
About
I'm a global brand marketer and strategic storyteller with 14 years on the agency side and 10 years in-house — a career spent guiding some of the world's most beloved brands through their biggest inflection points. Yahoo's rebrand at 900-million-user scale. McDonald's Monopoly pointed toward the app era. Clorox's complete digital transformation. Chevron's consumer education across 2,000+ stations. I deliver insights and marketing campaigns that endure.
My bullseye is the intersection of account and brand management with creative strategy — executive judgment and operator instincts, close enough to the work to shape it, not just manage it. At Yahoo I led a 60+ person in-house agency with $75M+ marketing budgets; before that I spent twelve years at DDB — all twelve of them on Brita, and Kingsford and Hidden Valley through three strategic eras each. Stewardship demands time; the portfolio shows it.
Today I'm using applied AI — a practice built at Berkeley Haas and MIT Sloan — to power integrated communications, including a capstone with the San Francisco Giants on AI-driven fan engagement and flex membership growth.
Five Strategic Threads
Through-lines that run across two decades — the connective tissue between every era of the portfolio.
Selected Work
Yahoo Inc. · Floyd Russ · Flagship
"Yahoo is For Lovers" — The Rebrand
"Answering 'does Yahoo still exist?' by re-grounding the brand in its promise — connecting people to their passions."
Yahoo's first major media spend in years, and a bold statement of intent for the newly independent brand. Partnered with documentary filmmaker Floyd Russ to cast real Yahoo users — an interior designer shopping from her inbox, a gym owner growing his business on Yahoo Finance, a hairstylist catching up on Yahoo News — each telling their own story of how Yahoo fits into their life. I was the strategic and business lead across the entire campaign, carrying the new brand voice into every channel: digital, social, OOH, and owned media. Organic posts from the cast and a social campaign on JuJu Smith-Schuster's TikTok, Instagram, and Twitter channels — plus PR coverage on network television — extended the reach even further.
Role
Strategic & business lead across the entire campaign
Challenge
Re-ground a 25-year-old internet brand in its promise — with the first major media spend in years
Result
American Advertising Awards Silver — +8% new users — 25M social impressions — +4% social following
Yahoo Inc. · Pentagram
A Whole New 'Hoo — Yahoo Brand Identity Overhaul
"Rebuilding a legendary internet brand from the inside out — and proving 900 million users still had reasons to fist-pump."
Yahoo was one of the most recognized brands on the planet, but it had lost its edge. The brief wasn't just a visual refresh — it was a strategic repositioning around a renewed mission: keep the world interested and interesting. I led the go-to-market and brand strategy side of a full identity overhaul developed with Pentagram — a new geometric wordmark, a bespoke typeface (Yahoo Sans), a proprietary grid system (the Yangle), and a brand character framework built around Generosity, Optimism, and Enthusiasm. The system had to flex across Sports, Finance, News, Mail, and Fantasy — each with its own passionate audience — while feeling unmistakably, unapologetically Yahoo.
Role
GTM & brand strategy lead, cross-platform rollout
Challenge
Modernize a 25-year-old internet legacy brand without losing the personality that made it iconic
Result
94% brand awareness — consideration climbed from 62% to break 70% for the first time in more than 10 years — deployed across 900M monthly users
Chevron Corporation
Gas-Price Education Campaign
"A consumer advocacy campaign that made California's gas tax burden impossible to ignore — and earned a response from the Governor's office."
California drivers were paying $1.75 more per gallon than the national average. The challenge wasn't the data — it was making abstract policy feel personal at the exact moment a consumer was feeling the pain. I led strategy and execution for consumer education across 2,000+ stations in the western region, sustained multi-quarter with creative refreshes: eye-catching pump signage, a bilingual QR-driven action hub, digital editorial partnerships, and consumer talking points designed to drive direct legislator contact. The signage phase drew statewide press coverage — including an opinion piece in the Sacramento Bee and a rebuttal statement from Governor Newsom's office.
In the media: Axios — the real reason California has the highest gas prices ↗
Role
Group Director, Account Management — strategy, creative oversight, P&L
Challenge
Translate complex energy tax policy into a visceral consumer moment at point of purchase
Result
2,000+ stations, multi-quarter — statewide press coverage — Governor's office issued public response
Yahoo Sports · NFL
Show Me the Football — Free Live NFL
"Free, one-tap live NFL — launched with a hype film, scaled with an automated design system, and celebrated on the biggest stage in sports."
Launched free one-tap live NFL streaming on Yahoo Sports with a hype film produced with The Seige and an automated design system built to keep pace with the season. The follow-up, "You Could Be Watching Football," turned around eight spots in two days and surpassed goals on every metric — installs, ad revenue, D7 retention, streams, viewers, and minutes watched. Capped by the Super Bowl LIII mobile fan cave activation in Atlanta with Calais Campbell.
Role
Director, Consumer Growth Marketing
Challenge
Make free live NFL a habit — from launch hype to season-long retention
Result
Millions streamed free — every launch metric surpassed — Super Bowl LIII activation
Yahoo Mail
New Yahoo Mail — Global Launch
A full-funnel global launch built on :15 spots, live events, and content partnerships across Snapchat, Twitter, BuzzFeed, and YouTube influencers. Extended into the "Out of Office Heroes" holiday campaign — a global influencer program plus live events built on Yahoo Mail's product truth: auto-sorted travel and receipts means time back. The product story continued with "Defeat Life's Big Little Annoyances" — a multi-award-winning campaign honored by the American Advertising Awards, Shorty Awards, and Hermes Creative Awards.
Role
Director, Consumer Growth Marketing
Challenge
Relaunch a legacy product to a new generation across every channel at once
Result
1B+ impressions · 4.3M installs · +5% brand sentiment
Yahoo Fantasy · BetMGM
Make Better Choices — The Gaming Ladder
"Free-to-play → fantasy engagement → real-money conversion. One value proposition, one ladder, record results."
Built to steal share from ESPN: "Make Better Choices" unified all fantasy products under one value proposition backed by the FSGA #1 platform rating. The ladder ran from Best Bracket Millionaire — a $1M March Madness contest marketed like a TV talent show, with millions playing — through Yahoo Fantasy Slate's free-to-play launch — video, social, and email in a Vegas neon style built to emphasize the no-stakes, coin-flip fun of the game — up to the BetMGM sports betting partnership completing the conversion path.
In the media: Yahoo takes 4 awards, including Best Fantasy Football App ↗
Role
Director, Consumer Growth Marketing
Challenge
Unify a fragmented fantasy portfolio and convert free players into paying bettors
Result
Record new users & returning commissioners — 21% subscription growth via BetMGM
Yahoo · Global Events & Experiential
Global Storytelling — Events & Experiential
"Three global programs, one discipline: brand stories people could walk into."
The New Yahoo Mail launch came to life through live events with their own identities — "Slay the Holidays" in New York, a feature-themed game floor with a local-artist holiday market, and the "Upgrade Arcade" in Los Angeles, a high-tech carnival of games and prizes. "Out of Office Heroes" took the holidays global: a worldwide influencer program of gloriously bizarre videos plus live events in New York and Taipei, all built on Yahoo Mail's product truth — auto-sorted travel and receipts means time back. And "Let's Glow" carried the discipline into Global Pride: a summer-long platform across editorial, marketing, and popups in the US and UK, capped by Brighton Pride headline sponsorship with a purpose-built, fully accessible catwalk.
Role
Director, Consumer Growth Marketing — events & experiential lead
Challenge
Turn product truths and brand values into experiences worth showing up for — on three continents
Result
500K festival attendees · 375K live streams & VOD · 70K organic social impressions — live activations in NY, LA, Taipei, and Brighton
McDonald's · The Marketing Store · Hasbro
Money Monopoly Reimagining + In-App Prize Redemption
"The biggest promotion in fast food, pointed toward the app era."
Reimagined the Hasbro-partnered Monopoly promotion with in-app prize redemption to drive downloads — bringing a legacy peel-and-win mechanic into digital play. Epilogue: the 2025 relaunch rebuilt the game entirely around the app — the model this work pointed toward a decade earlier.
In the media: TIME on McDonald's Money Monopoly ↗
Role
Director, Account Management — McDonald's Portfolio
Challenge
Modernize fast food's biggest promotion for mobile without breaking what made it work
Result
10% volume growth on selected menu items · larger baskets
McDonald's · Twitter · Super Bowl 50
Super Bowl 50 Real-Time Twitter Promotion
"We turned the entire 3+ hour broadcast into one huge McDonald's engagement."
A first-of-its-kind promotion: while America watched Super Bowl 50, McDonald's played along in real time — every time a commercial aired, McDonald's gave that advertised product away on Twitter. Any brand's ad became McDonald's moment. That meant hijacking the biggest advertising night in America without buying a single spot in it: a live war-room operation writing, approving, and publishing giveaway posts keyed to an unscripted broadcast, ad break after ad break, for the entire game. Three-plus hours of television, the third most-watched U.S. broadcast at the time, converted into one continuous McDonald's engagement.
In the media: USA Today on the McDonald's Super Bowl giveaway ↗
Role
Director, Account Management — promotion strategy & live execution
Challenge
Run a live, real-time national giveaway keyed to an unscripted broadcast
Result
111.9M average viewers · 167M total · third most-watched U.S. broadcast at the time
McDonald's Family Division · Sony Pictures · Illumination
Studio Partnerships — Angry Birds & Minions
"Two global film releases, one playbook: turn box-office anticipation into Happy Meal demand."
Back-to-back entertainment partnerships for McDonald's Family Division — The Angry Birds Movie with Sony Pictures and Minions with Illumination. Happy Meal programs and promotional moments built around each release, coordinating studio approvals, licensed property guidelines, global toy programs, and in-restaurant activation on immovable theatrical timelines. Different films, same marketing muscle: property marketing, licensing navigation, and family-audience promotion at global scale.
Role
Director, Account Management — McDonald's Family Division
Challenge
Align two studios, a licensor, and a global restaurant system on fixed theatrical windows
Result
Happy Meal programs + promotional moments across two global releases
Kingsford · DDB
Slow Down and Grill — A Decade of Stewardship
"An American icon walked through three strategic eras — and repositioned around what charcoal really sells: time together."
Ten years on one of America's most beloved brands. The nostalgia era of the early 2000s gave way to "Welcome Back" and "Spring Grilling" in 2009, before the 2012 "Slow Down and Grill" repositioning reframed charcoal against the gas-grill convenience story: real fire takes longer, and that's the point. Slower is better — for the food and for the people around it.
Role
Director, Integrated Marketing Communications
Challenge
Keep an icon relevant across a decade of shifting grilling culture — and turn its "slowness" into the sell
Result
Three strategic eras stewarded over ten years — brand repositioned around ritual, not fuel
Brita · DDB
Filter For Good — Twelve Years, One Brand, One Category Shift
"The only arc in the portfolio where the brand didn't follow the culture — it helped move it."
Twelve straight years on Brita — the longest single-brand run in the portfolio, and the one arc that tracked a category-level cultural shift rather than a seasonal one. The early era sold filtration as household utility. Then came the turn against single-use bottled water, and in 2007 Filter For Good made Brita the brand of that movement: Clorox's first major purpose platform, born digital, built on a consumer pledge and a Surfrider Foundation partnership, with Sierra Club endorsement, Dave Matthews Band and mtvU on tour, Climate Ride, and The Biggest Loser. The Brita & Preserve filter recycling program followed in 2008, closing the loop on the product itself. By 2014 the argument had widened from bottles to everything else Americans were drinking — "Raining Soda Cans" set 13 billion gallons of sugary beverages a year against the simple choice of filtered water, under "Nothing Is Better." Underneath all of it, the final era built the infrastructure — Clorox's first consumer preference center was built for Brita before it rolled out across the full portfolio.
In the media: Brita & Preserve filter recycling announcement ↗
Role
Brand lead all twelve years — through Director, Integrated Marketing Communications
Challenge
Grow a filtration brand at the exact moment an adjacent category — bottled water — became the thing consumers wanted to quit
Result
Clorox's first major purpose platform, and twelve consecutive years of stewardship through a category-level cultural shift
Clorox · DDB
Health & Wellness — Pirates & Mermaids
"Kids turned the bathtub into an ocean. The strategy underneath: a clean bathroom is what makes the play safe."
The campaign that moved Clorox from a laundry brand to a household disinfecting authority. Surreal, celebrated spots directed by Matthias Zentner turned bathtubs into pirate seas and mermaid worlds, with the product promise sitting underneath the fantasy rather than on top of it. The health-and-wellness strategy thrust Clorox disinfecting products into the marketplace and helped launch Clorox disinfecting wipes — a format most households hadn't adopted yet — into a space that grew into a $2B category.
In the media: The Wall Street Journal ↗
Role
Brand and integrated communications lead, Clorox disinfecting portfolio
Challenge
Establish Clorox as a health-and-wellness authority and build demand for a wipes format most households hadn't adopted yet
Result
Disinfecting wipes launched into what grew to a $2B category; work covered by The Wall Street Journal
Clorox & DDB · Quick Hits
Armor All · DDB
NASCAR Motorsports Partnership
From "protect and shine" to humorous lifestyle work, with NASCAR integrations featuring Tony Stewart. The shift moved Armor All out of the product demo and into car culture itself — talking to enthusiasts through the sport they already followed, so the brand showed up where the passion for a clean car actually lived.
NASCAR · Tony Stewart
Glad · DDB
Glad to Give Platform
Born in 2010 from a strategic IMC insight: Gladware is how people share meals and snacks with friends, family, and neighbors — Glad helps people give. The first marketing partnered Gladware with Cookies for Kids' Cancer, and the program grew into Glad trash bags and the Katie Holmes #GivingTuesday promotion, securing 100M+ impressions.
100M+ impressions · 2010 – ongoing
Liquid-Plumr · DDB
PowerJet National Launch
Led from inception through creative strategy to market — owning marketing budgets, timelines, legal, and logistics. Launched across 40,000 national retailers in the US and Canada.
Silver, New York Festivals · Archive & CA Annual
In the media: "Quick-Clearing Clogs No Longer a Pipe Dream" ↗
Clorox Portfolio · Tribal
Complete Digital Transformation
15+ digital programs in two years, anchored by Clorox's first consumer preference center — built for Brita, then rolled out across the full portfolio. Alongside it: complete site rebuilds, loyalty, and retailer activation. Together these programs and technology upgrades laid the groundwork for the "sense and respond" marketing Clorox moved to afterward.
15+ programs in two years
Results
Four portfolios, two decades — what the work actually moved.
Career Highlights
2024 – 2025
Chevron Corporation
Group Director, Corporate Affairs · Head of Account Management
Led the in-house corporate affairs account team from San Ramon — brand governance, creative operations, and consumer advocacy at scale. Directed a gas-price education campaign across 2,000+ stations in the western region, sustained multi-quarter with creative refreshes and digital editorial partnerships, and turned complex government pricing policy into plain-English consumer communication.
2016 – 2023
Yahoo Inc. under Verizon Media 2017–2021
Director, Consumer Growth Marketing
Led a 60+ person in-house agency with $75M+ marketing budgets, running brand at 900M-user internet scale. Strategic and business lead on the "Yahoo is For Lovers" rebrand, the New Yahoo Mail global launch, free live NFL on Yahoo Sports, the Fantasy repositioning built to steal share from ESPN, and the BetMGM partnership that completed the gaming ladder from free-to-play to real-money conversion.
2014 – 2016
The Marketing Store Worldwide
Director, Account Management
Reimagined the Hasbro-partnered Money Monopoly promotion with in-app prize redemption to drive downloads — 10% volume growth on selected menu items and larger baskets. Directed the first-of-its-kind Super Bowl 50 real-time Twitter giveaway, and ran studio partnerships for the Angry Birds Movie and Minions Happy Meal programs.
2002 – 2014
DDB & Tribal Worldwide
Junior Executive → Supervisor, Tribal → Director, Integrated Marketing Communications
Twelve years on the Clorox business — $85M+ in spend annually across 11 brands. Led Clorox's complete digital transformation at Tribal: 15+ digital programs in two years spanning complete website rebuilds, loyalty, sweepstakes, gaming, couponing, social, UGC, retailer activation, CRM, and SEM. Stewarded Brita for all twelve years, through the shift away from bottled water, and took Kingsford and Hidden Valley through three strategic eras each.
Brand Partners
Four portfolios, two decades, 375 years of combined brand history — the brands, agencies, and partners behind the work.
Recognition
Yahoo Mail — "Defeat Life's Big Little Annoyances"
American Advertising Awards, Two Bronze · Shorty Awards, Finalist & Audience Honor · Hermes Creative Awards, Platinum
Yahoo
"Yahoo is For Lovers"
American Advertising Awards, Silver
Yahoo
Yahoo Fantasy
FSGA #1 Platform Rating — foundation of the "Make Better Choices" repositioning
Yahoo
Liquid-Plumr PowerJet
Silver, New York Festivals · Archive & Communication Arts Annual
DDB
Applied AI & Capstones
SF Giants: Signal-Based Marketing Orchestration
A thesis-level AI framework reimagining how the San Francisco Giants grow flex memberships. Rather than calendar-driven campaign assumptions, the model deploys predictive AI as a signal-based decisioning system — ingesting fan behavior, intent signals, and contextual data to trigger personalized outreach at the right moment, through the right channel, at the right offer.
Remedy: The Agentic BD Playbook
The capstone for MIT Sloan's "Implementing Agentic AI" program, applied to a live business — the business development workflow at Remedy, a filmmaker-led production company. Using the program's WHAT / HOW / SCALE framework, the playbook deployed an agentic lead-sourcing agent governed by a no-send firewall (the agent researches and drafts; only a human sends), integrated with a composite prospect-scoring model — Heat, Readiness, and Fit rolled into A/B/C tiers — and a designated human agent manager accountable for oversight. Not a demo: a working system for a working pipeline, built to show how a 20-year-old creative company adopts AI without losing its judgment.
MIT Sloan · MIT Schwarzman College of Computing
Implementing Agentic AI: Building Your Organizational Playbook
Certificate · April 2026
Haas School of Business · UC Berkeley
AI Business Strategies and Applications
Certificate of Excellence · 2025–2026