Portfolio
ABOUT
I’m a marketing and communications leader with 10+ years of expertise in account and project management, digital strategy, creative direction, copywriting, graphic design, event coordination, and integrated marketing campaigns. I’ve delivered impactful results for brands across entertainment, tech, CPG, higher education, and hospitality.
Passionate about understanding people and solving meaningful business challenges, I lead with empathy and strategy. I value building relationships as much as delivering results. With a focus on ownership, collaboration, and the seamless integration of design and data, I leverage my analytical and creative skills to produce innovative work. Learning and problem-solving energize me, and the intersection of design and strategy is where I thrive.
Brand experience: 20th Century Studios, AT&T, Coca-Cola, Denver Seminary, Diet Coke, Disney, Farmers Insurance Group, Focus Features, FUZE, Hotel Drover, Manor Vail Lodge, Nordstrom, Printfection by Custom Ink, Ronald Reagan Presidential Foundation and Library, Rose Bowl Stadium, Taylor Swift NOW, and Warner Bros.
I live in Colorado with my husband and enjoy rock climbing, volleyball, traveling, writing, and indulging in Denver’s finest biscuits and coffee.
AT&T | Taylor Swift NOW
Exclusive Taylor Swift content, world class performances, experiential marketing, and fan-centric social media all worked together to launch and sustain Taylor Swift NOW and drive AT&T's DIRECTV & DIRECTV NOW business.
AT&T multi-year partnership with Taylor Swfit included ongoing content releases for the Taylor Swift NOW channel, performances, fan events, merchandise, and more.
Taylor Swift NOW (TSN) was a limited-time video catalog on DIRECTV & DIRECTV NOW — the ultimate video destination for every Taylor Swift fan. TSN showcased videos, concert performances, behind-the-scenes footage, and more from the Taylor Swift archives (& all hand-curated by Taylor). It also provided an intimate look at Taylor’s creative process with the release of the revolutionary multi-part video series, The Making of a Song, which chronicled Taylor’s journey through writing and recording songs for reputation.
CAMPAIGN GOALS
Position AT&T as the provider of one-of-a-kind experiences and world-class entertainment.
Increase awareness of Taylor Swift NOW.
Increase video consumption of TSN by current DIRECTV NOW subscription holders.
Drive consideration for potential new DIRECTV & DIRECTV NOW customers.
Create memorable moments on social for Taylor Swift fans and AT&T customers through events and special content releases.
THE WORK
Launched 27 fan-centric social media activations (1K+ social posts).
Hosted 12 world-class live events with special appearances by Taylor Swift at three of the events.
Leveraged the star power of Taylor Swift (& her Taylor Nation community accounts) and the reach across owned channels (AT&T, DIRECTV, DIRECTV NOW) to create a huge splash throughout social, digital, OOH, and PR.
Drove sales of DIRECTV NOW both online and through on-site trial at LA & NYC Pop Up events.
THE WINS
Generated 10.1B impressions across PR, social media, and social conversation.
Elicited unprecedented social support from Taylor Swift and Taylor Nation social channels to grow campaign reach.
2.2K press hits & 6.3B press impressions on coverage of Taylor Swift NOW.
96% positive sentiment for Taylor Swift NOW and nearly 325K social mentions.
Buzz around AT&T’s partnership with Taylor dramatically exceeded Taylor’s other brand partnerships with UPS, ABC, NCAA, Target, and Keds.
20th Century Studios, Disney, Warner Bros | Theatrical Film Digital Campaigns
Partnering with premier film studios, McBeard was the trusted agency driving the online promotion of blockbuster theatrical films.
Our team led strategy, content creation, paid media, and online fan engagement—all with the goals of delighting movie goers and filling theaters.
THE WORK
Served as the primary client account lead, managing campaigns for the following major films: X-Men: Days of Future Past, Gone Girl, The Great Gatsby, Dawn of the Planet of the Apes, Son of God, Delivery Man, Pacific Rim, Insidious, and more.
Collaborated closely with studio executives to synchronize social and digital content with film production milestones, such as trailer launches, poster reveals, and exclusive sneak peeks.
Delivered behind-the-scenes exclusives and amplified the glamour of red carpet premieres to immerse fans in the cinematic experience.
Created content for actors’ personal social channels to enhance authenticity and reach.
Leveraged cutting-edge ad units to produce thumb-stopping creative, optimizing for maximum visibility and engagement.
Hosted Twitter Chats and Facebook Livestreams, connecting fans directly with their favorite stars and building pre-release excitement.
THE WINS
Consistently surpassed opening weekend box office targets, achieving “#1 Movie in America/World” for X-Men: Days of Future Past, Gone Girl, The Great Gatsby, and Dawn of the Planet of the Apes.
Secured "Agency of Record" status with 20th Century Studios, representing our agency’s largest entertainment account by revenue.
Through bold strategy, creative innovation, and fan-first execution, our team delivered campaigns that brought stories to life and audiences to theaters.
AT&T | Later Haters
AT&T's Later Haters anti-cyber bullying campaign sought to raise awareness about online hate and inspire behavioral change among Gen Z through the power of social media and influencers.
As a leader in mobile connectivity, AT&T had the opportunity and relevancy to influence this issue of online bullying and be a voice of guidance, positivity, and change.
CAMPAIGN GOALS
Increase conversation and awareness of this pervasive issue among teens / Gen Z
Increase brand lift and positive brand perception for AT&T
THE WORK
Developed a three phase messaging strategy encouraging teens to 1) Block It Out, 2) Laugh It Out, and 3) Drown It Out, when it comes to online negativity.
Launched an Instagram account focused on empowering and encouraging teens and a microsite to resource and educate parents on the issue.
Utilized influencer and celebrity amplification (Olympian Gabby Douglas, Brendan Jordan, Lizzie Velasquez, Gabriel Conte, The Chainsmokers, etc.) on Snapchat, Instagram, Twitter, Facebook, and YouTube.
Block It Out: Used 3 Snapchat activations with custom #LaterHaters geofilters encouraging kids to block out the hate, which were available at 21.1K high schools nationwide. // Laugh It Out: #LaterHaters influencers posted custom videos on YouTube addressing online cruelty and with messaging to redirect negativity with humor. // Drown It Out: Influencers kicked off "Day of Hearts" by making real connections with their super fans through messages of love and encouraged followers to spread kindness as a way to drown out the negative noise.
THE WINS
Instagram amassed over 4K followers in 56 days (organically).
Overall campaign engagement rate: 10.13% (5x industry benchmark).
Gained 12.6MM Snapchat impressions and 2.9MM views, 1.6MM swipes of Snapchat filters (exceeded swipes benchmark by 66.8K).
Garnered 4.6MM views on custom influencer YouTube video (3.6MM organic).
Increased AT&T positive online sentiment by 4% to 55% (12% over the industry benchmark).
75MM consumers reached.
Diet Coke | Diet Coke VIP
Diet Coke VIP was launched as a pilot program testing precision marketing for 500K “daily drinkers” of the product. Hyper-targeted, fan-first social content aimed to revitalize sales from its most valuable audience segment and engage the brand’s most ardent fans.
Through careful audience identification, purchase behavior data, and social listening, content creation was customized to the profiles of Diet Coke’s top consumers and predominantly female audience.
CAMPAIGN GOALS
Target brand loyalists with exclusive content to increase engagement.
Stem attrition of Diet Coke sales within its high-volume purchase demographic.
THE WORK
Targeted 500K identified VIPs, delivering original content, gifts, and sweepstakes through social media, display ads, email, and a custom microsite.
Utilized social analytics, social listening, and in-depth qualitative audience studies to tap into the passion of Diet Coke's daily drinkers.
Produced 800 pieces of unique social content in less than 6 months. Creative catered to the VIPs lifestyles and passions and provoked brand advocacy through sharable content focused on brand love.
THE WINS
Generated over 20 million fan engagements.
In the first six weeks, stemmed attrition in the primary target.
Campaign success earned the agency subsequent business including the Diet Coke's IT'S MINE campaign and Coca-Cola and Diet Coke's Share a Coke and a Song campaign.
“Amazing. The care and love you’ve put into this work over the last year and a half definitely shows. We are very excited about this work.” - Richard Toranzo | Director, Social Center, The Coca-Cola Company
“You all have given me a new perspective on agencies and I hope you know that I find your work and talent invaluable.” - Paige Farrow | Sr. Manager Digital Marketing, The Coca-Cola Company