Integrated Strategy Director

Let’s get to work.

Brand, campaign, creative, and go-to-market strategy for teams looking to make advertising people actually want to see.

Contact

Brands I’ve worked on.

Maker’s Mark logo
Indeed logo
Dr Pepper logo
Arby’s logo
Verizon logo
Torchy’s Tacos logo
RaceTrac logo
Chuck E. Cheese’s logo
PayPal logo
AMD logo
Travel Texas logo
car2go logo
NFL logo
Western Digital logo
Frito-Lay logo
American Cancer Society logo
AAA logo
The Salvation Army logo
MetroPCS logo
Pancreatic Cancer Action Network logo

Approach

Get close enough to stop guessing.

I like the messy part. The store visits, the social rabbit holes, the sales pressure, the consumer contradictions, the thing the brand says it believes, and the thing people actually experience.

Most brands do not suffer from a lack of things to say. They suffer from a lack of respect for the people they are talking to. They flatten them into targets, chase attention, borrow category language, and call it strategy.

My job is to find the clichés, norms, rituals, and assumptions that have gone unquestioned for too long. Then replace them with something sharper: a truth the audience recognizes before the brand has to explain it.

The brands people love, and buy from, tend to do the same simple thing well. They pay attention. They see people clearly. Then they make the audience feel like the work was built with them in mind, not merely aimed in their direction.

Selected Work

A condensed assortment of work.

01
Indeed logo

A New Beginning

2022 / TV + OLV + Social + PR + Owned

Assignment

Show the world Indeed is as empathetic, helpful, and human as its platform is big and powerful.

Problem

For many people within the LGBTQ+ community, especially nonbinary, intersex, and transgender people, pronouns are not just words. They represent identity, dignity, and the way someone moves through the world.

Spark

Everybody wants to be seen for who they are, yet many Americans remain uncomfortable using gender-neutral pronouns.

Insight

You can’t show what you can do until you can show up as who you really are.

Idea

Tell a simple, emotional story from the point of view of a transgender applicant, portrayed by River Gallo, to show how candidates navigate the hiring process and how employers can be more inclusive, respectful, and inviting.

02
Indeed logo

Pay Gap Experiment

2021 / OLV + Social + PR + Owned

Assignment

Show the world Indeed is as empathetic, helpful, and human as its platform is big and powerful.

Problem

More than 50 years after the Equal Pay Act, women are still paid less than men for the same work. Transparency can help close the gap, but people still treat pay as taboo.

Spark

The pandemic reinforced the importance of collectivism: shared progress requires people to move together, especially when the conversation is uncomfortable.

Insight

Changing one number takes the collective courage of the many.

Idea

Use Zoom, everybody’s newly familiar stage, to conduct a social experiment that sparks conversation and challenges the belief that the pay talk is not worth the awkwardness.

03
RaceTrac logo

It’s Always Summer in the South

2017 / Cinema + Social + Digital + Owned

Assignment

Position the Southern, family-owned gas station as the go-to convenience store during summer.

Problem

RaceTrac’s summer advertising had been centered around Sodapalooza, a beloved all-you-can-drink soda cup. Once the cups sold out, the brand had little left to say.

Spark

Whether it comes from the heat or the culture, Southerners carry a summer mindset all year long.

Insight

Born and raised in the South, RaceTrac knows summer better than the competition.

Idea

Show how RaceTrac tackles summer like no one else through the eyes of award-winning British filmmaker Basil Crisp.

04
Dr Pepper logo

The Legend of Larry Culpepper

2015 / TV + OLV + Social + Owned

Assignment

Strengthen Dr Pepper’s association with college football.

Problem

Millions saw the Larry Culpepper commercials the year before, but many college football fans were still on the fence about the character.

Spark

College football fans use social media to stay close to the sport, increasingly investing in the players, backstories, rituals, and lore around each game.

Insight

Every great college football icon has a backstory fans respect and admire.

Idea

Give Larry Culpepper, the self-proclaimed inventor of the College Football Playoff and Dr Pepper concessionaire, a story fans could obsess over and join.

Recognition

Awarded work.

Award

In-House Agency Forum — Best of Show

Campaign

A New Beginning

Award

The Drum Awards — Best Creative Content Idea Using Video

Campaign

Pay Gap Social Experiment

Award

In-House Agency Forum — Gold, Paid Social

Campaign

Pay Up

Award

In-House Agency Forum — Gold, Video

Campaign

A New Beginning

Award

In-House Agency Forum — Gold, Publicity

Campaign

A New Beginning

Award

Austin ADDY Awards — Bronze

Campaign

Summer in the South

Award

The ADDY Awards — Bronze, Regional/National Television

Campaign

A New Beginning

Experience

Where the work was shaped.

Associate Director, Brand Strategy

2025 — Present

Senior Manager, Brand Strategy

2019 — 2025

Strategic Planner

2017 — 2019

Digital Brand Strategist

2016 — 2017

Media Planner / Strategist

2012 — 2015

Contact

Remove the noise.

Send the brand, the business problem, the audience, or the mess you are trying to sort through. I’m here to help.