Comms / PR
A playful self-care collaboration designed to meet Gen Z where they are — at the intersection of daily rituals, personal expression, and internet culture.
Working alongside the Dove team through Edelman, I reviewed campaign materials and creative assets while helping shape messaging across channels to ensure the partnership felt cohesive and authentic to both brands. This included refining how the collaboration was framed across digital content, brand storytelling, and campaign touchpoints.
The collaboration came to life through influencer storytelling, pop-up activations, co-branded merchandise, and the launch of a signature drink — tapping into Chamberlain Coffee’s devoted Gen Z community while extending Dove’s message that small daily rituals can be an act of care.
Following a major app update that disrupted the user experience, Sonos faced widespread backlash across social media, press, and community forums.
I supported the development of messaging designed to acknowledge the issue and validate customer concerns, helping shape a dedicated support hub with transparent updates and guidance. The work was part of a broader communications effort spanning executive messaging, media engagement, and community channels.
The response helped stabilize brand perception and reinforce Sonos’s commitment to transparency and product quality during a highly visible moment.
A campaign created to address the longstanding gap in dermatological representation for Black and Brown skin.
Through a first-of-its-kind searchable image database and educational Q&A hub, the initiative aimed to make accurate skin imagery more accessible for both care seekers and medical professionals. Working through Edelman, I supported the campaign’s messaging and amplification strategy, helping extend its reach across media and digital channels.
The campaign generated over 900M media impressions, drove a 1,430% increase in care seekers, and was recognized with multiple Cannes Lions awards.
Rodan + Fields underwent a major business transformation, shifting from a multi-level marketing (MLM) model to an affiliate-based structure. I supported the development of the communications approach, helping shape messaging across email, social, and owned channels to guide consultants and customers through the transition. A dedicated Q&A hub was created to address key questions and provide clarity around the new model.
The rollout helped reinforce trust in the brand’s next chapter, positioning the business for greater accessibility and long-term growth.
