Content Marketing
Skills
Strategy
Strategic communications
Brand storytelling
Brand awareness
Internal + external branding
Analytics
Data-driven strategy
Engagement tracking
SEO/SEM
Google Analytics
Strategy
Executive communication
Earned + paid media
XFN alignment
Crisis comms
Tools
CMS
Adobe LR, PS
Canon
iPhone
Strategic storytelling that drove growth, reputation & engagement
I led cross-channel storytelling strategy for Kaiser Permanente during the COVID-19 pandemic. Content strategy was key to positioning Kaiser as a leader in crisis response.
With compelling, authentic stories at the heart of the strategy, I replaced institutional messaging with real outcomes and real voices that were emotional and relatable.
I also led campaigns around mental health and specialty care, areas where Kaiser faced historical criticism, helping shift a long-term struggle with brand reputation and trust.
7% ↑ in positive user sentiment YoY
+50% unique page views
+35% subscribers YoY
The nurse who holds hands when families can't
I wrote and produced this story humanizing an ICU nurse's care for patients during the pandemic's early peak as part of Kaiser Permanente's Northern California COVID-19 crisis communications strategy.
The cross-functional campaign reinforced the organization's medical expertise, built public trust, and supported our critical public health messaging when it mattered most.
A day she thought would never come
This is the survivorship story of a single mother diagnosed with stage IV metastatic breast cancer at 32. This was one of many stories in a campaign connected to a broader strategy to strengthen Kaiser's reputation in specialty cancer care — an area where public perception has historically trailed its clinical strength.
Voices of KP
I led this personal essay series, giving employees of color a platform to share their lived experiences within the organization — good and bad. It unites employees around shared, authentic experiences rather than top-down messaging. By centering real voices on a sensitive, high-stakes topic, the series drove a sense of belonging at KP following its launch.
Academy of Art University
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Creating an orchestra
I produced this alumni profile on composer Mark Cofer, an online student who became a Hollywood composer on Pirates of the Caribbean and The Mummy.
As part of a multichannel social and web campaign, the story showcased authentically how the Academy changed the trajectory of a student’s life. -
Molding a legacy
Making art together.
This story highlights how Academy faculty continue to be change makers in their field and lifelong artists.
Demonstrating the program's caliber, students are given a real example of the level of artistry and professionalism held by someone they could be learning from.