Contnet 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
Cannon
iPhone
Strategic storytelling that drove growth, reputation, & engagement
I led cross-channel storytelling strategy for Kaiser Permanente through the COVID-19 pandemic, a moment when healthcare faced unprecedented pressure and scrutiny. Content strategy was key to helping improve a long-term struggle with brand reputation, trust, and criticism surrounding speciality and mental health care.
Positive brand sentiment was earned through substantive, human stories that replaced institutional messaging with real outcomes and authentic, relatable storytelling. I helped architect the high-level COVID-19 narrative response, mental health awareness campaigns, and initiatives that gave voice to underserved communities.
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 unite 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 led this alumni profile on composer Mark Cofer — online student to Hollywood composer on Pirates of the Caribbean and The Mummy — as proof-of-outcome storytelling for the Academy's enrollment strategy. Real graduate results convert better than institutional claims, especially late in the decision journey. The piece turned one alumnus's success into evidence of the program's value, building brand authority and driving enrollment for the School of Music Production & Sound Design.
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Molding a legacy
I wrote this feature on Academy of Art University faculty and alumni sculpting a national monument to Norman Lear, the TV producer who used sitcoms to confront race and politics decades before it was mainstream. The piece positioned the Academy's sculpture program not as a place that teaches technique, but one that produces "artists who make statements" — using a real, high-profile commission to demonstrate the program's caliber and values to prospective students and the broader art world.