Brands
Jessica simpson: leverage organic momentum for summer catalog sales
Jessica Simpson Collection is national lifestyle brand owned by American singer, Jessica Simpson. Valued at $1B+, the brand is well-known for their footwear, pairing trend-driven heels with both quality and comfort. I leveraged current platform formats like “My Heel Collection”, a viral fashion trend where creators showcase their high-heel collection, to advise on creative direction highlighting JS’ newest Indigo Denim shoe line.
Insight: Rather than asking audiences to adopt a new behavior, I recognized an opportunity to embed the collection within an existing creator ritual, allowing the campaign to feel native to TikTok while showcasing the product in a format users were already seeking out and engaging with.
Impact: Successful trend-jacking brought a +17% uplift in traffic to Jessica Simpson Collection, while quickly rising to become one of the top-six videos in engagement produced during Q2.
Q2, Summer 2026
Responsible for: Creative Concept, Brand Partnerships, Campaign Optimization
Glaze Hair is a UK-based “tinted moisturizer for hair”, famous for bringing a salon-quality vibrancy and shine all from the comfort of home. U.S. consumers viewed hair gloss as a salon service rather than an at-home beauty routine. To reduce purchase friction, I built a campaign that first normalized the category through creator education before driving traffic to TikTok Shop. By building brand awareness while encouraging high-engaged audiences to the new TikTok Shop and physical storefronts in top markets, Glaze Hair was able to successfully center itself as the go-to brand for hair gloss online.
Insight: Because many consumers didn't yet understand why they needed a hair gloss, the campaign focused first on normalizing the product category through creators before directing audiences into TikTok Shop and retail channels.
Impact: Developed and executed a successful full-scale campaign utilizing TikTok ad objectives such as Video Views & Brand-to-Shop, with the former delivering over 485,000+ user impressions within the first week post-launch.
Glaze hair: introducing hair Gloss to america
Q2, Summer 2026
Responsible for: Brand Partnerships, Media Planning, Ad Campaign Creation & Optimization
Ryse Supplements: Turning Momentum into Measurable ROI
Spring 2025
Responsible for: Campaign Briefs, Case Study Presentation
During my interview process with TikTok, I reverse-engineered a campaign brief based on a case study from Ryse Supplements, a popular sports nutrition & fitness brand known for its heavily researched formulas and nostalgic, candy-flavored collaborations. As part of this presentation, I created a GTM strategy focusing on a mix of ad tools available to users to build a plan to increase conversions while driving down CPA costs. I leveraged my PR background to provide influencer marketing suggestions based on audience demographic mix (Scotty K Fitness) to anchor platform-native tactics.
Insight: Rather than compete solely on product features, I focused on identifying scalable creative formats capable of broadening audience reach while improving conversion efficiency.
Impact: Got the job at TikTok.
The Poet House: “Fuel the Mothership” 2-year anniversary x Blackberry Peach Campaign
The Poet House is an Austin-based community organization co-founded by Michael Hatcher & Jasmine Games. Created in 2024, The Poet House serves as a space for spoken word by uplifting diverse artists and audiences, especially those historically underrepresented in Austin’s arts spaces. every.Word Poetry is a free, dynamic space for adult poets and spoken word artists to develop their craft & and connect with audiences.
With its second anniversary a week from the Blackberry Peach National Poetry Slam, I collaborated with production team Sumn.2Do to create the “Fuel the Mothership” campaign: a multi-platform effort to spread awareness on Blackberry Peach and encourage users to fundraise for every.Word poets who will represent at the Slam.
Insight: Community organizations thrive when audiences feel personally invested, so the campaign emphasized the artists' journey to Blackberry Peach rather than promoting the anniversary itself, transforming awareness into emotional participation.
Impact: To be calculated; this is an ongoing campaign with results rolling in after the July 20th showcase.
July 2026
Responsible for: Creative Concept (Social), Content Production, Campaign Direction
