Professional EXPERIENCE

Creative Director, 2024-2026

Kanahoma, San Diego, CA (Remote) — kanahoma.com

  • Lead creative strategy, team development, and campaign execution for an over 20-client portfolio at a fast-moving, education-focused agency.

  • Scaled the creative team from 5 to 10, hiring and managing multidisciplinary talent across the U.S., Mexico, and South America.

  • Direct strategy, concepting, production, and delivery across CTV, paid social, paid search, OOH, web, and integrated campaigns.

  • Develop and execute integrated marketing campaigns across digital, email, social, web, print, and video, ensuring consistent messaging and brand alignment across all channels.

  • Partner with clients and executive leadership to define brand positioning, creative direction, and long-term growth strategy.

  • Oversee complex video and photo productions — casting, scripting, shot lists, and on-set creative direction — to deliver compelling brand stories.

  • Mentor ACDs, designers, copywriters, and video editors, strengthening creative craft and team cohesion.

  • Direct external vendors and contractors, including graphic designers, printers, web teams, photographers, and videographers, to deliver high-quality work on time and on budget.

  • Manage campaign timelines, content calendars, and deliverables to support awareness, engagement, and conversion goals.

  • Capture and curate authentic stories through interviews, photography, and video to support fundraising, stewardship, and community engagement efforts.

  • Kanahoma, San Diego, CA (Remote) — kanahoma.com

    • Developed brand strategy and creative campaigns that differentiate clients from their competition, drive results, and build brand affinity

    • Crafted strategic, on-brand messaging and story-telling tailored to target audiences across all platforms, including print, radio, TV, digital, paid/organic social, and OOH

    • Directed pre-production and production of video and photoshoots, including talent outreach and selection, shot list development, production team collaboration, and on-set creative or art direction

    • Ensured copy aligned with brand messaging, research, and insights; was consistent in style, quality, and tone of voice; was optimized for search engines; and fostered engagement, retention, lead generation, and user experience

    • Managed, trained, and mentored full-time and freelance copywriters

    • Collaborated with cross-functional teams including paid social, web development, account management, and video production

  • National University System, San Diego, CA — nusagency.org

    • Managed the creative workflow — from strategy and ideation to production — for brand campaigns across all platforms, including print, radio, TV, digital, paid/organic social, and OOH

    • Directed pre-production and production of video and photoshoots, including talent outreach and selection, shot list development, production team collaboration, and on-set creative direction

    • Led brainstorms, concepted high-level campaigns, and crafted and executed marketing initiatives tailored for target audiences

    • Ensured copy aligned with brand messaging, research, and insights; was consistent in style, quality, and tone of voice; was optimized for search engines; and fostered engagement, retention, lead generation, and user experience

    • Managed, trained, and mentored a team of junior and mid-level copywriters 

    • Collaborated with cross-functional teams including paid/organic social, web development, account management, video production, and email marketing

  • National University System, San Diego, CA

    • Lead creative and copywriting teams for the National University System, driving the brand voice for National University and its four affiliate universities

    • Concepted and produced integrated marketing campaigns, including national TV commercials, radio, video, paid social, display, email, web, print, and out of home 

    • Partnered with creative, marketing, and accounts teams and clients to create strategic marketing plans and produce creative assets 

    • Managed a team of copywriters, mentoring junior creatives and developing mid-level creatives

    • Led casting process for broadcast campaigns, integrated marketing campaigns, video projects, and photoshoots

  • Southern New Hampshire University, Manchester, NH

    • Concepted and crafted copy for integrated advertising campaigns that included national broadcast commercials, radio, digital video, direct response banner ads, email, paid and organic social media, microsites, homepage takeovers, print, out of home and nationwide events 

    • Partnered with creative, web, social media, accounts teams and clients to create stand-out collateral and campaigns for national, Hispanic and local markets 

    • Researched and wrote academic program content for SNHU’s website and content articles 

    • Reviewed creative work, mentored junior-level copywriters and designers, and maintained brand standards and best practices in terms of department process

    • Proofread and edited content for spelling, grammar, SEO and clarity

  • Junior Copywriter, 2013-2014

    Staples Inc., Framingham, MA

    • Served as junior copywriter for the Staples Rewards and Staples Credit Card teams, writing print copy (direct mail, newspaper ads, in-store signage and flyers) and online copy (social media, A/B email testing, email nurture campaigns, websites and banners)

    • Wrote print and online copy for field marketing, internal communications, Hispanic marketing, acquisition and seasonal promotions

    Account Executive/Proofreader, 2010-2013

    Staples Inc., Framingham, MA

    • Managed and fostered partnerships with Staples’ merchandising, marketing and creative teams to facilitate the creation of print and online circulars, flyers and in-store signs

    • Proofread web pages, catalogs, direct mail, circulars and other online and print collateral

    Copy Editor/News Editor, 2005-2010

    The Telegraph, Hudson, NH

    • Edited, designed and managed the community news section Neighbors by assigning local news and human interest stories to staff, editing stories, planning the layout, and designing the pages using InDesign, InCopy and Photoshop

    • Managed content of The Telegraph’s community news website

  • 2022 EduAdAwards “Best in Show” for Concordia University Irvine’s Freedom to Explore campaign

    2021 Emmy® Award winner for National University’s Home Campaign commercial

    2020 Emmy® Award winner for National University’s #My30 Kirstie Mini Documentary

    2019 Emmy® Award nominee for short form writing for National University’s #My30 Anthem commercial

    2020 AVA Digital gold award recipient for NU #My30 Anthem commercial and the CityU website redesign

    2020 AVA Digital Platinum Award recipient for #My30 Kirstie Mini Documentary

  • BA in English/Journalism, University of New Hampshire, 2001-2005

    • Artsy pursuits, such as watercolors, charcoal and sub-par Instagram photography

    • Obsessive vintage furniture hoarding

    • Force-snuggling my pit bull Sweet Pea

    • Traveling and, when not traveling, creating Airbnb wishlists