Esca Group - Marketing Partner
Across ESCA’s portfolio, the work helped establish a more emotionally resonant and culturally relevant digital presence by: strengthening brand identity, content series production, creating stronger visual consistency, developing more socially native storytelling, supporting venue awareness and guest engagement.
Core Capabilities: Creative Direction, Experiential Storytelling, Social-First Strategy, Luxury / Lifestyle Positioning, Email CRM Management, Community Growth, Visual Identity Development, Creator & Cultural Marketing, Photography & Art Direction, Multi-Brand Marketing Strategy
Rhythm Zero - Experiential Collab + Digital Amplification
Led a collaborative experiential activation with Rhythm Zero that merged immersive, community-led events with a full-funnel digital amplification strategy across social, creators, and paid media. The work focused on translating in-person cultural energy into measurable digital impact — building momentum through storytelling, creator engagement, and strategic content distribution.
The campaign successfully bridged physical experience and digital behavior, driving significant spikes in product discovery and engagement, resulting in the featured product becoming the #1 most visited product page on Sephora.com.
NARS — Global Social Strategy
Client: NARS Cosmetics
As Social Media Lead, I owned content strategy for a NARS audience of 2M+, at a time when brand-awareness content was under-resourced and treated as low-budget always-on. Recognizing that a global prestige house like NARS required a social presence that actively built desire—not just filled a feed—I re-positioned the channel toward higher-impact storytelling, both shooting native social content and producing campaigns for key brand moments. I secured a 200x increase in production budget for brand-awareness content, which drove a 16x acceleration in social growth.
Act+Acre — Brand Content Engine
Client: Act+Acre
I built a content system designed around creative diversity over volume — producing 250+ concepts per month across formats, hooks, and narratives to ensure paid media never ran short of fresh creative. The core insight was that for a DTC brand, creative variety is the primary lever for scaling spend without ROAS decay.
I concepted, art directed, and produced the paid content engine end-to-end, directing a full production team of photographers, videographers, editors, and retouchers in a continuous, iterative cycle that translated performance learnings into real-time creative output.
Gatorade — Photography
Client: Gatorade
Photography select featured in 2026 Gatorade commercial.
NARS — Destination Launch Content
Client: NARS Cosmetics
Concepted, art directed, and directed content capture across Bora Bora, Ibiza, Los Angeles, and additional destinations, leading on-location production with a full crew of photographers and videographers while overseeing edit and amplification strategy. The resulting content amplified influencer activations, driving ~50x engagement and significantly extending the reach of destination campaigns beyond their original audiences.
Act+Acre — Sephora PDP [51% Improvement]
Client: Act+Acre
Built conversion-driven creative assets informed by paid social, DTC performance learnings, and historical brand insights, translating data into high-performing creative direction. Concepted “How-To” shoots, product photography, and design-led edits to improve clarity, intent, and purchase conversion across the funnel. The work delivered a +51% average conversion lift across the product range from Q1 to Q2, with standout performance including +118% (Stem Cell Conditioner), +108% (Stem Cell Shampoo), and +75% (Peptide Treatment), and continues as an ongoing optimization cycle.
Personal Travel Photography
Outside of work, I’m a photographer and have traveled to 40+ countries, usually with a camera and a bias toward quiet, in-between moments that say more than the obvious ones. That’s what pulls me to Airbnb. It’s a brand built on real people, real homes, and the emotional texture of travel.
