Selected work
Four case studies from roles I've held, two strategy pieces, and two campaign concepts that show how I'd apply the same skills outside music.
Case studies
Outside Lands GA+ Experience
What three festival seasons taught me about brand perception, premium experience, and leading without a playbook.
The brief
Deliver a premium-tier guest experience inside one of the country's largest music festivals, where every touchpoint shapes how attendees feel about the upgrade they paid for.
My role
Guest Experience & Operations across GA+ areas, 2023 to 2025.
What I did
- Coordinated volunteer assignments, daily schedules and guest flow
- Led volunteer teams and resolved guest concerns on the spot
- Kept operational communication moving between teams in real time
Skills used
- Experiential marketing execution
- Team leadership
- Customer experience and brand standards
Why it matters beyond music
A premium tier is a brand promise. Delivering it at scale is the same work behind a product pop-up, a sponsored activation or a VIP customer event.
Finding creators before the market does
A year scouting emerging artists for Artist Partner Group, and the process behind picking talent worth investing in.
The brief
Find emerging artists with real audience momentum early, and help the label decide who to back and how.
My role
A&R Scout, Artist Partner Group, Los Angeles, 2024.
What I did
- Tracked audience trends to separate lasting growth from one-off spikes
- Built and managed relationships with artists, managers and partners
- Supported release strategy with research, planning and timelines
Skills used
- Creator discovery and vetting
- Audience and trend analysis
- Stakeholder and talent relations
Why it matters beyond music
Choosing which artist to sign is the same call a brand makes when picking creators for a partnership program: who has a real, engaged audience, who fits the brand, and how to keep the relationship strong.
Running a release like a product launch
Coordinating release campaigns for independent artists at Grass Fed Music, from trend research to content rollout.
The brief
Help independent artists launch new music with organized campaigns that stay true to each artist's identity.
My role
Marketing Intern, Grass Fed Music, 2023 to 2024.
What I did
- Built content schedules and tracked deliverables across release timelines
- Researched platforms and engagement patterns to shape recommendations
- Developed content concepts and materials matched to each artist's positioning
Skills used
- Go-to-market planning
- Brand positioning and consistency
- Social research and insights
Why it matters beyond music
A release has the same parts as any product launch: positioning, a timeline, launch assets and an audience to grow. The process works for a new app or a new product line.
Always-on social for growing brands
Planning, writing and running social content for freelance clients since 2023.
The brief
Give clients a consistent, on-brand social presence without them having to manage it day to day.
My role
Freelance Social Media & Marketing Strategist, 2023 to present.
What I do
- Plan content calendars and publishing schedules
- Write social copy, campaign messaging and content briefs
- Publish, engage with the community and monitor performance
Skills used
- Content strategy
- Copywriting and brand voice
- Community management and reporting
Why it matters beyond music
This is the day-to-day of any brand social role: plan, create, publish, listen and report, on repeat.
Strategy pieces
When a launch becomes a place
How artists like Sabrina Carpenter and Charli XCX turn album releases into immersive, real-world experiences that deepen fan engagement and boost visibility.
Beyond musicThe same playbook drives product drops and retail pop-ups: build a moment worth posting, and your audience becomes the media plan.
Read the full PDFInteractive concerts and the “Y/N” experience
Social media has turned live music into a two-way experience where fans document, react and become part of the show.
Beyond musicThis is the logic of creator-led and user-generated campaigns: give people a role, and they carry the story for you.
Read the full PDFCampaign concepts
Self-initiated concepts I wrote to show how I'd plan creator and experiential campaigns for consumer brands. They are not affiliated with or commissioned by these brands.
Celsius “Second Set”
A festival-season creator program and on-site recharge lounge, built around the mid-afternoon slump every festivalgoer knows.
- Insight
- Festival days are long. The energy dip between the afternoon and headliner sets is a real, shared moment that a fitness energy brand can own.
- Idea
- A shaded “Second Set” lounge with cold product, phone charging and quick stretch sessions, plus a crew of micro-creators who document their full day from gates open to the last song.
- Creator plan
- Recruit local fitness, dance and lifestyle creators with engaged audiences. Brief them on story moments, not scripts, and give them early access and lounge passes for their followers.
- Rollout
- Tease: creators post their festival prep routines
- Live: on-site lounge and day-in-the-life content
- Recap: best fan and creator clips reshared by the brand
- What I'd measure
- Lounge visits, product sampled, creator content engagement rate, branded hashtag posts, and follower growth during festival weeks.
lululemon “Local Lap”
A city-by-city run club series hosted by neighborhood creators, linking store communities to the people who already lead them online.
- Insight
- Run clubs have become social scenes, and the people who lead them often have strong local followings. Their audiences trust them more than an ad.
- Idea
- Partner one run-club creator per city to host a monthly route that starts and ends at a local store, with a post-run hangout and a limited city-edition item.
- Creator plan
- Pick hosts for community fit and engagement over follower count. Give them a long-term partnership with clear deliverables, so the series feels like theirs.
- Rollout
- Launch: hosts announce routes to their communities
- Run: monthly events with recap reels from runners
- Grow: add cities based on turnout and sign-ups
- What I'd measure
- Event RSVPs and turnout, repeat attendance, store visits on run days, email sign-ups, and engagement on creator and runner posts.