Selected work

Four cases, one pattern: complex product, multiple audiences, narrative built to scale.

Multi-Audience · Global Launch

One franchise, global audience

Narrative strategy for Advanced Night Repair — reaching 150M+ consumers globally.

The problem: Skincare science is precise. The way it's communicated to users rarely is.
What I built: Visual-first creative built to flex — one narrative adapted across platform formats (social, retail, digital, influencer) and regional markets (NOAM, EMEA, UK, APAC, China), so the science landed wherever the audience was.
Cross-functional scope: PR, paid media, sales enablement, retail training, influencer, and digital — synchronized across NOAM, EMEA, UK, APAC, and China.
Outcome: Top global franchise performer. The tiered framework became the organizational standard.

Technology Transition · Organizational Change

Rebuilding product communications for a new medium

Led the shift from print-centric storytelling to digital-native, social-first communications at global scale.

The problem: In 2016, communications at Estée Lauder were built for print. The audience had moved to social and mobile — but the infrastructure hadn't. This required organizational transformation, not channel optimization.
What I built: A digital-first operation from scratch: in-house motion production, brand governance across APAC, EMEA, and the Americas, platform-native content strategies, and real-time workflows cutting turnaround from weeks to days.
Team & scale: Multi-disciplinary team across content strategy, motion, social, and production. Promoted Director → Executive Director → VP through the transformation.
Outcome: Digital engagement grew substantially year-over-year. The playbook became the template across the portfolio.

Brand Systems · Creative Standards

Defining how a global brand speaks and shows up

Created the brand guidelines for Estée Lauder — the foundational document governing how the brand communicates across every channel, market, and touchpoint globally.

The problem: Global growth had created inconsistency in voice and visual treatment across markets. The brand needed a single source of truth that could govern creative output at scale.
What I built: A brand guidelines system covering voice, visual identity, messaging architecture, and channel adaptation rules — precise enough to enforce consistency, flexible enough for creativity.
Cross-functional scope: Worked across creative, marketing, digital, retail, and regional teams to codify what was working and build a framework for how to evolve. Became the reference for our global team, agency onboarding, and market alignment.
Outcome: Consistent creative standard across markets. Reduced agency briefing friction and became the onboarding foundation for new teams.

Product Narrative · Executive Communications · Stakeholder Strategy

Translating product capability into the narrative the room needs

Designed and led the executive and product communications system across the organization — product launches, investor briefings, analyst communications, and strategic partner meetings.

What I built: The full communications infrastructure for every high-stakes room: product launch narratives built around what the product actually does and why it matters, motion sequences that demonstrate capability rather than describe it, live demo environments designed to show not tell, and messaging frameworks that let different leaders carry the same story to different audiences with precision.
Scope: Direct C-suite partnership across every major communication — board, investor, press, analyst, and strategic partner. Built org-wide narrative frameworks and visual standards. Managed the team and production pipeline to deliver on timelines that never held still.

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