Portfolio

I have led PR campaigns for global brands and startups, both as an agency partner and an in-house communications lead.

Bobble: Celebrating Form vs. Function

Using Design as a Competitive Advantage in a Crowded Category

When I led the launch of bobble, a stylish reusable water bottle, the market was saturated with countless single-use brands and a growing wave of eco-friendly competitors.

We needed a differentiated narrative that would break through.

Rather than emphasizing bobble’s sustainability, I positioned it first and foremost as a style statement. Created by famed industrial designer Karim Rashid, bobble stood apart as a chic personal accessory, one that just happened to filter water through a clever cap.

This decision drove sustained media attention, including coverage in The New York Times and multiple appearances on TODAY.

It worked: bobble’s ubiquity prompted eco-leader Seventh Generation to take notice and ultimately acquire the brand. By framing bobble as a design object, we generated both cultural relevance and commercial value.

Priceline’s 20th Anniversary

The Impact of Data-Driven Storytelling

I was Priceline’s Head of Communications when the company was turning 20. This was a milestone, but company birthdays are typically met with a shrug. I decided to use Priceline’s wealth of historical data to tell a narrative about the evolution of travel behavior.

After securing a coveted booking on CBS This Morning, I set about building the story. How had travel booking patterns changed? How do people travel today versus two decades ago? What trends are we seeing right now?

CBS presented the data as graphics during the CEO’s five-minute segment. I then used it to write up a story for Priceline’s website, explaining the company’s legacy and evolution.

My work wasn’t done, however. I spent a full day in Manhattan, shepherding William Shatner through TV appearances and in-person interviews, ultimately sneaking him into a Priceline all-company celebration as a closely-guarded surprise.

For the record, I can report that Captain Kirk is as entertaining in life as he is onscreen. And from a PR perspective, it was about as fun an anniversary celebration as you can have.

SodaStream Wins the Super Bowl

SodaStream’s Showdown vs. Big Soda

I represented SodaStream when they were preparing to run their first Super Bowl spot. Made by Alex Bogusky, a retired ad legend who’d previously worked with Coke, it was calculated to needle Coke and Pepsi for the volume of plastic waste they produce.

We suspected CBS would object; Pepsi was a Super Bowl sponsor. Lo and behold, CBS yanked the spot. The trap was set.

My job was to generate as much attention as possible, in waves. The first was a USA Today print exclusive focused on Bogusky’s return to advertising. The second was revealing CBS’s rejection, which spurred a heated national conversation.

The ad ran online instead, quickly racking up millions of views - far more attention than if it had been allowed to air in the first place. A third wave of coverage resulted, saluting SodaStream’s ability to generate immense attention at no additional cost.

SodaStream was so pleased with the results, in fact, that they ran the same Super Bowl PR playbook the very next year.

The Four Seasons Pop Down

Taking Four Seasons Talent on Tour

Within each Four Seasons hotel, there exists an extraordinary level of individual talent. Chefs, mixologists, sommeliers, florists - each of them operating at the highest level. The challenge was that these skills were siloed within the property, invisible to the wider world.

I was the agency lead for Four Seasons and we created an event that would showcase that talent to an international audience. The inaugural Four Seasons Pop Down premiered in Toronto during TIFF, the Toronto International Film Festival.

We brought together the artistic director from Four Seasons George V in Paris, mixologists from Mexico City, Seoul and London, and chefs from Milan, Buenos Aires and Beverly Hills for a one-night-only celebration of Four Seasons expertise.

This celebration continues. Since the premiere, Four Seasons has replicated the event in Philadelphia, Miami, Hong Kong and London.