Influencer & Creator Strategy

I've built influencer programs across entertainment, luxury spirits, consumer brands, and cultural institutions. The strategy is always the same: find the right people, give them something real to say, and get out of the way.

Entertainment MrBeast and Michael Lee TikTok April Fools Heist for The Bad Guys. The Old Man TikTok campaign: 1M+ views. Assassination Nation propaganda seeded at TIFF. Trolls franchise evergreen creator program for DreamWorks/Netflix. Campaigns that felt like cultural moments, not marketing.

Luxury & Lifestyle Built Wilde Irish Gin's influencer program from zero through national distribution: organic content, creator partnerships, and live events. Developed influencer strategies for L'Oreal and HP at Media Monks IMA Fashion & Luxury.

Cultural Institutions Produced influencer and press campaigns for the California Heritage Museum's Rock & Roll Legends and Awkward Family Photos exhibits, generating international earned media from GMA, Today Show, NBC Nightly News, Time, and People Magazine.

Social Cause Stand Up To Cancer influencer activation with @muckrock original artwork auctioned for charity. SAG-AFTRA strike content alongside Fran Drescher on the front lines.

Food & Culture IFC "City of Gold": food bloggers and influencers across LA, Chicago, NY, and SF for a Facebook Live with Pulitzer Prize-winning critic Jonathan Gold at Grand Central Market.