Building strategies that connect platforms, creators and brands. A 15+ year career leading campaigns, partnerships and product launches, and developing the scalable programs that helped grow some of the most influential companies in entertainment and tech.
Co-produced a livestream of the press conference with Apple Music and Roc Nation and led TikTok's marketing rollout into the performance, surpassing both company KPIs and the higher targets set for the stream.
Led Spotify's campaign behind Major Lazer's Lean On, built on a long-standing relationship with Diplo as an early platform adopter and the promotion of his Diplo and Friends playlist. In November 2015 the song became the most-streamed in Spotify history at 526 million plays, an independently released dance record that reached number one in more than 20 countries and spent 48 weeks on the Hot 100.
Overhauled the team brand end to end, rebuilding every promotional asset and the sponsorship strategy behind them. Brought in new sponsors for 2026 including Vibrant, VP Fuels and Apex Wheels, and tripled social presence in a year across SRO TC America and Gridlife.
Led the launch and go-to-market for TikTok's first suite of beat-reactive creative effects, starting with Music Visualizer. Paired the rollout with culturally aligned artists including Diplo, Coldplay and City Girls, driving high early adoption and outsized track creates for every artist who used the effect.
Closed a content and festival partnership with Insomniac, bringing Golf Cart Confessions and Discovery Project to the WAV app as an exclusive channel alongside ten festival slots across EDC, Beyond Wonderland and Nocturnal Wonderland. Part of a $3M+ sponsorship portfolio alongside Mixmag.
Devised and launched TikTok's first global music program, celebrating a genre expanding fast worldwide with Fred Again, Carl Cox, Sofi Tukker, Dom Dolla and Disclosure. Replaced a siloed regional structure with a hybrid local and global model, delivering 500%+ YoY consumer engagement, 300%+ creator participation and 150%+ feature adoption, with fan engagement doubling in the first week.
Thirty-minute sessions for founders already building in entertainment and tech, covering strategy, marketing, partnerships and the introductions that move things forward.
Developing an original children's music and media project, building the characters, the songs and the world they live in.
Overhauled the team brand end to end, rebuilding every promotional asset and the sponsorship strategy behind them. Brought in new sponsors for 2026 including Vibrant, VP Fuels and Apex Wheels, and tripled social presence in a year across SRO TC America and Gridlife.
Led a growth-based partnership with Tune My Music, turning a mid-migration product overhaul into leverage to renegotiate terms while shipping a low-maintenance feature artists valued.
Worked with professional dancer Selin Spuhler to develop and launch her own movement and dance brand. Selin has performed with Nicki Minaj, Sabrina Carpenter, Rosalía, Coldplay and Camila Cabello.
Led partnership and business development strategy for the fan experience platform, building the commercial frameworks and the partner pipeline behind it.
Served as fractional CMO, developing full platform strategy across music, technology and film while leading investor relations and financial planning through fundraising cycles.
Sat with cross-functional leadership to ideate and present a future music and cultural marketing and product strategy, defining a new creator-focused sub-brand for launch.
Co-produced a livestream of the press conference with Apple Music and Roc Nation and led TikTok's marketing rollout into the performance, surpassing both company KPIs and the higher targets set for the stream.
Built a linear cross-platform partnership connecting four organizations with competing KPIs, Prime Video, Dick Clark Productions, ACM and TikTok, around one execution plan. Anchored by a bespoke product build on TikTok promoting the broadcast with artist, creator and fan content, plus a 60-second in-show component at no fee. Generated over $1M in earned media with limited internal resource.
Built a long-term partnership with Spotify around a recurring series on their profile, exploring genre history and driving discovery while promoting playlists through trending audio and a popular creator. Generated outsized ad and creator agency revenue relative to the resource lift.
Built a partner education program for festival season, showing brands and their agencies how to maximize creator and cultural moments on platform. Audiences included AEG, Live Nation, Netflix, Amazon and Spotify. One of several partner education programs built and run across the partnerships org.
Devised and launched TikTok's first global music program, celebrating a genre expanding fast worldwide with Fred Again, Carl Cox, Sofi Tukker, Dom Dolla and Disclosure. Replaced a siloed regional structure with a hybrid local and global model, delivering 500%+ YoY consumer engagement, 300%+ creator participation and 150%+ feature adoption, with fan engagement doubling in the first week.
Built TikTok's first month-long US music program, anchored by a partnership with CMT and a five-episode livestream series featuring Hannah Dasher, Jon Pardi, Josh Turner and Thomas Rhett. Recognized as a Billboard Country Power Player in 2022.
Oversaw the Apple Music partnership and led the rollout of their holiday concert livestream on TikTok, featuring Alicia Keys alongside platform artists JVKE and Jon Batiste.
Led music programming and production two years running, culminating in a flagship livestream with Jay Park, Yuna and AAPI creator spotlights. Viewers and watch time grew year over year and surpassed company benchmarks.
Led partner-facing communications across the ticketing integration, overseeing artist tour launch campaigns, building tour marketing education for partners and standing up a scalable program to support the integration and partner go-to-market.
Led the launch and go-to-market for TikTok's first suite of beat-reactive creative effects, starting with Music Visualizer. Paired the rollout with culturally aligned artists including Diplo, Coldplay and City Girls, driving high early adoption and outsized track creates for every artist who used the effect.
Produced a first-of-its-kind virtual concert on TikTok LIVE featuring a hyper-realistic avatar in a recreated Sony Hall. Built as a zero-cost value-in-kind activation, it exceeded every watch time and revenue target and generated significant earned press.
Executed a 75-minute peak-engagement livestream featuring Charlie Puth, Kali Uchis and Rico Nasty.
Oversaw the rollout campaign and all creative content development for Kasbo's second album on Counter Records, including commissioning and producing the video for Shut the World Out with Frida Sundemo.
Led creative content for The Midnight's Monsters on Counter Records, including a fan zine and a lyric video built to simulate 80s video game play. Centered the rollout on an interactive playlist generator that returned the hits from the month and year of each fan's prom, timed to the single Prom Night.
Managed development, strategy and partnerships for the alt-pop artist. Debut single Come Over premiered at KCRW and passed 2.4 million streams, with editorial placements including Lorem. Nolie was highlighted as a member of Spotify's Fresh Finds: Class of 2019 and completed a US tour with BAYNK.
Closed a content and festival partnership with Insomniac, bringing Golf Cart Confessions and Discovery Project to the WAV app as an exclusive channel alongside ten festival slots across EDC, Beyond Wonderland and Nocturnal Wonderland. Part of a $3M+ sponsorship portfolio alongside Mixmag.
Led development of a live series built around Amsterdam Dance Event, overseeing production and the full go-to-market plan. Sets included Kölsch, Eats Everything, Maceo Plex and Yotto.
Co-led the rebrand of Spotify's electronic music brand, relaunching flagship playlist ElectroNOW and the wider suite around it as Mint. Anchored by an OOH and multimedia brand campaign.
Built and ran a partner masterclass at Amsterdam Dance Event two years running, growing from a focused first year into a hybrid education and party format with intimate dinners for closer relationship building.
Shaped the artist lineup for Spotify's long-running brand program with Jeep, collaborating with Flume and Travis Barker.
Oversaw Spotify's campaign behind Flume's Skin, building bespoke marketing programming and growth strategy across editorial and content marketing. Never Be Like You broke the album wide open, peaking at number 20 on the Billboard Hot 100 and number 3 on Hot Dance/Electronic Songs. Skin went on to win the Grammy for Best Dance/Electronic Album.
Managed development, strategy and partnerships through the Lungs EP and the singles that followed, including a Ring of Fire cover that passed a million streams, with festival runs at SXSW and Outside Lands.
Led Spotify's campaign behind Major Lazer's Lean On, built on a long-standing relationship with Diplo as an early platform adopter and the promotion of his Diplo and Friends playlist. In November 2015 the song became the most-streamed in Spotify history at 526 million plays, an independently released dance record that reached number one in more than 20 countries and spent 48 weeks on the Hot 100.
Led the early platform campaign for the artist, building bespoke opportunities across a month-long album campaign, a weekly editorial series and an SXSW performance and release. It culminated in the first fan-facing event Spotify ever executed, which became the template for Fans First, now a global loyalty platform.
Built a weeks-long, data-driven artist development program sponsored by Chevrolet. The program went on to launch the careers of chart-topping and award-winning artists including Sam Hunt, Maren Morris and Bastille.
Identified a systemic platform trust risk around fraudulent release notifications and architected a preventative approval workflow with engineering and legal, letting music teams approve marketing for major artists before anything auto-pushed.
Supported the team building the live show in Central Park, executed all direct-to-fan and digital marketing, ran on-site content capture and led the content release after the show.
On the team that developed a brand new format bringing classical music to the club, introducing younger audiences to young artists in a culturally relevant setting. Global activation spanning New York, London and Berlin.