A Quick Story…

I'm driven by storytelling, narrative arcs and brand-building. I entered professional life at a time that digital platforms, especially social media, became pivotal in the media landscape and leveraged that into a career at Nike and, previously, as a sports reporter.

I worked at Nike for 12 years leading marketing strategies and operating full-funnel campaigns on a global scale. I'm skilled at driving projects in a matrixed, cross-functional organization in which world-class work is the barometer. Conversely, my background on scrappy teams at Nike and as a journalist enables me to thrive in resourceful environments.

Projects

  • @Nike Snapchat – AR Lenses

    I wrote Nike’s strategy for Snapchat, which focused on leveraging augmented reality to present a playful, fun side of Nike to the Gen Z audiences that Nike was trying to reach.

    View AR lenses
  • An image of Eric Koston from the series "In The Wild"

    @Nike Flagship – Athlete & Product

    Here are several content series that I created for @Nike Instagram, YouTube and TikTok, including two series that were developed and produced in partnership with Wieden+Kennedy.

    View Flagship

  • @Nike YouTube - Livestream

    I conducted two livestream projects for @Nike YouTube - 1) for Nike Kids, a live episode of Nike PLAYlist broadcast from Chicago in support of NBA All-Star Weekend, 2) an 11-episode series called NTC Livestream Workout, which aired every Saturday morning during the first several months of the COVID-19 Pandemic.

    View Livestreams

  • Jordan Brand – Breakfast Club

    While at Jordan Brand, I built a chatbot on Facebook Messenger that featured a 30-day workout program of Jordan Brand’s training brand, which was branded as Jordan Breakfast Club. We ran this for a year then transitioned the chatbot into an awesome weekly newsletter that provided news about Jordan Brand’s suite of stories, products and services.

    View Breakfast Club

  • Nike Training – "Time to Train"

    The “Time to Train” campaign reflected a genuine insight that our audience tended to stick with training morning, midday or evening.

    We supercharged its impact by crowd-sourcing our audience for their Feats Of Athleticism, in which we published photos and videos of our audience flashing their athleticism during a training session.

    View "Time to Train"

  • Nike Training – Brand Reset

    ***PAGE IN PROGRESS OF BEING BUILT***

    Nike Training underwent a reset in its direction to focus on training as a sport. Crossfit became the primary form of training to elevate considering the Metcon 1 trainer was the lead footwear launch to support the brand reset.

    The content featured here showcases how my team drove the reset on social media, led by the launch of @NikeTraining on Instagram (now @NikeWellCollective).

    Page in Progress

  • Nike Baseball – "Future Gets Faster"

    Nike Baseball’s Twitter, Facebook and Instagram channels served as a tip of the spear for the “Future Gets Faster” campaign, which included the launch of @NikeBaseball Instagram (now @NikeDiamond).

    View "Future Gets Faster"

  • Nike Baseball – MLB

    I led a content strategy to feature Nike Baseball’s priority MLB athletes. It was critical that Baseball’s audience felt the passion, intensity and athleticism of Nike’s athletes. Athlete access was prioritized so that my team could bring a POV that only Nike could provide.

    View MLB