What will define truly effective branded content in the years ahead is our Gen Z and Gen Alpha, as they will be the trust litmus test for what resonates with culture, the political climate, and evolving technology.
Key Insights
In an environment saturated with media, as well as people with limited attention spans, it is more critical than ever to market to audiences in ways that make it feel like it was tailor made for them. We do this by continually tapping into cultural insights and building around interests and tentpole moments where we know audiences are excited to engage with content. It is important to listen and observe target audiences to ensure content breaks through.
Signature Work Achievements
- PR Week 40 Under 40 in 2025
- Head of media partnerships for the US with a team leading branding content and media buying across dozens of clients including Bank of America, Hill's Pet Nutrition, Dollar General, JBS, and more.
- Servesas Executive Sponsor of Burson Employee Resource Group YoPRo(Young PR professionals)
Since 2022, my team has managed eight figures in media spend resulting in mid seven figure revenues for Burson.
Leads and orchestrates media finance and operations processes at Burson
Career Lessons
Don't ever start a sentence with "this might be a silly idea but..." as that often is the start of something big and innovative.
