I'm a brand and marketing leader who builds brands that people believe in—from global launches like Sphere to entrepreneurial ventures like Goodnight Cowboy. I bring together strategy, creativity, and execution to drive growth, spark loyalty, and make bold ideas real.

Co-Founder & Chief Brand Officer

Goodnight Cowboy | Austin | Sep 2024 - Present

  • Co-founded and launched Goodnight Cowboy, a modern bottle shop and parlour redefining liquor retail in Austin.

  • Developed brand strategy, store concept, visual identity, and in-store experience from ground up.

  • Worked with City of Austin Planning Office and City Council to successfully rezone retail space for liquor sales.

  • Directed marketing, advertising, and social media growth to build local buzz ahead of grand opening.

  • Built supplier relationships and managed licensing, compliance, and operations.

  • Designed and executed events and activations to drive community engagement and brand loyalty.

Senior Director, Brand Strategy & Marketing

Sphere | Remote | Jul 2022 - Sep 2024

  • Led brand marketing and creative services for Sphere in Las Vegas from inception.

  • Established brand strategy, identity, marketing launch, and content production.

  • Built and directed a 15-person team across marketing, strategy, writing, and design.

  • Delivered 6:1 return on ad spend and ~$1M daily ticket sales for Sphere’s first show.

  • Created Sphere Student Design Challenge, engaging 100,000+ students and 75,000 public votes.

  • Grew brand awareness from 0% to 67% aided; expanded social following to 4M+ in one year.

  • Recognized in TIME’s Best Inventions of 2023 and won four Webby Awards.

Co-founder, Brand Lead

2X Marketing | Austin | Mar 2021 - Dec 2023

  • Co-founded 2X Marketing, providing brand strategy and growth consulting to tech, media, and consumer brands.

  • Led business development, securing contracts with clients like Foursquare and MediaMath.

  • Developed go-to-market strategies that expanded user growth and reduced churn rates.

  • Crafted brand positioning work (Built for this moment, and the next) that contributed to MediaMath's acquisition by Infillion.

  • Directed Statements of Work (SOWs) to define clear project scopes, boosting client engagement and satisfaction.

Managing Director, Client Services

R/GA | Austin | Jan 2022 - Jul 2022

  • Led the Austin client services team, managing brands like Tonal, Michaels, RaceTrac, and Fender.

  • Partnered with leadership to drive revenue growth and expand client relationships.

  • Developed brand strategies leading to an Agency of Record win with a national retailer.

Global Director, Brand Growth

Verizon Media/Yahoo | NYC | Jun 2017 - Dec 2022

  • Led brand marketing for a $7.5B portfolio, reaching 900M+ users worldwide.

  • Directed the Verizon Media rebrand to Yahoo during Apollo's 2021 acquisition.

  • Launched Yahoo Inc's corporate site and rebranded Yahoo B2B in Japan.

  • Developed and executed brand strategies to grow brand perception and clarity - 96% awareness, 75% consideration, 46% usage.

  • Led brand strategy for Yahoo+ subscriptions and launched major global marketing initiatives.

  • Built an in-house paid social team, cutting external media costs significantly.

  • Earned Digiday’s Brand of the Year award for the Verizon Media launch.

Principal, Product Marketing

AOL | DC | Jun 2024 - Jun 2017

  • Drove product marketing strategy for AOL communication products.

  • Managed $2.5M annual budget and external agency partnerships.

  • Led the redesigned AOL app launch, resulting in 129% MAU growth.

  • Honored as a 2015 Webby Honoree for app innovation.

Account Supervisor

The Community | Miami | Sep 2012 - May 2014

Oversaw Time Warner Cable Hispanic advertising campaigns via TV, Print, Digital, OOH, and Shared Mail alongside two account managers and one account coordinator. Guided significant TV production projects, such as TWC’s 2012 World Cup campaign shot in Mexico, Argentina, and Brazil.

Account Supervisor

Publicis Sapient | Miami | Oct 2011 - Sep 2012

Managed Tier 2 online advertising campaigns for the Chrysler brand by utilizing regional market knowledge and analyzing ad performance metrics. Led the successful launch of the FIAT 500 Abarth website, contributing to its strong U.S. debut and the complete sellout of the 2012 production stock within two months.