Selected Work
Integrated campaigns across earned media, influencer, editorial and experiential. Built for General and Hispanic/Latine audiences across beauty, healthcare and higher education.
Campaigns I Led
Neutrogena: “Best-in-Class” Campaign
Integrated PR & communications campaign, leaning into Gen-Z culture & sport
211+ pieces of creator content from 59 social creators. #1 share of voice in back-to-school coverage among Hispanic Market outlets, ahead of CeraVe and Olay. 100% positive sentiment.
Neutrogena leveraged two high-interest cultural moments simultaneously — the 2024 Summer Olympics and the Back-to-School season — positioning Neutrogena as the best-in-class skincare brand for General and Hispanic/Latine “zillennial” audiences.
Hispanic efforts led with Latine flag football star Diana Flores as spokesperson, driving earned coverage across Telemundo and Univision. Neutrogena partnered with run clubs in key Hispanic DMAs such as Miami Run Club and Latinos Run to amplify best-in-class messaging among Latine consumers, and hosted a creator wellness night in Austin, TX targeting Hispanic college audiences.
The campaign outperformed CeraVe and Olay in back-to-school share of voice among Hispanic Market outlets, with 100% positive sentiment throughout.
- Led earned media and influencer outreach across Hispanic markets, coordinating talent logistics, messaging briefs and coverage reports.
- Provided end-to-end support on the Diana Flores partnership — leading client pitch, spokeswoman negotiations, contracting and talent briefing — while crafting content concepts and social campaign initiatives to ensure seamless broadcast execution across Telemundo, Univision and digital platforms such as “Fierce by Mitú.”
- Coordinated best-in-class skin kit seeding to Hispanic Market college-aged students and editors, General Market influencers and key media outlets.
Neutrogena: “Collagen Bank” Product Campaign
Integrated PR & social campaign, driving product desirability through celebrity, creator & earned media
870MM+ video views across 170+ creators. 620+ pieces of content, surpassing KPIs by 87%. 96% positive sentiment.
To launch Neutrogena's Collagen Bank, the campaign deployed a multi-pronged strategy spanning influencer buzz, earned media, celebrity talent and paid social. Lead “Collagen Banker” Hailee Steinfeld anchored the launch with a cross-cultural IRL event in New York, hosting 70 influencers and media editors.
To target Hispanic audiences, Latina creator Kat Stickler deepened desirability across Instagram and TikTok, generating 1.5MM views with 99% positive sentiment. Over 112 editors and influencers received the “Secure the Bag” mailer, achieving a 36% coverage rate — surpassing industry standards by 11 points.
The program maintained 96% positive sentiment throughout.
- Led media outreach across Hispanic outlets, securing placements in People en Español, FIERCE, Remezcla, Diario Las Américas, Imagen Miami, Haute Beauty and BELLA Media.
- Sourced and vetted influencer talent, ensuring cross-cultural representation across General and Hispanic Market audiences.
- Developed content briefs and managed social reporting to track creator performance against campaign KPIs.
Jackson Health Foundation: “One Day for Jackson” Fundraiser
Full 360 campaign, driving community awareness and donor participation across Miami-Dade
6.5MM+ combined reach across eight influencers. 100% key message pull-through and 100% positive sentiment across all creator content.
Jackson Health Foundation launched the “One Day for Jackson” fundraiser across Miami-Dade County, deploying a fully integrated multi-channel strategy spanning TV and radio, digital advertising, social media, PR and influencer outreach.
Eight influencers with a combined reach of 6.5MM+ were engaged across year-long and campaign-specific partnerships, including a strategic mailer disseminated to nearly 100 creators.
The mailer achieved a 40% coverage rate, surpassing the 25% industry benchmark, while maintaining 100% key message pull-through and 100% positive sentiment across all influencer and creator content.
- Managed influencer sourcing, outreach and contracting across year-long partners and campaign-specific creators, ensuring alignment with foundation messaging and donation goals.
- Oversaw mailer strategy targeting nearly 100 creators, coordinating distribution and tracking coverage performance against industry benchmarks.
- Supported earned media coordination and leadership interview logistics across broadcast outlets including Univision, Telemundo and CBS.
Neutrogena: “Derm Moments”
Editor touch-point series, building 1:1 Hispanic media relationships through expert-led skincare experiences in Miami
26 pieces of organic social content from five Hispanic market editors. 1.3MM UVM broadcast placement on Voz de La Mañana. 100% organic sentiment.
I led an intimate series of 1:1 office visits at the Miami practice of board-certified dermatologist Dr. Bertha Baum, bringing five Hispanic market editors from outlets including Univision, Remezcla, Haute Living, Revista Imagen and Bella Latina Magazine behind the science of the new 0.1% Adapalene Gel.
Editors were hosted for personalized dermatology consultations, an exclusive interview with Dr. Baum and a personalized experience for their skin type, leaving with a back-to-school Kipling backpack filled with Adapalene Gel and Stubborn Acne patches.
The program was later extended for a Summer Solstice edition, hosting editors from HIP Latina, Mitú, Remezcla, Bella Latina Magazine, Hispana Global and Despierta América. It secured editorial and broadcast placements in Haute Living, Voz de La Mañana and Revista Imagen, all with 100% organic sentiment.
- Conceived the editor touch-point experience, designing the format, flow and branded elements from welcome moment through gifting.
- Negotiated directly with subject matter experts and third-party contributors, establishing scope of work and fees.
- Managed editor outreach and attendance coordination across both Hispanic market activations in Miami.
Neutrogena: “SKIN-U Initiation Night”
Influencer & experiential campaign, expanding brand reach within Hispanic DMA college audiences in Austin, TX
398K+ video views from 13 creators, 30% above attendance goals. 67% delivered as added value beyond bartered agreements.
To expand Neutrogena's best-in-class messaging within a Hispanic DMA college-town demographic, the brand co-hosted an exclusive SKIN-U Club Initiation Night in Austin, TX with Neutrogena Network Member Kim Vega.
Guests participated in a SKIN-U Science masterclass led by a scientist and brand member, showcasing product efficacy through live science demonstrations. A yoga and sound bowl meditation session led by instructor Cynthia Aguillon helped attendees unwind ahead of the back-to-school season, alongside branded gifting — apparel, a Polaroid printer and skincare products — and a custom SKIN-U photo mirror.
The event welcomed 13 creators, 30% above attendance goals, with 100% positive sentiment.
- Sourced and selected both paid and unpaid creators, identifying talent already embedded in the Austin Hispanic DMA to maximize authenticity and reach.
- Served as primary liaison between client, hotel and third-party vendors — managing venue sourcing, meal selection, gifting, collateral and branded elements from concept through execution.
- Led full-day programming, including the SKIN-U Science masterclass, wellness session and creator experience from start to finish.
Just a Few Successes
Neutrogena Is Giving Away Free Products in This City
What's Next for Tiger Woods After Fourth Car Crash, Second DUI Arrest and Treatment? Lawyers Explain
Miami's Jewish and Catholic leaders meet to mark landmark interfaith pact 60 years ago
El glow empieza con protección — Neutrogena busca combatir el melanoma entre los hispanos
Editorial Coverage
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Portfolio Links
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