San Francisco Bay Area
Adventurous, artistic DIY-er developing marketing strategies by day and crafting handmade projects and planning exploratory road trips by night. 20+ year history of building and transforming iconic world-class brands across Fintech, SaaS, and Consumer Tech (PayPal, Adobe, Atlassian, Airbnb). Expert at translating complex business ambitions into clear, emotionally resonant global brand strategies that drive cultural relevance and market differentiation. With a startup mindset, I bring a wealth of experience from thriving tech companies.
As a Principal Campaign Strategist at Atlassian, I help shape how our brand shows up in the world, creating connected, memorable experiences that make Atlassian synonymous with AI-powered teamwork. I work across marketing, product, creative, and executive stakeholders to ensure our story is clear, cohesive, and consistently delivered at the moments that matter most, from global campaigns and flagship events to partnerships and product experiences. My focus is on building long-term brand trust and preference by ensuring: • Our story is cohesive across every customer touchpoint • Our brand shows up consistently across our growing portfolio • Individual experiences compound into lasting brand impact In FY26, my work centered on building strategic capability, influencing organizational direction, and creating scalable operating mechanisms for the Brand organization. I founded and launched Atlassian's Creative Intelligence function, transforming customer and market insights into a strategic capability that now informs creative decisions, campaign development, and FY27 planning. I strengthened brand governance through scalable campaign frameworks and operating processes that enable greater consistency, efficiency, and alignment across teams. I also led cross-functional initiatives spanning Team '26, portfolio-wide brand strategy, bringing analytical rigor, fiscal stewardship, and evidence-based decision-making to high-impact business priorities. My sweet spot is bringing strategic clarity to complex work: connecting dots across teams, synthesizing diverse perspectives, framing trade-offs, and helping organizations align around the decisions that create lasting brand and business impact.
Drive Atlassian's brand/creative strategy, leverage deep human insights, craft compelling narratives, and develop global customer-centric frameworks and playbooks. Lead global brand strategies that merge brand and product, on initiatives such as brand architecture, product launches, and global campaigns. Establish and implement brand foundations and guidelines for primary products and major campaigns to enhance market visibility, consistency, and cohesion. Manage key research projects to generate actionable insights, foster brand intelligence and translate insights into effective brand strategies, including naming, messaging, and campaigns, to enhance market position. Guide brand acquisitions, focusing on brand equity, facilitating smooth customer transitions, and aligning entities towards common goals. Provide strategic oversight in branding, architecture, naming, and visual strategies to capitalize on collective strengths.
Evolved the Meta brand through brand strategy, brand architecture, competitive landscape analysis and the delivery of clear and actionable guidance across VR games & experiences and Oculus Studios. Focused on solving complex problems and drove cross-org alignment on some of Meta’s most timely and high-priority brand initiatives.
Led brand management, architecture, naming, M&A brand integration, and sports partnerships teams, ensuring the consistent and clear application of PayPal's brand. Built and led PayPal’s first Brand Strategy and Architecture function (six-person team), through transformation and multiple reorganizations, reimagining the brand for the next era of growth and embedding governance across the global organization. Architected the future-state brand hierarchy, consolidating 100+ product identities into a single cohesive system, successfully shifting market perception from a “checkout button” to a comprehensive omnichannel payments platform. Authored five foundational brand strategy and governance playbooks and launched an internal brand education hub, establishing structure, research rigor, and cross-company education. Partnered across Product, Marketing, Legal, and Sales leadership to guide M&A integrations, naming systems, and portfolio alignment. Led the sports partnership team, overseeing strategy and activation for the San Jose Earthquakes sponsorship to strengthen brand visibility and community engagement. With a reach of 400 million customers across over 200 markets worldwide, PayPal includes Venmo, PayPal Braintree, PayPal Honey, PayPal Zettle, and Happy Returns within its family.
Administered annual budget to develop brand content and strategy for mission-driven campaigns. -Directed mission driven brand marketing, campaigns, and experiential programs for Airbnb’s most visible cultural moments, managing a $40M+ annual budget -Spearheaded strategy for the award-winning “Night At” marketing franchise, allowing guests to spend the night in iconic spaces around the globe, generating an average of 30M+ impressions and hundreds of key media placements, per campaign, across 165 countries per campaign. ex: Night At Shark Tank, Night At Fenway Park -Shaped Airbnb’s global narrative for hospitality experiences as the Official Partner of the International Olympic Committee, leading the dedicated experiential activation strategy. -Led the “Travel Forward” campaign to spotlight the U.S. travel ban, directing a 20-person cross-functional team and multi-channel outreach that generated 3M+ impressions and raised six figures for the International Refugee Assistance Project. -Supervised 4 staff members and led numerous global agencies. -Leveraged marketing and data analytics to inform creative strategy and campaign execution.
Managed North America marketing team; piloted programs focused on acquiring new hosts that were then scaled globally. Used data to deliver a market prioritization exercise, examining both host supply and guest demand dynamics. Managed an $20M budget to develop brand moments that build equity in Airbnb, differentiate our brand from competitors, build reputation and create increased host and guest growth. Operated a global program framework with heavy cross functional relationships between product, PR, legal, policy, art department and agencies to launch campaigns around the Travel Ban, World Refugee Day and Gay Mens Chorus. -Travel ban resulted in 3M earned impressions and raised $150k for International Refugee Assistance Program -Gay Men's Chorus Deep South premiered at the Tribeca Film Festival
Developed, templatized and scaled Airbnb’s globally award-winning “Night At” franchise of culturally-relevant overnight guest experiences. Many campaigns generated more than 32M earned social impressions, 1,000+ press hits and submissions from 165 countries. Results: Original executions: Night At Shark Tank, Night At Van Gogh’s Bedroom Partner-led executions based on template: Chicago Art Institute, Sonos and Taco Bell. Created extension of the Night At franchise, for partner marketing initiatives, using Airbnb as a marketing platform, gathering highly valuable learnings for partners like Chicago Art Institute, Sonos and Taco Bell. https://bit.ly/airbnbnightat