Marfa, Texas, United States
In this social media rodeo, plenty of folks are selling snake oil and calling it “strategy.” Bless their hearts. Me? I help outdoor lifestyle and clean-label food & beverage brands build communities that actually last. Real organic growth. None of that algorithm voodoo or six-month-wonder hacks that vanish faster than a bad idea at happy hour. Just the steady work of showing up, telling true stories, and giving people a reason to gather ’round like it’s a proper West Texas campfire. I don’t consult from afar. On retainer, I embed with your team - shaping the voice, creating the content, building athe loyal, engagend fanbase; and shipping it week after week. The work lives inside the brand, not in some dusty PowerPoint. Twenty-five-plus years doing this, from back when social was still a bar fight at conferences. Built communities for scrappy challengers like Topo Chico before Coca-Cola bought them, all the way to global names after. Picked up some hardware along the way (Ad Age, Emmys, Shorty, Telly, Webby). Nice shelf decorations, but real loyalty? That comes from showing up, listening, and doing the damn work. Today I focus on sustainable organic brands and systems: human-sounding voices, content worth stopping for, and cadences that won’t burn out your people. I bring in generative AI to speed up scripting and visuals, but never as a crutch. Craft starts with strategy, light, taste, and judgment. Tools change. Good sense doesn’t. I work with brands that make things you hike with, cook with, drink with, or throw in the cooler for a real adventure. If your brand lives out here in the honest world, we’ll get along just fine. I don’t do paid ads or email campaigns - plenty of good folks handle that. My lane is durable growth through storytelling that holds up over time. If you’re tired of the hype and ready for organic social done right, slide into my DMs. Coffee’s fine. Tacos are better.
I’ve spent more than twenty years helping brands stop shouting into the void and start getting people to actually care. I’ve worked across outdoor lifestyle, food and beverage, entertainment, and recreation, but the goal has always been the same: build communities that feel like campfire circles, not billboards. These days, a lot of that work is powered by generative AI, used intentionally. I run AI-first content campaigns that combine real strategy with photorealistic visuals, scalable video, and writing that still sounds human. No gimmicks. No shortcuts. Just work that holds up. I don’t chase clicks or trends. I build systems that last. One piece of content that keeps working is worth more than ten that disappear. That’s why I help teams fold AI into their daily workflow in practical ways, scripting video, creating visual variations, extending campaigns, and answering real audience questions, all without losing voice or intent. The attention battle has shifted from keywords to answers. If your content isn’t showing up where people ask questions, in search, in AI results, in real conversations, you’re already behind. AI helps with speed, but only if someone knows which questions matter and what honest answers sound like. Along the way, I’ve shaped the digital voice of fast-growing brands, built video campaigns from scratch, and partnered with outdoor and adventure companies to grow communities built on trust, not gimmicks. I’m not a guru. I’m a hands-on strategist who knows how to use the right tools, including AI, to create content people actually want to engage with. Blunt. Practical. Built for brands that value clarity over hype.
I developed and led Topo Chico’s digital identity from the ground up, starting before Coca-Cola’s acquisition in 2017. Built the foundation for its online presence—developing digital strategy, launching the first website, and running social media channels that established the brand’s voice and community. Highlights: - Scaled Topo Chico’s social strategy from a regional presence to a global footprint while maintaining authenticity. - Pioneered the use of generative AI for ideation, voice modeling, image creation, and content automation—well before it became industry standard. - Built and managed influencer programs and brand partnerships that turned collaborations into long-term campaigns. - Partnered with creative, PR, e-commerce, and field marketing teams to execute integrated strategies across digital and offline touchpoints. - Focused on community building, engagement, and storytelling that made fans feel part of something bigger than a beverage brand.
In this role, I work with a collaborative team and our creative design manager to understand what the business needs and translate that into a clear visual plan. From brand styles to video production, I focus on creating content for internal communication, training, and endomarketing. I also make sure all video projects stay on schedule and meet deadlines. When it comes to production, I handle everything from start to finish: storyboarding, directing, shooting, lighting, and editing. I scout locations, plan shoots, and make the creative and technical calls needed to deliver high-quality videos that align with our brand and message. The goal is always the same: keep the visuals sharp, consistent, and impactful.
Before Coca-Cola’s acquisition, I built Topo Chico’s digital presence from the ground up. Designed and launched the brand’s first website, established its social media channels, and crafted content that captured what made the brand unique. Key Contributions: - Developed and managed the full social media strategy across Instagram, Facebook, Twitter, and YouTube. - Grew an engaged online community and built lasting influencer relationships that strengthened brand loyalty. - Created and executed digital programs that drove measurable growth in web traffic, media exposure, and consumer engagement. - Established best practices and scalable content standards to ensure brand consistency across platforms. - Partnered with PR, shopper marketing, e-commerce, and creative teams to deliver integrated campaigns that supported product launches and amplified visibility. My focus was simple: grow Topo Chico’s community organically while keeping every campaign authentic, engaging, and true to the brand’s identity.
In Texas, where music and storytelling run deep, I built my career behind the lens, capturing the soul of travel, adventure, and song. Working on the Emmy-nominated, 17-time Telly Award-winning series Troubadour, TX was a career-defining experience. For five seasons, I followed the lives of musicians across Texas, from legends like Willie Nelson and Kris Kristofferson to rising stars like Cody Johnson, uncovering the heart behind every lyric and performance. Alongside Troubadour, TX, I contributed to productions like Fish Fishburne, Good Morning Texas, and KT Diaries, sharpening my eye for visuals that resonate and honing my ability to tell stories that connect. After Season One of Troubadour, TX, I expanded my role into digital strategy, serving as the show’s social media strategist. I built an online presence that matched the show’s authentic, storytelling-driven brand, pairing strong visuals with honest narratives that fostered a community of music lovers and adventure seekers. This chapter of my career was about more than filming or posting content. It was about creating meaningful connections, whether through a camera lens or a social feed, and bringing Texas stories to life, one frame, one post at a time.