Denver, Colorado, United States
I build social strategies that make B2B brands feel human. Over the last decade, I’ve led organic social, storytelling, and content strategy across tech, healthcare, nonprofits, cultural institutions, and global brands — helping companies turn complex ideas into conversations people actually want to engage with. Today, I shape organic social strategy work at Atlassian, where I help build campaigns, editorial narratives, executive storytelling, and product moments across channels that reach millions of people. My work spans everything from AI product launches and building cross-organizational creator programs to customer storytelling, event amplification, and data-driven content strategy. I’m especially passionate about finding the intersection between audience insight, brand voice, and creative experimentation — the sweet spot where content stops feeling like marketing and starts building community. Before Atlassian, I led social strategy for VMware Tanzu, managed international marketing campaigns in Germany, supported public health and crisis communications during COVID-19, and consulted for brands including Microsoft, Uber for Business, Calendly, Nutanix, and more. I’ve also spent time working in museums, for festivals, nonprofit fundraising, publishing, and community education — experiences that continue to shape how I think about storytelling, accessibility, and audience connection. At the core of everything I do: ✨ Strategic thinking grounded in analytics ✨ Creative storytelling rooted in empathy ✨ Building systems and processes that help teams work smarter ✨ Making B2B marketing less robotic and more memorable ✨ Shaping and nurturing the creator-led landscape of organic social Let’s connect if you care about thoughtful marketing, digital storytelling, building the creator economy, social strategy, AI-enabled creative operations, or building brands people genuinely want to follow.
Supporting B2B brands in their journey to build their brand story through original and innovative digital marketing and social media strategies.
Developed social media campaigns and strategies for new client pitches, and built interactive social selling workshops for existing technology clients.
Managed B2B social media channels for the VMware Tanzu product line | Managed high profile executive social channels and engagement | Managed annual budget of $800K for organic social strategy, including paid organic campaigns, influencer marketing, executive social support, internal influencer programs & training, & daily operations | Managed a team of 10 employees & contractors | Built & managed annual & quarterly social media strategy, including strategic campaigns & key moments aligned with product line objectives and key results | Developed a virtual panel series for app developers to engage & educate key customers & stakeholders | Built & executed YouTube strategy for channels with a combined 200K subscribers | Created strategic paid campaigns based on successful sales and demand generation plays to maximize ROI across marketing and communications | Coordinated content and targeting strategy for major VMware events, including track- and persona-based messaging, conversion tracking, social-first activations such as behind-the- scenes video & contests, & industry influencer activation.