I’m the strategist you bring in when it’s time to shift perception, grow an audience, and tell a story that actually sticks.

For the past few years, I’ve led social strategy at WeightWatchers during one of the most publicly scrutinized chapters in the company’s history, while also owning and executing the CEO’s social presence.

I’ve shaped both brand and executive storytelling through a major business pivot from traditional weight loss to medicalized care, translating complex and polarizing health narratives into culturally relevant, engaging content.

My work spans strategy, content, and performance. I’m as comfortable in analytics and reporting as I am concepting, editing, and being on camera—leading end to end from calendar management to hands-on content creation.

I’ve built and scaled content across health and clinical care, lifestyle, and automotive, often navigating nuanced or divided audiences, like Points members and GLP-1 users, without compromising the message.

Whether translating executive vision into scalable content (Sima Sistani), transforming organic social strategy to reach new audiences (Subaru), or leading multi-channel launches for a legacy brand during a major transformation (WeightWatchers), I evolve narratives and content that drive growth and engagement.