Marketing · PR · Operations
I work in marketing, public relations, and operations, primarily within the music industry. Everything starts from the same principle: build a good system first, and the results follow, even in marketing. Below is what that system has produced, in numbers and in press.
Three campaigns, three different audiences. Each required the same thing: notice what's actually working, then move fast enough to capitalize on it.
Case study 01 · Higher education
The world's preeminent college for the study of music.
The challenge
Reach a high-intent applicant audience during a pivotal admissions window, and translate a legacy institution's prestige into short-form content that performs natively on Instagram and TikTok.
What I did
I ran a full content engine across three pillars: student-facing storytelling, an applications-deadline campaign, and trend-driven moments, scripting and producing platform-native video built to be watched, shared, and acted on.
Results
Case study 02 · Recording artist
A four-part teaser series engineered to make a music-video release feel inevitable.
The challenge
Build genuine anticipation for an independent artist's music video without it reading like an ad. The release had to feel like something the internet stumbled onto, not something it was sold.
What I did
Opened with a single skit built to feel like a real, unscripted moment, blurring the line between content and reality. The instant it gained traction, I released parts two, three, and four the very next day to complete the storyline while the momentum was still live, then dropped the full music video as the reveal that tied the entire narrative back to the song.
Results
Case study 03 · Jazz artist
Turning world-class musicianship into a consistent, compounding audience.
The challenge
Grow a working jazz artist's audience and fill a recurring residency, converting world-class musicianship into consistent reach and engagement across Instagram and Facebook, with no paid budget behind it.
What I did
I built a content rhythm around three formats: artist and brand promotion, release campaigns, and evergreen performance clips, each engineered to spike a specific metric within days, then compound into the next. I wrote, directed, filmed, and edited every piece myself, and compiled weekly KPI reports so the strategy adjusted as the data came in, not after the fact.
Results
The same four-step rhythm behind every case study above, built to work for consumer audiences and business stakeholders alike.
Before creating anything, I research the target audience and the competitive landscape. Understanding the gaps competitors aren't filling is how I find where a brand's voice has room to speak directly to its audience. I study what's working across the industry, not to copy it, but to understand why it resonates and adapt those principles to fit the brand.
Every brand has its own story, and I take the time to learn it. A brand has a personality just like a person does, and audiences respond when they're spoken to like people rather than customers. Learning that story surfaces the narrative themes that make a brand stand out.
From there, I build the strategy. Content pillars work together across every platform and format, and every post is intentional, built to tell a consistent brand story that speaks to the right audience, whether that audience is consumers or other businesses.
I execute, publish, and track, watching what's actually resonating and refining the strategy on a rolling basis, rather than waiting for a quarterly review to change course.
Full detail, dates, and metrics are on the resume. Here's the shape of it.
Tools
Outlets that have covered clients and campaigns I've led media outreach for.
A sample of releases I've written and pitched, verified on Muck Rack.
Announcement for the DC-based artist's indie-pop single about moving past heartbreak.
Read the release →Album announcement uniting global musicians on a genre-fusion project.
Read the release →Album release framed around unlearning and creative evolution.
Read the release →Single announcement for an atmospheric R&B track about reclaiming a personal narrative.
Read the release →