International Tailoring Company Building
Proving Multifamily Electrification Was Possible in NYC
Strategic focus: Decarbonization storytelling • Industry thought leadership • Proof-point positioning
Challenge
When New York City passed Local Law 97, most building owners viewed compliance as a future problem rather than an immediate operational shift. The International Tailoring Company Building (ITCoB), a Union Square co-op, became one of the first multifamily properties to pursue hybrid electrification to avoid upcoming emissions penalties.
Technically, the project was groundbreaking. Strategically, it had a visibility problem. The retrofit involved HVAC electrification, grant financing, and grid-capacity questions that were difficult for non-engineers to understand. Building owners were not yet thinking about decarbonization, and industry conversations were dominated by skepticism around cost and feasibility.
Strategy
I positioned the building as evidence that large residential properties could decarbonize while remaining fully operational.
Rather than leading with technical specifications, the messaging emphasized regulatory readiness, long-term financial value, and real-world feasibility. The goal was to turn the retrofit into a flagship case study that could educate building owners, support industry conversations, and strengthen Ecosystem's authority in the decarbonization space.
Execution
I developed the narrative architecture and messaging used across proposal materials, executive presentations, case studies, and industry communications.
The project was amplified through coordinated storytelling across media coverage, public-sector partnerships, and industry events. Thought leadership from engineers, sales leaders, and the co-op board president helped translate the project’s technical achievements into accessible insights for building owners and policymakers.
Retrofit milestones, rooftop heat pump infrastructure, and ribbon-cutting events became anchor assets for media outreach, conference presentations, and social amplification.
Impact
The ITCoB retrofit became one of the most visible residential electrification projects in New York City.
Coverage across industry publications, public-sector platforms, and energy organizations positioned the project as an early example of Local Law 97 compliance in action. More than a retrofit story, it became a market signal: decarbonization in urban buildings wasn't theoretical. It was already happening.
Om du Massif Chalet
Rebuilding Brand Voice and Website Experience for a Luxury Charlevoix Retreat
Strategic focus: Brand voice development • UX/content audit • Luxury hospitality positioning
Challenge
Om du Massif is a luxury chalet rental located in Petite-Rivière-Saint-François, Quebec, overlooking the St. Lawrence River. The property delivered a premium guest experience, but its website did not communicate the same level of quality.
The site lacked a clear brand voice, used inconsistent terminology, and contained copy that read awkwardly due to direct French-to-English translation. UX issues added friction: pop-ups behaved unpredictably, navigation relied heavily on hyperlinks, and several pages loaded slowly. Low-resolution stock images were used in place of photography of the property itself, creating a disconnect between the website experience and the luxury stay guests would actually receive.
Strategy
I approached the project as a brand and website alignment exercise.
The strategy focused on three priorities: establishing a consistent brand voice, improving clarity for English-speaking audiences, and streamlining the user experience to support booking decisions. Messaging was reframed around a calm, wellness-oriented tone that emphasized nature, tranquility, and architectural design. Terminology was standardized across the site, with chalet adopted as the primary descriptor.
Execution
I conducted a full-page website audit and rewrote the majority of the site’s English-language copy.
The audit addressed language clarity, UX improvements, visual hierarchy, and SEO foundations. Recommendations included simplifying navigation, reducing unnecessary hyperlinks, standardizing typography and terminology, and replacing stock images. Following the audit, the owner commissioned new photography and began a phased redesign of the website.
Impact
The audit established a clear roadmap for improving the website’s credibility and user experience.
Guest feedback quickly reflected the improvements, with the owner reporting significantly stronger visitor responses after key usability issues were identified and addressed. The project also initiated a broader website redesign, supported by new photography and a more cohesive brand voice.
Nuzest x Lilsipper
Activating an Influencer Partnership Through a Community-Driven Product Campaign
Strategic focus: Influencer campaign strategy • Community activation • Authority building
Challenge
Nuzest partnered with Bethany Cameron (aka @lilsipper) to launch Clean Lean Protein Digestive Support, a plant-based formula designed for people with sensitive digestive systems. Bethany had built a highly engaged audience through her personal journey with chronic digestive conditions, growing her platform to 1.5M Instagram followers, 535K TikTok followers, and 169K YouTube subscribers.
The challenge was making the collaboration feel credible rather than promotional. The campaign needed to drive product adoption while reinforcing Bethany’s role as a trusted voice in the digestive wellness community.
Strategy
I structured the campaign around education, routine, and community participation.
Instead of positioning Bethany as a spokesperson, the messaging framed her as a practitioner sharing tools that supported her daily digestive health routine. The product was integrated into her broader wellness narrative through recipes, practical use cases, and a participatory challenge designed to encourage audience involvement
Execution
As lead content strategist and ghostwriter for the partnership, I developed messaging across email campaigns, newsletters, product pages, and social media content for both Bethany and Nuzest.
To create a unifying campaign moment, I launched The 7-Day Smoothie Challenge, featuring recipes from Bethany’s cookbook, a curated shopping list, and exclusive discounts on Digestive Support Protein.
Participants were encouraged to share their smoothies and experiences online, generating user-generated content that extended the campaign’s reach organically across Instagram and YouTube.
Impact
The campaign generated strong engagement across both audiences and drove measurable sales through affiliate links and discount codes.
The success of the Smoothie Challenge led to it becoming a recurring bi-monthly campaign, sustaining participation and repeat purchases. It also strengthened Bethany’s visibility as a credible voice in digestive wellness while reinforcing trust between her community and the Nuzest brand.
Nuzest x Plant Based News
Elevating Sustainability Values Through a Credible Media Partnership
Strategic focus: Media relations • Thought leadership positioning • Brand credibility building
Challenge
While working at Nuzest, I identified a gap between the brand’s internal values and its public-facing storytelling. The company had strong sustainability and ethical sourcing practices, but these efforts were barely visible in external communications.
At the same time, conversations around plant-based living and ethical consumption were rapidly expanding across digital media. Without a stronger narrative presence in those spaces, Nuzest risked being overshadowed by louder competitors despite having credible sustainability practices.
Strategy
I identified Plant Based News (PBN) as a strategic media partner that could help elevate Nuzest’s credibility within the global plant-based community. With 70M monthly impressions, 1.3M Instagram followers, and 636K YouTube subscribers, PBN had both the reach and editorial authority to help position the brand within sustainability conversations.
Rather than promoting products directly, the strategy centered on storytelling through leadership and values. I positioned Nuzest USA’s CEO, Jonny Edwards, as a spokesperson by highlighting his personal vegan journey and his commitment to expanding awareness around plant-based nutrition.
This approach allowed the brand to participate in a broader cultural conversation rather than appearing as a traditional sponsor.
Execution
I initiated the partnership through independent research and outreach, building the relationship with PBN’s founders over several months before securing a direct call.
The collaboration expanded into a multi-channel media presence including website features, podcast interviews, social media coverage, and a dedicated Nuzest landing page supported by referral traffic through affiliate links and discount codes.
The partnership was further strengthened through the existing relationship between PBN’s founders and chef and influencer Gaz Oakley, who had previously collaborated with Nuzest’s European division.
Impact
The partnership significantly increased Nuzest's visibility within the plant-based community while driving measurable growth in conversions and newsletter subscriptions.
The relationship proved so effective that Plant Based News continues to feature Nuzest organically years later, including mentions in editorial roundups such as “Best Vegan Protein Powders.”
More importantly, the partnership helped reposition Nuzest as a credible voice within sustainability and plant-based nutrition conversations.
The Flexible Neurotic
Building a Brand Platform for a Midlife Reinvention Podcast
Strategic focus: Brand platform development • Audience positioning • Social storytelling
Challenge
When I joined The Flexible Neurotic, the podcast had already launched but lacked a cohesive brand strategy. Host Dr. Sarah Milken had a clear vision for the show’s spirit and described it as a “midlife remix.” However, that concept had not yet been translated into a structured brand identity or audience strategy.
The existing visual direction and messaging were inconsistent, and the podcast’s digital presence lacked the systems needed to grow a community around the show. Without a clear brand voice and content framework, it was difficult to position the podcast as a recognizable space for women navigating midlife transitions.
Strategy
Through a series of in-depth strategy sessions with Sarah, I helped translate her vision into a defined brand platform centered on reinvention, empowerment, and honest conversations.
The core positioning reframed midlife not as decline, but as a stage of reinvention. The podcast would become a place where women could hear candid conversations with thought leaders, doctors, and other women navigating similar experiences.
A key part of the strategy was embracing Sarah’s natural personality. Her voice is bold, direct, and unapologetically candid. Leaning into that tone created a distinctive brand voice that felt authentic and approachable for listeners.
Execution
I developed foundational brand elements, including messaging, tone-of-voice guidance, and content frameworks for the podcast’s digital presence.
This included rewriting website copy, ghostwriting the weekly newsletter, and developing social media templates that balanced Sarah’s preference for quote-driven content with more visual storytelling. I also collaborated with external designers to refine the podcast’s visual identity and created thumbnail templates for episode promotion.
Across social channels, I managed daily storytelling through posts and Instagram stories to maintain audience engagement between episodes.
Impact
The project helped transform The Flexible Neurotic from an early-stage podcast into a recognizable brand platform centered on midlife reinvention.
A consistent voice, visual system, and editorial rhythm supported the growth of an engaged audience of midlife women. Listeners regularly interacted with the podcast, social content, and weekly newsletter, often reaching out directly to share their own stories and experiences.
By translating Sarah’s vision into a cohesive brand ecosystem, the podcast gained the structure needed to support continued growth and community engagement.