Work
7+ years. Global brands. Measurable results.
CBS Sports (Paramount Global)
Owned the voice of CBS Sports Golazo from day one — every caption, hook, and campaign message. Built the brand's social identity from zero, producing short-form content across TikTok, Instagram, Twitter/X, and YouTube Shorts while delivering expert football analysis on-air. Engagement grew 32,400%.
Impact
32,400% engagement increase
Nike
Wrote social-first copy for Nike's Women's World Cup 2023 campaign, amplifying engagement around the Australian women's national team across global channels.
Global campaign amplification for the Australian women's national team
Lionel Messi's Más+
Led copy and strategy for Lionel Messi's Más+ brand. Found cultural angles, developed messaging for World Cup 2026 activations, and used audience data and cultural insight to sharpen brand storytelling across platforms.
World Cup 2026 messaging framework developed
Samsung
Brought in to support Samsung's launch of Unrivaled, delivering audience insights, strategic analysis, and social-first activation concepts. Pitched creative storytelling frameworks showing how Samsung's technology could enhance the fan experience.
Strategic launch framework for a new women's basketball league
UnitedMasters
Scripted the case study video for The Sound of Victory — a collaboration between UnitedMasters, Mastercard, and McLaren F1, where championship telemetry data was turned into a full musical album with Mexican artists Le Twins. Also wrote cultural editorials and interview questions for artist Instagram takeovers.
Case study video scripted for flagship collaboration campaign
EA Sports
Wrote brand voice, social copy, and campaign messaging for EA Sports across global markets — connecting gaming culture to sport and lifestyle audiences.
Brand voice and campaign copy across global markets
SPS (Co-founder)
Built SPS into a leading football culture brand at the intersection of sport, music, and fashion — growing to 70,000+ engaged followers through authentic voice, digital campaigns, and audience growth strategies rooted in cultural fluency.
70,000+ engaged followers
Adidas · Premier League · Foot Locker · Visa
Led cultural research and trend analysis for a portfolio of global brands including Adidas, Under Armour, Premier League, Visa, and Foot Locker. Built brand and content strategies from audience behavior, social trends, and competitive analysis.
Campaign briefs shaped for Adidas, Under Armour, Visa, Foot Locker & Premier League
Tottenham Hotspur / Premier League
Managed on-ground fan activation in Kansas City for Premier League club Tottenham, working alongside club legends and former England internationals Ledley King and Jermain Defoe to create an immersive experience for American football fans. Directed social content across fan meet-and-greets, stadium tours, and live events, bridging the gap between the Premier League’s global brand and its growing North American fanbase. Football is global, and America has adopted it. This was proof.
Live fan engagement connecting a global club to a North American audience
Self-Published / Co-authored
Co-wrote and published "Are We Allowed to Just Dream?" — a book featured in Hypebeast that advances cultural conversations at the intersection of sport, identity, and aspiration.
Published book featured in Hypebeast