The Ad Council | Lead, PR & Social Media | 2025
“Love, Your Mind”
The Ad Council launched a new, multi-year initiative uniting top athletes, major sports leagues, leading brands, mental health experts, and philanthropists with a shared goal: inspire sports fans to be more open and proactive about their mental health. Designed as a cultural movement, not a moment.
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Launch a national mental health campaign featuring 17 celebrity spokespeople, ensuring every touchpoint reinforces the same core message while remaining authentic to each personal brand’s voice.
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Shaped the integrated marketing plan, led a PR agency RFP and selection process, directed agency execution on media outreach, defined clear messaging for all spokespeople, ran executive and talent media trainings, and oversaw social media strategy and rollout.
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Debuted on Good Morning America
89 earned media placements with successful message alignment
Nearly 1M social views and 21K engagements in the first month
100% positive social sentiment
Sample Coverage
The Ad Council | Lead, PR & Social Media | 2024
Love Has No Labels
To launch a new phase of the Emmy-Award winning Love Has No Labels campaign, activate via PR and social media tactics to build national awareness through powerful storytelling rooted in shared humanity. All while directing audiences to campaign resources and elevating issue experts as trusted messengers.
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Launch a national campaign highlighting the inequities faced by LGBTQ+ communities, and promote understanding and empathy in a fast-moving media landscape.
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Led a PR agency RFP and selection process and aligned executives, agency partners, and community spokespeople around a single narrative. Organized a debut placement on a national broadcast morning show, and managed the PR agency through earned media outreach to national and local outlets across 23 states, all while keeping a close eye on social listening.
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Debuted on Good Morning America
26 earned media placements
9.55% organic engagement rate
Mat release pickup in all 50 states
Sample Coverage
Go Vocal (fka CitizenLab) | Lead, Communications | 2023
Go Vocal Impact Report
Go Vocal (formerly known as CitizenLab) needed a new methodology for its impact reporting. As a global SaaS company, the brand needed to show the scale of its work. As a B Corp, it wanted to ensure it was measuring impact across the local government clients it worked with, and the residents those clients served.
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Build a system and creative strategy for impact reporting. Then write the impact report, stay close on creative direction, and craft a multi-market dissemination strategy.
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Unearthed the need and audience(s) for an impact report, built an architecture that thinks outside the bounds of a traditional report, worked across teams (co-founders, regional sales leads, product, and brand) to pull necessary data, and translated topline data into a story people actually want to read.
Then wrote the full English-language report, partnered with a fabulous Brand Designer to visually bring it to life, and directed local content leads on transcreation into 4 additional languages — all before crafting a multi-market system to disseminate the report to clients, prospects, and the industry.
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The infrastructure I built for the first report still informs the process years later, and the annual report has become a lead generator, pipeline nurturing asset, and thought leadership centerpiece.
View all reports: https://www.govocal.com/our-impact