I help trusted brands grow forward—honoring their heritage while staying culturally relevant and commercially strong. With nearly two decades of experience, I specialize in turning complex challenges into clear, scalable programs rooted in strategy, creativity, and cultural insight.
As the leader of Social Media & Product Partnerships at L.L.Bean, I architect integrated platforms across social, creators, experiential, and partnerships—bringing the right story to the right audience at the right time. My strength lies in building systems, not just moments, and guiding teams and brands through meaningful evolution.
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![L.L.Bean Boat and Tote stitchers]()
L.L.Bean Boat and Tote Resurgence
In 2022, the “ironic” monogram trend made the Boat and Tote a viral hit. We converted cultural buzz into growth, making it L.L.Bean’s top driver of new buyers.
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![Chef Ford Fry working in the Chick-fil-A, Inc. Test Kitchen]()
Reinventing Menu Classics
As consumer expectations evolved, Chick-fil-A faced the challenge of modernizing a beloved menu without losing loyalty. Leading the Clean Menu Strategy, we aligned leadership, supply chain, and experts to preserve core favorites while introducing health-forward options that elevated the brand’s position in modern fast food.
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![Noah Kahan standing in front of a cabin for L.L.Bean.]()
L.L.Bean x Noah Kahan
In a first-of-its-kind partnership, we launched L.L.Bean’s inaugural collaboration with Grammy-nominated artist Noah Kahan. Managing label negotiations and creative execution, the capsule sold out in under 48 hours and generated more than 2 million social impressions—introducing a new era of brand storytelling.
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![Snowshoers with text overlay - an introductory page to the L.L.Bean Supplement]()
L.L.Bean Supplement
Inspired by the 1924 Spring Supplement—precursor to the Spring Catalog launched in 1928—The Supplement bridges the brand’s rich catalog legacy with modern storytelling. Produced biannually for spring and fall, it serves as a narrative platform for reporters and influencers, honoring L.L.Bean’s heritage while capturing the modern spirit of the outdoors.
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![Staff entering the L.L.Bean Japan Edition experience]()
Culture-Led Pop-Up Strategy
Advanced experiential strategy by creating pop-ups that resonate culturally and attract younger buyers. We introduced new markets to the L.L.Bean brand, leveraging our most iconic products with a modern take.
Other Standout Moments
Anticipating the resale boom before the industry caught on, L.L.Bean’s Preloved Collection showcased the brand’s deep understanding that classics only get better with time. Overseeing all go-to-market aspects—from creative asset development to social media selling strategies and media relations—we transformed nostalgia into commerce, proving the enduring appeal of well-made gear.
Heritage meets exclusivity in L.L.Bean’s limited-edition Deadstock Anorak capsule. Featuring three archival-inspired pieces, the collection was strategically seeded to cultural icons—most notably John Mayer. His organic endorsement ignited immediate demand, leading to a rapid sellout and reaffirming the brand’s timeless appeal.
An award-winning initiative designed to further L.L.Bean’s purpose, Going Off the Grid redefined corporate engagement by stepping away from social media for Mental Health Awareness Month—encouraging real-world connections and reinforcing the brand’s commitment to well-being.The campaign garnered more than 500 million media impressions in its first year.
To celebrate the 80th anniversary of the L.L.Bean Boat and Tote, I launched a partnership with vintage curator Wooden Sleepers, releasing a curated drop of 24 one-of-a-kind vintage bags sold exclusively online and marketed solely through organic social. The partnership has since expanded to activate additional heritage icons, including the 100th anniversary of the Field Coat, fall staples like Bean Boots and flannels, and a limited-edition novelty sweater drop at the L.L.Bean NYC Residency—positioning archival product as modern, culturally relevant collectibles.