From Broadcast Media to Direct Response Leader

 After thriving for years in top markets with ABC and NBC affiliates, I made a bold pivot into advertising—a move that’s propelled my career in meaningful ways. Today, my expertise in Paid Social and Direct Response is grounded in journalistic principles, production know-how, and a deep understanding of how to translate data into creative that performs.

I’ve led creative both in-house and within fast-paced agency environments, giving me a unique perspective on how to build high-performing campaigns from all angles. Whether partnering with celebrity and influencer teams, mentoring creative strategists, or briefing UGC creators, I ensure every project is aligned with business objectives—and driven by performance data.

For me, data isn’t just a post-mortem—it’s the starting point. I specialize in identifying what’s working (and why) by analyzing performance indicators like spend, ROAS, conversions, CPA, and engagement metrics, as well as ongoing optimization data such as hook rate, thumbstop ratio, and frequency. These insights don’t just inform the content I produce—they shape the strategic direction I set for my team. As a leader, I use performance data to guide and mentor creative strategists, ensuring every concept we develop is backed by data, aligned with business objectives, and optimized to perform across the funnel. With a background in producing, scriptwriting, editing, and on-camera performance, I bring a holistic understanding of content creation that consistently delivers standout results.