The Work

Coordinated across Netflix, Scout Productions, LEGO, and talent teams to align the set's creative direction with the series' iconic loft and the Fab Five's areas of expertise.

Supported launch marketing and social extensions that introduced the build to fans as an authentic extension of the Queer Eye world.

Built original content franchises tailored to TikTok's format and the Fab Five's on-screen chemistry, rather than repurposing long-form clips.

Planned and executed a sequenced four-week content calendar that drove 9M+ impressions and 700K+ likes on the relaunched channel.

Sold-out shows across New York, Los Angeles, Chicago, Washington D.C., and Philadelphia — including the Beacon Theatre, Dolby Theatre, and Chicago Theatre.

Managed sponsor integrations, talent partnerships, and on-site execution with 360-degree social and digital extensions across all five markets.

Identified and recruited creators aligned with the show's conscious fashion positioning, then shaped the community's value proposition from the ground up.

Grew an authentic platform of fashion disruptors that extended the series beyond broadcast into an owned creator ecosystem.

Identified Tan France as the right voice to help reframe the conversation around obesity—connecting the campaign's cultural goals to a talent partner whose platform and authenticity could carry the message with credibility.

Developed and scripted branded content that paired Tan with another influencer, shaping narratives designed to shift public perception and treat obesity as a chronic condition worthy of empathy, understanding, and medical treatment.

Negotiated with talent agencies and managed content approvals across owned social platforms, ensuring partner creative felt native to Queer Eye and authentic to each featured entrepreneur.

Produced platform-ready branded content—including creator profile-style storytelling—that connected QuickBooks' small business mission to real founders like Abbey Kowalec of Angel Baked NYC.

Coordinated across Netflix, Scout Productions, Funko, and talent teams to ensure each figure reflected the cast members' signature styles and on-screen personalities.

Supported launch communications and fan-facing extensions that positioned the collectibles as a natural extension of the Queer Eye brand universe.

Negotiated deal terms and defined activation scope for travel and hospitality partners tied to the series' underwater and performance themes.

Stewarded Virgin Voyages and Atlantis Bahamas relationships from concept through delivery, ensuring partner activations felt native to the show's world.

Designed interactive brand installations, sponsored dinners, educational seminars, and 1:1 expert meeting programs for a portfolio of Fortune 500 and lifestyle brand partners.

Extended on-site activations into digital and hybrid channels — developing content capture strategies and social amplification plans that expanded reach well beyond the live event footprint.

Competitively selected and implemented a digital asset management tool to streamline catalog production across Christy's full product line.

Managed end-to-end catalog development—from asset organization and page layout through final publication—delivering a comprehensive sales and marketing resource for the brand.

Woodfield Mall became home to the country's first JOCKEY bra boutique—a concept built around the brand's patented Volumetric Fit System, which measures breast volume and under-bust for a near-custom fit across 55 sizes and five core styles that will never be discontinued.

Steered interior design, fixture planning, and the white-glove in-store experience, from scheduling fittings with specialists to evaluating test-store results ahead of rollout. The boutique reflects eight years of Jockey R&D—including 3-D scanning of more than 800 women—with modern design and technology that matches the product's precision.

Juicy Rewards was a first for Tropicana in scale and ease of use—consumers entered codes from Pure Premium or Trop50 cartons at Tropicana.com to unlock immediate savings worth up to $15 and $30 per purchase, redeemable across thousands of family-friendly pursuits.

Secured partners including Norwegian Cruise Line, adidas, TaylorMade, Yosemite National Park lodging, and local offers from Chicago theatre to San Francisco aquariums—giving the program breadth that matched Tropicana's ambition to help families get more from what they already buy.

Win Jack's Stuff paired instant-win peel-offs on drink cups with a collect-and-win game board—giving guests a 1-in-4 chance at food prizes, Game Boy Advance SP systems, MP3 players, and digital cameras, plus bigger rewards for completing matching sets.

Built out three prize tiers with partners including Ford, Kawasaki, Orbitz, and American Express—from Jack's Rides (Thunderbird lease, motorcycles, a ride in Jack's private jet) and Jack's Toys (Jet Ski, entertainment system, $5,000 cash) to Jack's Trips (Hawaiian, golf, and Las Vegas vacation packages).

Guided the program from concept through retail launch—including coordination of the custom bat mold for Reese's Peanut Butter Bats—alongside Batman-themed Reese's Pieces, Kit Kat bars imprinted with the Bat-Signal, in-store merchandising, and a multi-million-dollar advertising campaign.

Specially marked packages carried instant-win game pieces for The Dark Knight-themed prizes, including Joker Henchman masks, home theater systems, and a grand prize of a customized Batman-themed MV Agusta F4 motorcycle valued at $35,000.