other stories i’ve helped tell
REFINERY29 x The Bachelorette | CHARITY LAWSON S20
Led strategy for Refinery29’s Unbothered partnership with Bachelorette Charity Lawson through the “Get to Know” editorial series on TikTok. Crafted a culturally resonant content approach that blended reality TV anticipation with Unbothered’s voice, resulting in engaging short-form storytelling that introduced Lawson to audiences through an authentic, personality-driven lens.
I started by digging into what the audience needed most: awareness and destigmatization. Hepatitis C is often misunderstood, so education had to be at the center. Because of strict pharma compliance rules, we couldn’t place the brand in a standard content environment. Instead, I worked with editorial and production teams to develop a custom mini-doc format that felt human and trustworthy while staying within regulatory guardrails.
The piece told real stories around hepatitis C and the potential of treatment, running in a controlled environment with Gilead owning the full space. I collaborated closely with the client, sales, and design to ensure the storytelling struck the right balance of humanity and compliance, while also positioning the format as a safe but impactful solution.
The result was content that aligned with editorial standards, gave the brand the security it needed, and reached audiences with an informative, engaging story — proving that branded content can thrive even in highly regulated categories.
VICE news X EPCLUSA
(GILEAD’S HEPATITIS C TREATMENT)
REFINERY29 X
cuddl duds
Multi-article Cuddl Duds partnership with Refinery29, producing three custom editorial features and ‘So, How Is It Really?’–style article. Each piece integrated shoppable ad units and seamless links to Cuddl Duds retail partners, including Target and QVC, to drive engagement and conversions.
REFINERY29 x AMGEN ASTHMA
Led strategy and execution for a custom feature in Refinery29’s popular 29 Dates series titled Dating With Severe Asthma: How I Learned to Put Myself First. We sourced authentic voices with lived experience of dating while managing severe asthma, guided the narrative concept, and shaped the story for emotional resonance and relatability.
The feature was supported by targeted social media extensions including shareable quotes and visuals to drive traffic to the essay and amplify reader engagement.
SILICON VALLEY BANK X
’THE ROOM’ PODCAST
I oversaw the media partnership between Silicon Valley Bank and the The Room Podcast, which included an episode on Startup Banking 101 featuring an interview with SVB’s Managing Director at the time, Vera Shokina and SVB’s role as sponsor.
SILICON VALLEY BANK X
techcrunch
I coordinated the partnership with the TechCrunch Brand Studio for the sponsored article “Fueling Growth: How SVB Helps Startups Reach Their Financial Milestones.” I worked with SVB’s content marketing team to define the story direction and editorial approach, ensuring we highlighted SVB’s deep startup expertise, while integrating brand positioning seamlessly. The final package included an on‑brand narrative, imagery, sponsor attribution, and calls to action, positioning SVB as a trusted, startup-first financial partner within a high‑impact, editorial-style sponsorship.
Of all the custom partnerships SVB ran that quarter, TechCrunch boasted the lowest bounce rate and the longest time on site.