Portfolio
Large-scale storytelling initiatives that elevate brand reputation and communicate complex organizational impact. I lead enterprise content programs that translate clinical outcomes, research and strategy into compelling narratives for national audiences. This includes flagship initiatives such as Raising the Bar, an annual report distributed to more than 40,000 physicians nationwide that transforms clinical data into accessible, reputation-building storytelling. Click the photo for this year's digital and print download edition.
Enterprise Projects
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Quality Content & Exceptional Results
Storytelling Under My Leadership
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Vodcasts
Vodcast production that blends journalism, storytelling and brand strategy to create engaging long-form conversations. I work with experts, executives and clinicians to translate complex ideas into accessible dialogue that builds trust with audiences while strengthening brand authority across two enterprise vodcasts. Click the photo to watch.
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Photography
Editorial-style photography that captures authentic human moments behind the story. My work focuses on emotion, context and narrative. I create direct content that helps organizations showcase the people, experiences and environments that define their brand. All photography on this site is representative of that work.
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Narrative
Narrative storytelling that turns complex information into compelling, human-centered stories. From healthcare breakthroughs to community impact, I'm an editor (and often writer) of pieces that connect data with emotion to build credibility, reputation and audience engagement. Read more by clicking the photo.
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Video
Strategic video storytelling spanning short-form social content, long-form documentary storytelling and regional broadcast campaigns. My work ranges from nimble digital videos designed for social engagement to cinematic brand films and regional commercials, all built to translate complex ideas into compelling visual narratives that drive audience connection and brand reputation.
Social-first storytelling is built to meet audiences where they already spend time. I develop platform-native content strategies that blend timely cultural insight, editorial storytelling and performance analytics to drive meaningful engagement. My work spans both institutional channels and creator platforms, including viral content such as a single post that generated more than 10 million organic views for a healthcare brand.
Social Media
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Strategic sales enablement materials designed to clearly communicate product value and accelerate buyer understanding. I develop concise, visually structured product sheets that translate technical capabilities into compelling, benefits-driven messaging for sales and partner teams. This includes product collateral such as the attached sales sheet for a Salesforce AppExchange application, created to support product launches and drive adoption in enterprise sales environments.
Sales Sheets
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CASE STUDIES
From idea to impact.
Case studies showing the strategy, execution and results behind the work.
Florida Panthers Score Big with Real-Time Data
Umbel and Acxiom partnered to drive customer intelligence and ROI. I led this strategic partnership on behalf of Acxiom to create comprehensive 360-degree customer profiles by integrating enterprise data with rich demographic insights. This integration enabled Umbel to unlock rapid returns through targeted, data-driven marketing.
Key Results:
The Florida Panthers achieved a 5x increase in ticket sales and a 7.5x ROI. Additionally, Umbel generated nearly 1 million new customer profiles during a holiday campaign for targeted advertising, driving significant new bookings and revenue growth.
Solar Eclipse, 2024
In April 2024, a health system was located directly within the path of totality for the solar eclipse, creating a rare opportunity to provide timely public health guidance to families. The strategic marketing team developed a multi-platform education campaign focused on protecting children’s vision during the event. Anchored by an expert-led blog on eclipse eye safety, the campaign expanded across social media, YouTube Shorts and supporting digital content to deliver clear, research-based guidance from pediatric ophthalmology specialists. By addressing a highly searched, time-sensitive topic, the campaign positioned the system as a trusted authority in pediatric eye care, increased engagement with families statewide, and drove strong organic traffic to the organization’s educational resources.