I started in PR at Shout Public Relations in 2005, the West Coast agency for sportswear brands. We launched and re-launched brands like Op, BB Dakota, L*Space, and Chip & Pepper, to name a few. I called editors from my flip phone and visited clients with directions from MapQuest. I went to Coachella in 2006 to give bands Op gifting suites; they were starting to become a marketing activation — 'activation' wasn’t a marketing buzzword yet.

After three professionally formative years at Shout, I transitioned in-house to P.J. Salvage as the Director of PR & Marketing. While there, I moved to LA to expand my professional network and experience the peak of Y2K fashion. Working in fashion in LA in the early 2000s was extremely sought-after and cutthroat; like tech today, fashion then was the most coveted industry to work in. PR was the communications catch-all, and publicists had to become quick experts in social media, celebrity dressing, influencer partnerships, event production, copywriting, casting, digital media, and everything in between. Clients looked for you to know it all.

In 2008, I ventured into consultancy, achieving significant media coverage for brands like Kill City and Karuna Skin on tight budgets. I advised various startup PR agencies, spearheading communications for brands including Ben Sherman, Billabong, and Citizens of Humanity, leading to memorable Vogue and Rolling Stone features and countless celebrity placements.

From 2012 to 2016, I led US Communications for G-Star, where I collaborated on global campaigns with Pharrell, highlighting fashion sustainability in major media outlets. Post-G-Star, I've continued to focus on communications within the fine jewelry and luxury watches sector where I continue to be driven by the art of storytelling and the pursuit of excellence in sharing those stories.