Corporate Communications
I led corporate social communications by collaborating with the internal PR team and overseeing an external PR and social agency. My role focused on showcasing key company initiatives, conferences, and earnings calls while managing crisis communication strategies to protect and enhance the company's reputation.
Working closely with teams across the organization, I ensured messaging aligned with the company's values, team priorities, and business objectives, creating consistent, strategic storytelling that strengthened brand trust and promoted positive conversations within the industry and beyond.
These efforts drove a 53.2% increase in engagement on Twitter and LinkedIn, spotlighting industry leadership and transparency through high-quality content and quick turnarounds for press releases, conferences, and time-sensitive updates.
Chris Long & Curaleaf
In December 2022, former NFL Defensive End Chris Long (St. Louis Rams, New England Patriots, and Philadelphia Eagles) and cannabis advocate partnered with Curaleaf for a meet-and-greet event at Curaleaf’s Bordentown, NJ location. The event was strategically timed ahead of Super Bowl LVII, with the location being just forty minutes from the stadium and the closest recreational cannabis dispensary at the time.
I was responsible for cross-promoting the event on corporate social channels, collaborating with brand, retail, and PR teams to develop engaging content, refine messaging, and maximize brand visibility. Additionally, I worked closely with Chris Long’s team to ensure external communications were timely and aligned with the Eagles’ game schedule, highlighting the location’s proximity, its recreational license status (as Pennsylvania remained medical-only), and the event details to drive engagement and attendance.
Lalo Cota & Curaleaf
To celebrate Phoenix's rich culture and the Sonoran desert landscape, Curaleaf partnered with local artist and longtime Phoenix resident Lalo Cota to create a vibrant mural that brought the Phoenix location to life. Lalo's bright, desert, and Hispanic-themed artistry and Curaleaf's brand ethos created an eye-catching celebration of the Phoenix community.
The mural, featuring vibrant Arizonian colors and a bold "Be Happy" tagline, turned the location into a standout landmark. This collaboration exemplifies the belief that "You're never too big to have authentic roots," reflecting Curaleaf’s commitment to cultivating community connections.
As part of this project, I worked on social media messaging and strategy to ensure the activation resonated with local and national audiences on corporate social channels, positioning the mural as a symbol of Curaleaf's dedication to celebrating local culture and connection.