My Brand-Building Work
See how I blend storytelling and strategy to achieve measurable and meaningful results for brands that make the world a better place.
Content Drives Demand
I designed and executed a trailblazing content marketing strategy for GlobalGiving, the world's first and largest nonprofit fundraising platform. My strategy skyrocketed the demand to join GlobalGiving by 183%. Tens of thousands of change leaders subscribed to get content and create it. User-generated content tripled, all in the span of two years. See why my strategy worked.
Films Grow Brand Engagement
"Community Forward" is a three-part film series that explores the power of community solutions. I served as project lead, hiring a creative firm, conceptualizing the series, and assembling the cast. The films debuted at a virtual event to celebrate GlobalGiving's 20th anniversary. I exceeded goals for revenue, growth, and engagement—and the films earned an audience of more than 13,000. Watch the film series.
Signatures Propel Landmark Law
A landmark law against child marriage in the United States was passed in 2016. Building support for the law was a key component of my role at Tahirih Justice Center. The communications team I led inspired more than 128,000 signatures on a petition to end child marriage, earned dozens of media citations, and published reports that unveiled the hidden truth about the child marriage. ​Learn more about this urgent issue.
Grantees Go Viral
At the height of the COVID-19 pandemic, I envisioned GlobalGiving's Microgrants Initiative, which reached more than 500 frontline non-profits in 98 countries. Spanx Founder Sara Blakely turned to GlobalGiving to replicate the model, delivering 1,000 life-changing microgrants to at-risk, women-owned businesses. To amplify the impact, I created a customizable media kit for grantees, which earned 50+ media citations and a Good Morning America segment. See the kit.
Messaging Revives ROAS
I couldn't settle when I saw these numbers for the first time: GlobalGiving's efforts to sell its charitable gift cards were floundering with a 2:1 Return on Ad Spend (ROAS). I pivoted our approach, introducing new gift card designs and ad copy that focused on giver-and-receiver passions. ​ROAS jumped to 34:1. Check out the new designs and videos I commissioned to explain the value of the product.