I began my PR career in 2005 at Shout Public Relations, the West Coast agency behind some of the biggest names in sportswear. We launched and re-launched brands like Op, BB Dakota, L*Space, and Chip & Pepper. I pitched editors from a flip phone and printed out MapQuest directions to visit clients. In 2006, I went to Coachella to hand out Op pieces to bands at a magazine house party — back when brand presence at festivals was just beginning to evolve into what we now call a marketing “activation,” and long before that term became a buzzword.

In 2008, I transitioned in-house to P.J. Salvage as Director of PR & Marketing and moved to Los Angeles during the peak of Y2K fashion to expand my network and navigate one of the most competitive fashion markets. I began consulting independently soon after, leading communications for brands like Billabong, Ben Sherman, Citizens of Humanity, Karuna Skin, Sagely Naturals, and Kill City—securing placements in Vogue, GQ, Rolling Stone, The Today Show, and more.

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.

In 2012, I went in-house at G-Star, where I spent four years dressing celebrities, securing earned media, and elevating brand sentiment and awareness through integrated campaigns. From there, I returned to consultancy, pivoting into the luxury watch space and partnering with Greubel Forsey, De Bethune, and Rostovsky Watches, as well as hospitality event Taste of the Eastside. I continue to shape brand stories and drive visibility through earned media, compelling creative, thought leadership, and strategic positioning.