AWAY WITH WORDS

I believe in the transportive power of writing. In fact, I’ve built my whole career around it. You can explore some of that work here.

Vidanta Resorts

For 10 years, I gave a voice to Latin America’s premier luxury resorts and headed messaging strategy for all marketing, advertising, and PR efforts. This included digital marketing, email campaigns, print and television campaigns, direct mail initiatives, multiple websites, an app, a guest portal, and social media.

Collage of travel and vacation resort promotional brochures, featuring images of pools, beaches, groups of people relaxing, and text about vacation experiences.

Occupancy Emails

Travel brochure titled 'The Vidanta Traveler' featuring a pool with wooden pergolas and lounge chairs, palm trees, and a medal with a swastika symbol, indicating it may be from Nazi Germany.

The Vidanta Traveler Print: Read Here

Text on a beige background that reads 'The Most Extraordinary Resorts in the World' with a shadowed lattice pattern on the upper right side and a section of turquoise water at the bottom.

Mark Wahlberg for Vidanta Resorts

50th Anniversary Video

Only in Mexico. Only at Vidanta.

SF Giants x Vidanta Resorts Video

Digital tablet leaning against a wall displaying a golf news website with a headline about the 2025 PGA Tour Mexico Open.

Laptop displaying a webpage for Vidanta, showing a couple walking on a terrace with mountain views.

The Vidanta Traveler Online: Read Here

Vidanta.com: Explore Site Here

A collage of four Instagram posts showcasing vacation scenes in Mexico.

Vidanta Social Media

Celebratory black background with gold and white dotted fireworks pattern, and a black rectangle with gold and white text promoting a Black Friday celebration.

Celebrating 50 years of Vidanta with Fireworks. Text reads: Cue the fireworks, the party starts now, reserve your free signature celebration today.

50th Anniversary Direct Mail & Digital Campaign

A laptop displaying an anniversary celebration webpage for Vidanta, featuring an aerial view of a resort pool area with lounge chairs, umbrellas, and palm trees, and text celebrating 50 years.

50th Anniversary Website

A dark teal background with gold confetti at the top. In the center, there is a black gift box wrapped with a gold ribbon and bow.

The Comeback Video

Cirque du Soleil JOYÀ

When tasked with promoting one of Cirque du Soleil’s most popular—and singular—shows, I worked closely with my Art Director to conceive, pitch, and execute a cross-channel campaign that showcases that every element of this experience is a thoughtful and integral part of the show.

Large advertisement for Cirque du Soleil Joya show at Vidanta Riviera Maya, featuring colorful performers and a table with props, set in an indoor mall area.

Cancún Airport Billboards

Laptop screen showing a website for Cirque du Soleil Joya, featuring a purple stage with performers and animals, event details, ticket options, and location in Riviera Maya, Mexico.

JOYÀ Website

Advertisement for Cirque du Soleil Joya show featuring performers in colorful costumes and masks, with a blue curtain background, a table with decorative items, and text indicating the show's details.

Cancún Airport Billboards

A vibrant, colorful billboard advertising Cirque du Soleil's show JOYÀ, set in a lush green jungle with tropical plants and flowers in the foreground. The billboard features performers in costumes, with a pink and purple theme, enjoying a feast with cakes and desserts.

On-Resort Ad Campaign

Billboard advertising Cirque du Soleil's JOYA show with performers in colorful costumes, one with a rabbit mask and another with a mask and a woman mid-air in a trapeze.

Highway Billboard in Riviera Maya

Four promotional banners for Cirque du Soleil show Joya, titles include 'A Feast for the Senses,' each with a different performer in colorful costume and background, with a 'Book Now' button at the bottom.

Digital Banners

GNC

Outdoor advertisements on a building wall feature health and nutrition messages, with images of a man running and a woman harvesting vegetables. A person walks past the posters.

After years of being known as the go-to destination for weightlifters, GNC was eager to embrace a wider wellness market. I helped create and execute the “We Make It Simple” campaign, which positioned the supplement store as a welcoming place filled with knowledgeable staff ready to help people take on their unique fitness goals, whatever they might be.

Campaign Window Clings

Red background with bold white text saying, "Just ask. We make it simple."

A muscular man is hanging from a metal structure, dressed in an orange tank top and black shorts, with a clear blue sky in the background. The image promotes fitness performance and GNC.

GNC promotional posters with messages about health, fitness, and nutrition, featuring people engaging in outdoor and workout activities, and a red GNC product advertisement.

Campaign End Cap

Campaign Creative

People practicing yoga in a studio, seated cross-legged with eyes closed, with large windows and a sculpture in the background.

Campaign Window Clings

A woman in a pink sports bra and purple workout pants performing a plank with a hand on a medicine ball in a gymnasium. The background features large windows and overhead lighting.

Campaign End Cap

ModCloth

Halloween-themed advertisement for Spellbinding Style, featuring people in costumes with a unicorn mask, a pumpkin balloon, and Halloween decorations.

As the Fashion Writing Manager at ModCloth, I helped shape one of the most recognizable voices in e-commerce. From leading the launch of hundreds of product description pages each month to spearheading user-generated content campaigns, I played a key role in establishing ModCloth as a standout brand in the fashion space.