Work Experience
Go Go Vintage Travel – Owner & Creator, 2025-Present
Developed and launched an AI-powered, vintage-inspired travel brand rooted in nostalgic storytelling and personalized user experience.
Wrote and edited brand copy, including naming, voice guidelines, blog content, and editorial-style packing and destination guides.
Led creative strategy across digital platforms, integrating generative AI to power travel suggestions, dynamic content and editorial planning tools.
Hyatt Hotels Corporation – Senior Copywriter, Global Content, 2022 – Present
Write and edit copy across the portfolio of brands, including branded messaging, voice guidelines, seasonal campaigns and promotional offers.
Lead creative ideation for promotional content, including paid social, landing pages, emails and property descriptions.
Partner with internal stakeholders and creative teams to ensure a consistent voice across multiple global hotel brands.
Freelance Creative – Dallas, Texas, 2018 to 2023
Clients: Frito-Lay, Kellogg's, Clorox, Constellation Wines, 7-Eleven
Led creative strategy, concept development, and execution for a diverse portfolio of clients.
Developed and presented integrated campaigns, from digital and social media concepts to experiential and retail strategies, driving brand awareness and consumer engagement.
Managed new business pitches, brainstorming sessions, and strategy development for potential clients, winning key accounts through innovative and relevant concepts.
Oversaw project execution, ensuring alignment between creative vision, client goals and market trends.
Owner & Lead Creative, Proof of Concept Agency - Dallas, TX, 2018 to Present
Founded and lead a full-service branding and marketing, specializing in identity development and multi-concept growth for retail, restaurants and bars.
Created marketing strategies, developed brand identities, and facilitated real estate site selections for new locations, balancing client needs, budget and desired outcomes.
Directed client presentations and creative sessions, helping businesses define their vision and execute on-brand marketing efforts.
Concept Director, Shopper Marketing, Propac Marketing - Dallas, TX, 2017 to 2018
Clients: Frito-Lay, New Business
Directed the creative development of integrated marketing programs for Frito-Lay and other key clients, including retail, digital, and social media components.
Led brainstorming sessions and creative workshops, developing compelling narratives that were effectively communicated through various consumer touchpoints.
Managed internal rebranding initiatives and new business development, ensuring brand consistency and alignment with client objectives.
Developed and presented 360-degree campaigns, from strategic ideation to client approval, while keeping a keen focus on ROI and market trends.
Creative/Concept Director, The Marketing Arm - Dallas, TX, 2014 to 2017
Clients: Bacardi USA, Frito-Lay
Created and executed experiential and retail programs for Bacardi USA, Frito-Lay and other clients, enhancing customer engagement through innovative, brand-centric campaigns.
Directed an internal creative team, mentoring junior creatives and driving cross-functional collaboration across digital, experiential and retail strategies.
Developed customized programs for national and regional accounts, including large-scale retailers and on-premise venues like Bonefish Grill, Caesars and Marriott.
Creative/Concept Director, Various - New York, NY, 2013 to 2014
Clients: William Grant & Sons, Clorox, Safeway, Thomas', Starwood Hotels & Resorts
Developed 360-degree marketing concepts, including digital, social and in-store elements.
Managed creative teams, timelines and project flow, ensuring campaigns were executed on time and within budget.
Mentored junior creatives and contributed to the agency’s collaborative culture, sharing industry insights and fostering creative development.
Concept Director, Integrated Marketing - New York, NY, 2012-2013
Clients: Bacardi, Brown Foreman, Unilever (Dove, Simple, Ben & Jerry’s, Magnum Ice Cream)
Led the creative strategy for integrated marketing campaigns, ensuring alignment with brand objectives and consumer needs.
Developed 360-degree concepts across various media channels, including digital, retail, social and experiential, driving consumer engagement and brand loyalty.
Worked alongside cross-agency teams to deliver cohesive and impactful campaigns for large-scale brands.
Senior Copywriter/Conceptor , TPN - New York, NY, 2008 to 2012
Clients: The Hershey Company, Thomas’, PepsiCo
Led the development of 360-degree integrated campaigns across digital, social, POS, OOH, PR and broadcast, ensuring alignment with client goals and brand strategy.
Directed new business pitches and ideation sessions, creating innovative concepts that drove consumer engagement and brand growth.
Presented creative concepts to clients, articulating strategy and insights.
Acted as the liaison between account services and creative teams, ensuring seamless communication and timely project delivery.
Managed internal social media strategy, training clients and internal teams to leverage social media for brand impact.
Developed partnership concepts to extend brand reach and visibility.
Created loyalty programs and segmentation strategies to drive repeat purchases and strengthen customer relationships.
Conceptor/Copywriter, Integer Group - Dallas, TX, 2006 to 2007
Clients: AT&T, Dave & Buster’s, 7-Eleven, Thomas’ English Muffins/Entenmann’s/Arnold Bread
Led the design and development of restaurant and retail collateral, including signage, menus, and promotional materials, ensuring brand consistency and customer engagement.
Created integrated sales kits, in-store signage and merchandising to enhance brand visibility and drive sales.
Developed franchisee marketing programs and promotional kits to maintain brand consistency across locations.
Education
Advertising Copywriting, Creative Circus — Atlanta, GA, 2002 – 2004
BS in Broadcast Journalism/Psychology, Abilene Christian University — Abilene, TX, 1997 – 2001