Work Experience

 Hyatt Hotels Corporation – Senior Copywriter, Global Content, 2023–October 2025

  • Wrote and edited copy across the Hyatt portfolio of brands, including branded messaging, voice guidelines, seasonal campaigns and promotional offers.

  • Led creative ideation for promotional content, including paid social, landing pages, emails and property descriptions.

  • Partnered with internal stakeholders and creative teams to ensure a consistent voice across multiple global hotel brands.

  • Designed and implemented AI-powered workflows for internal use that transformed raw inputs into trend reports, podcasts, videos and mind maps.

  • Concepted and executed trade show experiences and travel advisor programs (Hyatt Privé and Confidant Collective) that blended digital storytelling with on-the-ground engagement.

  • Created integrated social and digital campaigns that connected brand strategy to measurable performance across platforms.

  • Supported World of Hyatt loyalty and partnership programs, developing campaigns and messaging that strengthened member engagement and brand affinity.

  

Freelance Creative – Dallas, Texas, 2018-2023                                                            

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 led a full-service branding and marketing firm, 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, 2017-2018                                                        

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, 2014-2017

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, 2013-2014

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, 2008-2012

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