Brand Production
Strategist

In 2019, I joined Meta to help build a new approach to production. As part of Creative X, Meta's in-house creative organization, I established a Production Center of Excellence that partnered with marketing teams and their agencies to improve creative quality, production consistency, operational efficiency, and social impact across the company's global marketing ecosystem.

Working with agencies including Droga5, BBDO, R/GA, Anomaly, Johannes Leonardo, GUT, Ogilvy, and Wieden+Kennedy, I helped develop production standards supporting campaigns for Meta, Facebook, Instagram, and WhatsApp worldwide. During this period, our team generated more than $12 million in documented cost savings and avoidance, while work I supported earned more than 40 major industry awards, including Cannes Lions, D&AD, The One Show, Webby Awards, Clios, AICP, and Ciclope.

As DEI practice lead for Consumer Marketing, I developed programs and measurement frameworks focused on representation, economic opportunity, and sustainability, helping integrate these priorities into agency relationships and production practices. I also co-founded Meta's Marketing Supplier Diversity Council, which contributed to company-wide supplier diversity spending that exceeded $1 billion in 2021 and $2.5 billion in 2022.

The role required close collaboration across Marketing, Strategic Sourcing, Finance, Diversity & Inclusion, Sustainability, Creative Experiences, Reality Labs, and Global Business Marketing. It remains one of the most challenging and rewarding experiences of my career, offering the opportunity to influence not only the work itself, but the systems, partnerships, and practices behind it.

I later applied many of the same principles at Airbnb and Google. At Airbnb, I designed and implemented the company's global social impact program within creative production, establishing standards that embedded representation, sustainability, and economic opportunity into campaign development. More recently, Airbnb re-engaged me to help evaluate and optimize its hybrid in-house/external agency model. At Google, I oversaw agency production across five Pixel launches, leading seven agency partners and helping create scalable production processes that improved collaboration, consistency, and creative effectiveness.

Together, these experiences have shaped a niche practice focused on helping large organizations strengthen the connection between creativity, production, and social impact. Whether building production centers of excellence, redesigning agency ecosystems, developing supplier diversity programs, or creating more effective ways of working, my focus is helping teams make better creative work.