IRL

Heads of State Hat Co. was moving from an online-only presence to opening its first brick-and-mortar store in Brooklyn. To drive foot traffic in-store and build awareness overall, I led a strategy to host influential fashion media for 1:1 hat fittings with the founder and engaged local media to spotlight the neighborhood’s only made-to-order hat company.

While leading the PR and communications strategy for Air New Zealand on the agency side, we drove viral news cycles for its beloved safety videos, reinforced the airline’s leadership for in-cabin excellence, and launched multiple U.S. routes.