marketing
With over two decades at Leo Burnett, I built a career leading strategic marketing and communications initiatives for some of the world’s most iconic brands. As SVP, Group Account Director, I drove award-winning campaigns and business growth through insight-driven creative and integrated storytelling. From revitalizing legacy brands to launching impactful global campaigns, my work has spanned industries and audiences with measurable success. Explore my portfolio to see how I deliver strategy-led campaigns that connect, resonate, and drive results.
GENERAL MOTORS TECHNICIAN RECRUITMENT
"BRING US YOUR TALENT"
More Than a Fix: Reframing the Technician Crisis
This wasn’t a client ask—it was a systemic issue hiding in plain sight.
As dealership networks across the country grappled with a growing shortage of skilled technicians, I saw more than a staffing problem—I saw a brand perception problem. One rooted in outdated narratives and a lack of awareness about what today’s automotive careers actually offer.
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We approached it strategically: digging into audience mindsets, identifying perception gaps, and uncovering the cultural forces at play. Then we built a campaign to close that gap—grounded in truth, elevated by story. We shifted the narrative from grease and grime to tech and trajectory. From “just a job” to a future-forward career path.
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The results spoke volumes. ASEP enrollments hit a 10-year record high, and we brought home a 2024 Bronze Effie. But the real win? We reshaped the conversation—and helped dealerships start attracting the talent they’ve long been missing.
MOBILESERVICE+
BRAND LAUNCH
Service, Reimagined: Building the MobileService+ Brand
Getting a vehicle serviced has always come with friction—time, logistics, and a general sense of inconvenience. MobileService+ set out to change that, offering customers the ability to have their vehicles serviced wherever they are: at home, at work, or anywhere in between.
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But for this solution to scale, it needed more than just functionality. It needed a brand.
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From the ground up, MobileService+ was built to work across every GM division and dealership—flexible enough to adapt, consistent enough to be trusted. The name, identity, and van design were all crafted to signal modernity, mobility, and ease. A clear visual system ensured the service felt unified, no matter the badge on the vehicle.
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The launch was twofold. First, a robust B2B rollout gave dealers the tools, training, and confidence to activate MobileService+ in their own markets. Then, a customer-facing campaign introduced the offering with a full suite of assets designed to communicate simplicity, reliability, and on-demand convenience.
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The result? A new standard for what automotive service can look like—built to meet customers where they are, and built to move.
ACDELCO & GM GENUINE PARTS
"CERTAINTY STARTS HERE"
Certainty, Unified: Launching a Global Platform for GM Parts
When ACDelco and GM Genuine Parts set out to showcase the strength of their combined offerings, the goal wasn’t just awareness—it was alignment. Two powerhouse brands, over 100,000 SKUs, and one simple truth to anchor it all: Certainty matters.
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Certainty Starts Here was built as a global-ready platform, designed to bring both brands under one cohesive voice—flexible enough to work across regions, yet strong enough to hold together as a unified campaign. It wasn’t just about product. It was about the promise behind the parts: engineering, testing, and trust at every level.
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To bring that promise to life, we developed the Circle of Certainty—a cinematic video series that follows Alex through an immersive journey into what sets GM parts apart. From the details of ferritic nitrocarburizing coating to the critical role of OE engineering in safety and repair, each episode was built to inform, inspire, and adapt. With modular storytelling and universal visuals, global markets could pick and deploy what worked best for their audiences—without losing the core message.
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Alongside the series, a full suite of campaign assets was developed for worldwide use—giving every market the tools to activate the brand in their own voice, while staying rooted in a shared foundation of confidence.
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Two brands. One promise. Built for every road, everywhere.
Cadillac Certified Service
"ON PURPOSE"
Crafted Stories. Real Creators. Intentional Ownership.
Cadillac drivers move with purpose—and the On Purpose campaign set out to reflect that, not just in message, but in execution.
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Instead of casting actors, we collaborated with real creators—an artist and a stylist—whose work, presence, and personal style embody what it means to live intentionally. We showcased each talent doing what they do best, capturing them in their creative environments to highlight the intention behind their choices—including choosing Cadillac.
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Each :30 spot connected the dots between purpose-driven living and purpose-built service. Cadillac Certified Service was positioned as an extension of ownership pride—designed to uphold the same standards that drew drivers to the brand in the first place.
Beyond broadcast, we strategically extended the campaign through the creators’ own channels—amplifying reach and tapping into engaged followings that added authenticity and depth to the message.
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The result was a cohesive brand moment—rooted in real lives, real craft, and real reasons to believe in Cadillac Certified Service.
ACDELCO SOCIAL
"ART OF THE PART"
Elevating the Everyday
OE parts aren’t exactly known for stopping thumbs. But with just $100 and a fresh perspective, we set out to change that.
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Art of the Part was a social-first campaign created to reimagine how ACDelco parts showed up in the feed. The strategy? Take what could be seen as purely functional—water pumps, brake rotors, transmissions—and reframe them as works of art. We used scale play, miniatures, and hand-drawn backdrops to create unexpected, scroll-stopping visuals that brought humor and humanity into the world of auto parts.
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Every execution told a story: a road trip across a transmission valve body, swimmers cooling off in a water pump, or spark plugs lifting off into orbit. The goal wasn’t just to get noticed—it was to create emotional connection in a space that usually speaks in specs.
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Despite the micro-budget, the campaign drove above-benchmark engagement and earned recognition for rethinking what B2B social can look like. Proof that with the right idea, even the smallest parts can make a big impact.
gm powered solutions & gm marine
"THUNDER AT THE HEART"
Power Within: Bringing GM Innovation to Life
GM Powered Solutions and GM Marine aren’t just about engines—they’re about potential. From open road to open water and everywhere in between, these technologies are quietly powering progress, adventure, and possibility.
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Our challenge? Make the invisible feel unforgettable.
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We centered our campaign around the human experience of the engines within. Not specs. Not torque. But what they make possible. To bring that vision to life, we developed CGI “Aquacubes”— holographic-style installations that visualized the unseen power of GM propulsion. Each cube served as a window into research, development, and raw innovation—transforming technical achievement into something deeply visual, emotional, and memorable.
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This wasn’t just a product showcase—it was a brand story. One that elevated GM’s propulsion technology beyond utility, positioning it as the quiet force behind ambition, progress, and the pursuit of more.
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Powerful. Purposeful. And designed to move the world forward.
ACDELCO
PARALLAX SITE EXPERIENCE
Deep Dive Into Quality: The Evolution of Be Certain
ACDelco parts have always been backed by precision—but showing why they’re better demanded a new kind of storytelling. Enter the parallax site experience: an immersive evolution of the Be Certain campaign.
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Where Be Certain broke down the science behind ACDelco products—making complex performance stories engaging, visual, and unexpectedly fun—the parallax site experience took it further. This experience invited users to dive deep into the world of ACDelco parts, illuminating the critical components, coatings, and materials that define their exceptional quality.
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With layered motion, interactive visuals, and an intuitive flow, the site gave trade professionals and curious drivers alike a front-row seat to the engineering that sets these parts apart. Every scroll revealed something new: superior craftsmanship, rigorous testing, and the hidden brilliance inside what many see as just “replacement parts.”
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More than a digital destination, the site became a living, moving expression of OE excellence—engineered to inform, inspire, and make certainty feel real.
BUICK Certified Service
"SERVICE LIKE YOU'VE NEVER IMAGINED"
A Buick Story Through a Child’s Eyes
Routine service isn’t typically seen as magical. But what if it could be?
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With Service Like You Never Imagined, we set out to reframe the experience of Buick Certified Service—by shifting the perspective entirely. Through the wide eyes of a child, a standard visit becomes something extraordinary: a symphony of motion, precision, and care that feels more like a performance than a procedure.
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This wasn’t just about whimsical storytelling. It was a strategic move to reintroduce Certified Service as something elevated—refined, intuitive, and aligned with the premium expectations of Buick owners. Every shot was crafted to evoke wonder while reinforcing the real benefits behind the service: expert technicians, OE parts, and thoughtful attention at every turn.
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The result was a spot that didn’t just inform—it enchanted. A reminder that even the most familiar experiences can feel completely new when seen from the right perspective. Especially when it’s Buick.
ACDELCo
"BE CERTAIN"
Built on Certainty: Speaking the Language of the Trade
ACDelco has always had cred in the trade. With a century under its belt, the brand didn’t need an introduction—it needed a reintroduction. One that honored its legacy, but also gave loyal pros a reason to lean in even more.
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Be Certain was built to do exactly that.
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At the heart of the campaign was a fresh take on how we talk about parts. Hosted by Adam Genei of Mobsteel, the video series broke down the science behind ACDelco products—making complex performance stories engaging, visual, and unexpectedly fun. It was technical content made watchable. Shareable.
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The launch was fully integrated: video, native content, digital, social, print—even a curated Pandora station. And it hit fast. Within weeks, some videos were crossing the million-view mark, while the campaign’s click-through rate exceeded category benchmarks.
Rooted in expertise and delivered with edge, Be Certain reminded the trade why they trusted ACDelco—and gave them even more reasons to keep believing.
GMC Certified Service
"ECHOING EXPERTISE"
When Pros Trust Pros
GMC drivers don’t cut corners. They’re builders, doers, and problem-solvers—people who rely on precision, grit, and know-how to get the job done right. So when it comes to servicing their vehicles, they expect nothing less.
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Echoing Expertise was built on that insight.
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The strategy centered on a simple but powerful truth: the professionals behind GMC Certified Service are a direct reflection of the professionals who drive GMCs. To bring that idea to life, we used a mirrored visual technique—cutting seamlessly between our professional owner in action and their Certified Service expert doing what they do best. Precision echoed precision. Confidence met confidence.
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The result was more than a commercial—it was a salute. A spot that didn't just promote service, but honored the shared values of skill, standards, and getting it right the first time.
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Because when you’re serious about what you do, you trust someone who is too.
Cadillac Certified Service
"elevation of expectation"
Lifted by Design: A Visual Language of Elevated Service
Cadillac drivers don’t settle. Every detail, every experience, every expectation—they hold it all to a higher standard. And their service experience should be no exception.
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The Elevation of Expectation was crafted to reflect that mindset, visually and strategically. Shot entirely in-studio, the campaign leaned into Cadillac’s distinct brand world—rich color saturation, refined lighting, and stylized precision. At the center: a vehicle lifted, both literally and metaphorically, to represent the elevated care Cadillac Certified Service provides.
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Each spot was designed to be minimal yet bold—letting the visuals do the heavy lifting while narrating the elevated experience Cadillac owners expect (and deserve). No clutter, no chaos—just a controlled environment where excellence takes center stage.
The result was a series of elegant, modern visuals that reframed routine service as a premium extension of the Cadillac ownership journey. Elevated in every sense of the word.
SCOUTS
"WE DON'T HAVE A BENCH"
Everyone Plays: Scouting With No Sidelines
In youth sports, not every kid gets to play. But in Scouting, everyone’s in the game.
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We Don’t Have a Bench was a pro bono campaign created to spotlight what makes Scouts different: inclusivity, opportunity, and a place for every kind of kid to lead, learn, and thrive. While other activities can sideline participants, Scouting invites them to step up—because there’s no such thing as "sitting this one out."
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Visually rooted in the world of team sports, the campaign flipped familiar language and imagery to make a bold, unmistakable point. Headlines hit with conviction. Portraits of real Scouts brought heart and authenticity. And the message was clear: this isn’t just another extracurricular—it’s a movement where every kid plays a role.
Created to recruit, inspire, and energize both parents and young people, We Don’t Have a Bench reframed Scouting as a place of action, belonging, and possibility. No sidelines. No spectators. All in.
