I helped build and scale Microsoft’s creator marketing program into a $42M annual investment—shaping how Copilot showed up in culture during a defining moment for AI.

As the creative and strategic lead at Fresh Tape Media, I oversaw concept development, creative direction, talent partnerships, production, and performance across everything from rapid product launches and international travel storytelling to major cultural moments and long-term creator collaborations.

The program expanded across Instagram, TikTok, YouTube, Snapchat, and live experiences, featuring talent including Alix Earle, Olandria Carthen, the Kalogeras Sisters, Bran Flakezz, Kristin Cavallari, Katie Austin, and Barstool Sports. What began with me as the sole dedicated creative and strategic resource grew into a multidisciplinary operation capable of activating more than 100 creators in six weeks—all while keeping the work human, culturally relevant, and creatively distinct.