Brand & Campaign Work
Brand & Campaign Work
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Growing a business across multiple locations takes more than a good ad. It takes consistent messaging, smart media choices, and a plan that can flex as new markets come online. Over the years I have led media planning and buying, brand positioning, and multi-channel campaigns for organizations in home services, healthcare, and higher education.
Brands
Brands
I have had the privilege of working with more than eighteen brands over the last six years, each with its own goals, challenges, and people to serve.
I have led everything from website designs and launches to radio, TV, direct mail, and billboard campaigns, along with SEO and digital advertising strategy. That variety has sharpened my instincts as a marketer.
I have learned to listen quickly, adapt strategy to fit a brand's real needs, and build systems that keep teams moving forward long after the first campaign launches.
Every brand is different, but the mission stays the same: serve well, think strategically, and leave things better than I found them.
Brand Refresh
Brand Refresh
As the company set its sights on markets outside its original home base, it became clear that the brand needed to grow with it. The original logo told a meaningful story, built around three generations of family, but that story was deeply tied to the community where it began. In a new market, that same imagery would not carry the same weight or connection. We launched a brand refresh to move toward a look that felt more animated and approachable, something new audiences could relate to right away without needing the backstory. The goal was to keep the heart of the brand intact while giving it a fresh, friendly face that could travel well beyond its roots.
Generations
Generations
The McWilliams family celebrates the fourth generation in this endearing television commercial featuring grandfather, father, and son.
McW Generations Comm 30s (1).m4vFriends in Cool Places
Friends in Cool Places
Another playful one for the collection. We reworked a Garth Brooks favorite into 'Friends in Cool Places,' celebrating our own team in the process. Watch it here.
Chamber's Favorite Things
Chamber's Favorite Things
The Angelina County Chamber of Commerce featured this video as part of their 'Chamber's Favorite Things' series. I wrote the script and carefully selected the images for the feature. Take a look here.
Seasonal Campaigns
Seasonal Campaigns
Throughout the year, I also enjoy putting together simple, timely ads that speak to the season or the moment, whether that is a holiday, a local event, or something happening in the community. These help keep the brand feeling present and relevant all year long. Here are a few examples.
Social Media
Social Media
I led a team of six brand ambassadors and managed more than eighty social media platforms across Facebook, Instagram, TikTok, X, LinkedIn, and YouTube. Each channel had its own voice, audience, and rhythm, and keeping all of them consistent, active, and true to their brand took real organization behind the scenes. I built the systems and processes that made this scale possible, so every platform got the attention it deserved without losing sight of the bigger strategy driving it all.
That strategy showed up in the numbers. Over the course of that role, our organic social and content performance saw remarkable growth: impressions climbed 263 percent to 2.8 million, engagements grew 229 percent to 155.7 thousand, video views jumped 798 percent to 302 thousand, and content output increased 262 percent with more than 3,600 posts published. Audience growth was the biggest leap of all, up 13,499 percent to 55.1 thousand followers. These results reflected not just consistent effort, but a team that worked hard to turn strategy into measurable momentum.
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