As regional Texas PR AOR, my team and I served as an embedded partner to the founder and brand leading media relations, event strategy, and creative ideation while coordinating cross-functionally with internal teams and other agency partners. With boots-on-the-ground support in the brand’s largest market, I helped shape timely storytelling and launch plans for key seasonal moments, new product drops, and “what’s new and notable” opportunities – connecting the brand to culture and community in Dallas, Houston, Austin, El Paso, and San Antonio. Outcomes included a significant lift in consistent monthly press across Texas, support for the launch of the first flagship store in Austin, the rollout of the brand’s first-ever men’s line, and expanded partnership opportunities that extended reach and relevance statewide.

As ICON’s fractional in-house Head of Communications & Events, I led the brand’s earned-media strategy and execution end-to-end, driving press announcements for built projects across residential, social/affordable housing, military applications, and off-world construction, as well as major partnerships and new robotic technology milestones. I also owned ICON’s event strategy and production, including multiple large-scale SXSW technology showcases and high-profile cultural moments designed to introduce the technology to new audiences and deepen industry credibility. Outcomes included billions of annual media impressions and standout long-form print, digital, and broadcast features across outlets such as 60 Minutes, The New York Times, TODAY, The Wall Street Journal, and CNN – plus the introduction and nurturing of high-profile relationships and partnerships that helped expand ICON’s influence and opportunity pipeline.

For Bumble, I served as a local Austin community marketing lead (dubbed the “Queen Bee of Austin”), partnering closely with internal teams to build and evolve the post-grad ambassador program and activate the brand on the ground. I also led local PR and media relations supporting major growth moments, including the launch of Bumble BFF and Bumble Bizz, translating product extensions into community-led stories and press-worthy partnerships. Across initiatives, I continuously connected new local and national partners and provided ongoing counsel on the Austin market landscape – helping Bumble stay culturally relevant, locally embedded, and positioned for sustained momentum.

For Away, I served as an extension of the in-house communications team, leading regional media relations across Texas to support two store openings and the brand’s expansion in Houston and Dallas. I also provided strategic counsel on the Texas market to help a New York City–based brand localize messaging, identify the right partners, and activate openings with cultural relevance. Outcomes included high-profile press coverage tied to the retail announcements, plus strong tastemaker attendance and visibility at both store-opening events.

For CLEAN Cause, I worked as an extension of the internal marketing team – leading local and national PR efforts that elevated both the founder and the brand. This included shaping launch messaging and press strategy for new product releases, building a steady pipeline of media opportunities, and positioning the founder for thought leadership that reinforced CLEAN Cause’s mission and momentum.

For Wondercide, I led national PR for the brand, driving media relations around key product announcements while elevating founder visibility through targeted thought-leadership opportunities. Beyond traditional press, we developed highly creative, campaign-level ideas and partnerships – including notable influencer spokespeople and philanthropic organization alignments that reinforced the brand’s mission. The result was expanded awareness and national media attention that positioned Wondercide as both a category leader and a purpose-driven brand.

For Soho House, I helped establish and grow the first Austin community – supporting the launch of the Soho House Austin through local PR, relationship-building, and ongoing storytelling that brought the House’s point of view to life in-market. I also developed local partnerships and media opportunities around the distinct food, beverage, and music programming that makes the Austin House unique to Austin, keeping a steady drumbeat of culturally relevant news before, during, and after opening to drive awareness, interest, and community momentum.

For Teen Vogue, I provided strategic counsel on the Austin market as the brand came to town to activate and celebrate its “Sweet 16.” I partnered with the Editor-in-Chief to lead local media relations and elevate the event’s visibility, while also producing the Sweet 16 celebration end-to-end. From venue and run-of-show to tastemaker, media, and influencer outreach and invites, our team knocked it out of the park, ensuring a highly relevant, culture-forward moment that resonated locally and amplified the brand’s presence in Austin.

For Humanaut, Cara Caulkins Communications served as AOR for PR, with me operating as an extension of the lean in-house marketing team to support the launch of the brand’s first market: Austin. I provided strategic counsel on the local landscape – shaping positioning, identifying the right media and community entry points, and driving an earned-media strategy that introduced a highly specialized, advanced longevity health clinic to the market with credibility and momentum. Outcomes included multiple long-form features with executive leadership across print, digital, and broadcast outlets, along with notable influencer visits that helped spark word-of-mouth and firsthand storytelling around the clinic experience.

Clients & Partners