Work
Enterprise Transformation
01—03
Challenge — Best Buy needed to clarify virtual shopping while also helping teams adopt new AI tools, support change management, and develop junior designers.
Insight — Customers and internal teams both needed the same thing: confidence in a new way of working.
Strategy — I connected UX content, AI enablement, training, marketing collaboration, accessibility, and personalization around one scalable service story.
Execution — Terminology research, content strategy, style guidance, junior-designer development, AI-tool support, and global campaign collaboration for Shop with an Expert.
Outcome — The work clarified customer expectations, improved service triage, strengthened cross-functional alignment, and supported a broader shift toward AI-enabled design practice.
Reflection — Change management succeeds when content gives both customers and teams a clear path through uncertainty.
Results
Traffic increase
The landing page did a better job of setting expectations for shopping help expertise.
Visits
Added links allowed shopping categories to get the attention they deserved, redirecting traffic to service and repair.
Triage increase
With clearer content, category visits increased and deflections to service triage rose nearly 890%.
Challenge — Internal staff needed AI-supported tools that could help them respond to customer queries efficiently while still delivering first-class support.
Insight — Speed only matters when accuracy, tone, and trust remain intact.
Strategy — I promoted, trained, and structured LLM-powered workflows for Email Assist and related internal tools, pairing prompt strategy with content governance.
Execution — Staff interviews, communication audits, prompt testing, reusable standards, internal training, and collaboration with product and engineering teams.
Outcome — Email generation dropped from about six minutes to about twelve seconds while maintaining high reported accuracy and creating a foundation for additional AI tools.
Reflection — The most useful AI systems support people’s judgment instead of replacing it.
Results
Accuracy
CSRs reported high email accuracy rates and ease of use, with less need to generate boutique responses.
Future
Prompt writing for related AI tools like KB and Agent Assist was supported by EA’s prompting strategy, with traction across BGE and PECO.
Time decrease
Culture & Education
04—05
Challenge — New Jersey’s first fashion high school needed a narrative system strong enough to support curriculum, partnerships, press, students, families, and long-term institutional growth.
Insight — A first-of-its-kind school needed more than positioning. It needed a future-facing story that made design leadership feel possible, local, and globally relevant.
Strategy — I developed curriculum language, internal tools, interview-based data collection, storytelling frameworks, preservation strategy, PR, marketing, and business communications.
Execution — The work supported Forbes visibility, Beatles partnership storytelling, stakeholder communications, and a scalable platform for the school’s expanding reach.
Outcome — The school’s narrative became a platform for community trust, global visibility, and long-term growth, supporting a first graduating class with a 100% graduation rate.
Reflection — The strongest education narratives preserve the past while giving students a clear image of the future they can build.
Results
Partnerships
Newark School of Fashion & Design became Forbes-featured, with student work connected to the NY Jets, Rutgers–Newark, Atlantic City Fashion Week Runway, and other organizations.
Donated
Over $10,000 was donated by Macy’s, while more than 35 career options were made available to students.
Graduation
The first senior class graduated in June 2025, with close to 15% of students accepted to Parsons School of Design.
Challenge — A mission-based, artisan-focused business needed content leadership and a boutique strategy process that could honor craft while supporting growth.
Insight — The CEO’s knowledge was the core asset; it needed to be synthesized into experiences that educate, entertain, and preserve global talent.
Strategy — Through consulting, interviews, and business strategy, I shaped immersive storytelling and curricula that highlight unique global abilities.
Outcome — The work created a clearer platform for mission, craft, education, and audience engagement across multiple phases of the business.
Storytelling & Public Impact
06
Challenge — The film entered a volatile debate around charter schools, public education, political stakeholders, and the future of public-facing advocacy.
Strategy — I used content strategy, PR, marketing, social media, design, and film-editing support to clarify the message and scale public communications.
Outcome — The communications work helped earn Kickstarter support and move the film forward during a period of intense public debate.
Reflection — Public narratives require clarity, care, and stakeholder fluency when the subject is politically charged.
Challenge
How do you help people slow down long enough to truly see one another? The broader challenge was creating content that connected artists, community organizations, and audiences through a shared narrative instead of a collection of individual exhibits.
Insight
Art creates empathy, but only when people understand the stories behind it. The opportunity was to create a framework that invited curiosity, reflection, and dialogue across neighborhoods.
Strategy
I developed content and narrative approaches that centered lived experience while making complex social themes accessible, participatory, and welcoming.
Outcome
The project strengthened community engagement by helping audiences experience each installation as part of a larger conversation about equity, identity, and belonging. Role: Content Strategist, Storyteller, Community Engagement.
Challenge — How do you create space for people to hear one another beyond statistics, headlines, and institutional distance?
Insight — Voice can operate as archive. When testimony is treated as sound, memory becomes immersive, relational, and harder to dismiss.
Strategy — I shaped an artist film and soundscape around experiential knowledge, resilience, and the bonds formed when people listen closely to lived experience.
Execution — Created and directed as a digital video and audio excerpt, with soundscape design featured through New York Responds at the Museum of the City of New York.
Outcome — The work created a reflective public-listening experience that honored community voice, healing, and new narratives of global citizenship.
Reflection — A soundscape can become a civic space when it invites people to slow down, listen, and recognize one another’s interior lives.
Challenge — How do you translate the unique challenges of second-generation immigrants into a film that feels intimate, poetic, and structurally clear?
Insight — Home is not only a place. It is a layered emotional system shaped by language, family, assimilation, art, and memory.
Strategy — I combined interview-based storytelling, poetry, art, documentary structure, and visual pacing to hold both cultural specificity and shared recognition.
Execution — Created and directed as a full-length artist documentary with digital video and audio, screened at Parsons School of Design and Governors Island.
Outcome — The film gave form to stories of staying, leaving, and becoming, turning private memory into a public conversation about identity and belonging.
Reflection — Interview-based film can preserve complexity when it lets poetry, testimony, and image carry equal weight.