Partnerships
GUESS x Payton Sartain – Phillies Game Activation
In collaboration with GUESS, I developed a non-traditional influencer partnership with talent Payton Sartain—shifting beyond standard deliverables to create an experiential moment with built-in brand storytelling. Together, we conceptualized and executed an event at a Phillies game, strategically designed to maximize organic exposure and create brandable moments in an unexpected setting.
From curated photo ops to in-environment styling, GUESS was seamlessly integrated into the day’s experience, resulting in authentic yet highly visible brand placement. While the social content lived on Payton’s channels, the activation extended the brand’s reach and cultural relevance—delivering far greater impact than a typical influencer post.
Importantly, the event also served as a way for Payton to connect with her community in person, giving her audience a memorable, real-life touchpoint with the GUESS brand and strengthening the relationship between brand, influencer, and consumer. This continued into a series of events: Phillies, Texas Rangers, LA Dodgers
Payton Sartain – Dinner Party Series Partnerships
For Payton Sartain’s Dinner Party series, I developed a partnership strategy designed to seamlessly integrate brands into the event experience—ensuring activations felt organic, memorable, and mutually beneficial. The objective was to create elevated, brandable moments that enhanced the guest experience while driving measurable visibility for partners through authentic social sharing.
Each dinner was carefully mapped for brand placement opportunities, from product integration to visual storytelling.
For example:
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Aveda sponsored both the Austin and New York dinners, offering all influencer attendees a pre-event blowout to highlight their premium salon experience.
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GUESS dressed Payton and provided curated gifting for attendees that doubled as a bespoke tablescape element, blending utility with an aesthetic statement.
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Minted designed custom menus and event signage, weaving the brand into the dinner’s visual identity.
By aligning brand objectives with thoughtfully designed moments, these partnerships extended well beyond the dinner table—delivering lasting brand affinity, organic reach across Payton’s and attendees’ channels, and tangible event-driven storytelling.
Fossil - Spring 2024 Influencer Campaign
For Fossil's Spring 2024 influencer program, I managed the strategy and execution of a creator campaign designed to amplify the season's new product launch while driving both brand awareness and measurable sales. Building on the success of our previous Fall campaign, we re-engaged a diverse group of trusted mid-tier creators to create multiple touchpoints with their audiences and strengthen brand affinity over time.
In addition to sourcing talent and leading campaign execution, I introduced affiliate tracking through our partner, CJ, allowing us to measure performance beyond traditional engagement metrics. The program delivered a strong return on investment, validating both our repeat-partnership strategy and the effectiveness of pairing authentic creator storytelling with performance-driven affiliate marketing.
Fossil - Mother's Day 2024 Influencer Campaign
At Fossil, I led the influencer strategy for our Mother's Day campaign, transforming a seasonal product launch into a storytelling-driven social campaign that celebrated meaningful gifting while showcasing key product features like personalization.
Rather than focusing on a single moment, I developed a two-part creator series that guided audiences through the full gifting journey. The first phase featured 30+ creators selecting personalized gifts for their mothers, highlighting Fossil's customization offerings and Mother's Day collection. The second captured the emotional gift reveal, creating authentic, highly shareable moments that resonated beyond the product itself.
To extend the campaign beyond social, I partnered cross-functionally with our PR and Events teams to host an intimate Mother's Day luncheon in Los Angeles featuring mother-daughter duo Gym Tan and Mya Miller, creating additional creator content, earned media opportunities, and community engagement.
Working closely with paid media, PR, and Events, we built an integrated campaign that amplified creator content across channels, delivering strong engagement, broad creator participation, and meaningful brand storytelling during one of the brand's most important gifting moments.
Fossil - Sport Tourer Campaign
At Fossil, I developed the influencer strategy for the launch of the Sport Tourer, rethinking the traditional product launch by partnering with artists whose craft reflected the watch's design, precision, and craftsmanship.
I identified and sourced creators, partnered with our influencer agency, CreatorIQ, to negotiate and secure talent, and led end-to-end campaign management from creative briefing through execution. Our first collaboration featured viral wood artist Taylor Wood, who created a custom Fossil-inspired piece that showcased the craftsmanship behind the collection through her own artistic process.
I also partnered closely with our paid social team to amplify the creator content across multiple paid and organic channels, extending the campaign beyond traditional influencer marketing. While the partnership did not include paid amplification on the creator's own channels, we earned organic coverage on her TikTok, helping drive authentic awareness around the launch.