Boathouse
Boathouse is an advertising, strategic communications, performance marketing, and organic social marketing and advertising agency. Independent, driven by data, guided by analysis and strengthened by artificial intelligence, Boathouse uses strategy, expertise, intelligence, and creativity to deliver measurable results and drive meaningful impact.
As the Head of Social and Content and the Social Media Creative Director, I helped the agency build a new strategic and creative discipline from scratch. My focus: designing social and content strategies that resonate, tying culture to commerce. I led a cross-functional team delivering work that’s as strategic as it is creative, spanning healthcare, finance, tech, CPG, and more, and partnered directly with executives to make social a true driver of brand and business growth.
Here are some projects I’m extra proud of.
GLOW Beverages
GLOW came to us with a problem—they weren’t selling as much product as they believed they should be. With Kylie Jenner as their main spokesperson, they were surprised to not see bottles flying off the shelves. My team and I performed an in-depth internal and competitive analysis and found something striking: they were marketing to the wrong people. We developed a full GTM strategy with ownable narratives and targeted personas, focusing on the audiences that we found through research were most likely to buy, and went to market with a large organic and paid push.
You can see select highlights from our overall GTM strategy below.
A key element of our plan was influencers, specifically leveraging mid and micro influencers. Below is a consolidated recap of our influencer campaign.
Mass General Brigham
As part of Mass General Brigham’s 2025 social transformation, I led the creation of an all encompassing social media strategy, which included the consolidation of more than 60 fragmented social media channels into a unified, system-level presence. The goal: amplify impact, strengthen brand trust, and better align social media with MGB’s business and marketing objectives. By centralizing attention under a few high-performing flagship accounts, we positioned the organization to drive greater awareness, consistency, and engagement across audiences, turning social media from a decentralized service function into a strategic growth engine for the system.
You can see select highlights from our overall social strategy below.
Project Liberty Action Network
Boathouse helped Project Liberty take on the giants of Big Tech. In a world where social media and AI quietly shape how we live, connect, and think, we built a movement to remind people what’s at stake: our kids, our communities, our democracy. Through raw, human storytelling, bold media moments, and lightening fast content creation highlighting real-time trending moments, we gave voice to the mothers, families, and young people harmed by the system, turning private grief into public urgency. The result was a campaign that didn’t just raise awareness, it demanded change.
Pittsburgh International Airport
CEO Thought Leadership Strategy
Christina Cassotis, CEO of Pittsburgh International Airport, has lead the airport to a full 180 since she took over 10 years ago. Above and beyond being PIT’s AOR, we support Christina with her personal brand, owned and earned.
You can see select highlights from our overall CEO social strategy strategy below.
American Diabetes Association
Boathouse partnered with the American Diabetes Association to help break the silence around type 2 diabetes. Despite affecting nearly half of U.S. adults, the disease is often hidden behind stigma and shame, especially in communities of color that bear a disproportionate burden. Through Project Power, we created an integrated campaign that encouraged families to talk openly, check their risk, and confront the issue without fear or judgment. By turning type 2 diabetes into table talk, we helped transform awareness into empowerment.
Jovie
We worked with Jovie to reimagine what modern childcare could look like. As families emerged from the pandemic with new routines and pressures, parents needed more than babysitters, they needed balance, trust, and support. We helped transform College Nannies + Sitters into Jovie, a modern brand built for today’s families. Bright, capable, and full of heart, Jovie bridges the gap between high-end agencies and gig apps with a professional, human touch. Our work repositioned the brand as a true partner for parents, helping them manage the chaos of life with confidence and joy.
HqO
Launching Indivisible Partners
Indivisible Partners Brand Launch
John Thiel came to Boathouse with a big idea—create a new kind of financial services firm that puts all its energy into the advisor/client relationship. We aided John in his vision by bringing the brand to life. Our team created everything—style guide, voice and tone, logo, website, social media channels.
When it came to the launch, we decided that the best way would be to show the unity between John and his 9 other co-founders with a letter. A personalized touch that I wrote in collaboration with all of the founders, this letter put a stake in the ground for the team and their personalized approach to wealth management.
You can see more of our work below:
Indivisible Partners Launch Post
