I led integrated marketing execution for more than six major product launches. The 2021 “Really Good Eggs” campaign included creative production supporting $2M+ in paid media and work with Serena Williams and Jake Gyllenhaal; across this period, integrated brand campaigns contributed to a 91% increase in unaided U.S. brand awareness.

As brand manager for GOOD Meat, I supported the consumer story and audience-building strategy around its landmark launches in Singapore and the U.S. with chef José Andrés. The communications challenge was fundamental: move people from skepticism about “lab-grown meat” toward seeing cultivated meat as delicious, credible and worth choosing—and translate launch-day press, chef and influencer attention into sustained digital audience growth.