Case Studies

The work, in detail.

A selection of communications and editorial projects from across newsrooms, non-profits, and executive teams. Confidential clients are referenced by sector.

01 · Executive Communications

National Campaigns for the Latinx MBA Summit

Client: Latinx MBA Association
Role: Head of Media, Communications, and Public Relations
Year: 2025

Led two national campaigns promoting the Latinx MBA Summit and prepared the CEO for a fireside chat series spanning 40 partner organizations.

Objective

Grow national visibility for the Summit and position the CEO as a leading voice across a multi-partner fireside chat series.

Strategy

Paired executive visibility planning with integrated communications assets and media training to align spokesperson readiness across leadership.

Execution

Built a campaign roadmap with defined milestones and workstreams across press, digital, and partner channels, and established KPIs upfront to track attendance growth and spokesperson readiness. Developed presentation strategies and executive briefing materials, produced press materials, newsletters, executive messaging, and board communications, and delivered media training across organizational leadership.

Results

→41% increase in Latinx MBA Summit attendance from 2024 to 2025
→CEO fireside chat series across 40 partner organizations
→Elevated national visibility for the association
→Increased spokesperson readiness across leadership

02 · Crisis & Editorial

National Breaking News Coverage at CBS News

Client: Paramount Global (CBS News)
Role: Lead National Producer
Year: 2019 – 2025

Led editorial coverage of approximately 400 stories annually, serving as lead producer for roughly 50 national breaking news events each year, including the Palisades and Eaton fires and the first confirmed U.S. COVID-19 case.

Objective

Deliver clear, accurate communications on rapidly evolving national events for a daily audience of more than 15 million.

Strategy

Coordinated cross-functional editorial, production, and field teams during nationally significant events, aligning coverage priorities and advising senior leadership on high-impact editorial decisions.

Execution

Developed scripts, editorial messaging, and executive briefing materials; verified critical information under deadline pressure; and communicated complex business, healthcare, technology, and economic issues at network scale.

Results

→News & Documentary Emmy Award, 2021–2022, for work on CBS Mornings
→Recognized for ongoing coverage of the COVID-19 pandemic
→Promoted from Associate Producer to Lead National Producer
→Expanded responsibility for bilingual coverage across the U.S. and Latin America

03 · Strategic Marketing

Strategic Marketing Repositioning

Client: SPARK Neuro
Role: Strategic Marketing Consultant
Year: 2023

Led customer research, sentiment analysis, and competitive market assessments that informed executive communications, go-to-market strategy, and brand positioning for the neurotechnology company.

Objective

Refine product positioning and customer messaging to support a strategic market repositioning.

Strategy

Led the repositioning as a structured change initiative, establishing success metrics upfront and tracking sentiment and positioning shifts throughout the engagement to guide executive decision-making. Partnered with executive leadership to translate customer insights into executive presentations, marketing narratives, sales enablement materials, and stakeholder communications.

Execution

Delivered research, positioning, and messaging assets that guided executive decision-making and cross-functional alignment.

Results

→Supported a repositioning that avoided approximately $5M in projected costs
→Sharpened product positioning and customer messaging
→Aligned executive communications with go-to-market strategy

04 · Crisis & Editorial

Breaking News and Election Coverage at KTLA

Client: KTLA News
Role: News Producer
Year: 2016 – 2019

Directed coverage of nationally significant breaking news, including the Camp Fire, Santa Barbara mudslides, the Borderline Bar & Grill shooting, and the Ghost Ship warehouse fire, and supervised election coverage across evening newscasts for one of Southern California's largest audiences.

Objective

Make real-time editorial and logistical decisions under extreme deadline pressure on high-stakes stories reaching a large regional audience.

Strategy

Leveraged regional knowledge to guide team positioning and coverage strategy during fast-moving crisis events, while shaping election coverage across evening newscasts.

Execution

Led producers, correspondents, and field teams through live breaking news, coordinating with newsroom leadership on editorial calls and logistics.

Results

→18% increase in viewership over three years
→Contributed to a News Emmy-winning newscast team
→Coverage of Camp Fire, Santa Barbara mudslides, Borderline, and Ghost Ship