As Co-Founder and Head of Creative at Trade School, I led the development of a capability for audience-led content at scale, anchored by our work for The Home Depot.

The capability starts with audience insights and data, which inform a multi-channel comms plan that becomes the strategic keystone for creative ideation and production. Instead of single-message campaigns, we developed frameworks and themes built for flexibility and iteration. We crafted visuals, messaging, and stories for the ways people actually experience them. We built production plans that accounted for every asset before turning on a camera. And we built modular, adaptable libraries of visual assets — designed to drive business at scale while staying connected to the audiences we were speaking to.