Current Focus: OEM Editorial, Brand & Digital Strategy

I oversee OEM editorial and brand communications for GMC, setting content strategy and ensuring consistent execution across GMC Life and GMC.com. My role centers on editorial governance, brand voice, and alignment with broader business and marketing priorities.

In addition to content oversight, I partner with digital, analytics, and retail teams to inform test-and-learn initiatives, optimize content performance, and support lower-funnel activity within the digital retail ecosystem. While my focus remains on brand-led storytelling, I ensure content strategies are informed by data and contribute to measurable outcomes.

OEM Editorial Storytelling

Long-form editorial content developed for GMC Life, supporting premium brand positioning and organic discovery.

GMC AT4 SUVs Add Off-Road Muscle to Any Snow Day

OEM Editorial Storytelling | GMC Life

Overview
Long-form editorial feature developed to reinforce the AT4 sub-brand through seasonal, lifestyle-driven storytelling. The piece connects winter driving conditions with GMC’s off-road capability and premium positioning.

My Role
Provided editorial oversight and brand governance, guiding narrative direction and ensuring alignment with GMC’s voice, visual standards, and broader brand strategy.

Focus Areas

  • Brand-led product storytelling

  • Seasonal relevance and lifestyle framing

  • Cross-functional collaboration and content review

Yukon AT4: The Premium SUV for Blazing a New Trail

OEM Editorial Storytelling | GMC Life

Overview
Editorial feature developed to position the Yukon AT4 at the intersection of luxury, capability, and family utility. The story balances technical detail with lifestyle appeal to support premium SUV positioning.

My Role
Provided editorial leadership and final content review, ensuring clarity, brand consistency, and alignment with GMC’s broader SUV portfolio strategy.

Focus Areas

  • Luxury and capability positioning

  • Clear translation of vehicle technology

  • Brand voice consistency across platforms

Agency Communications & Integrated Campaigns

Nokian Tyres — “Stops You in Time” (Campaign Extension)

Context
Campaign support developed while at Weber Shandwick, extending Nokian Tyres’ global “Stops You in Time” platform for U.S. audiences.

Role
Campaign copy development and social content

Adventure Unbound: Exploring Wyoming with the GMC Sierra 1500 AT4 CarbonPro™ Edition

OEM Editorial Storytelling | GMC Life

Overview
Destination-based editorial feature positioning the Sierra 1500 AT4 CarbonPro™ as a premium, adventure-ready truck. The story blends landscape, capability, and material innovation to elevate brand perception.

My Role
Oversaw editorial execution, providing direction on narrative structure, tone, and product emphasis while ensuring consistency with GMC’s premium truck positioning.

Focus Areas

  • Capability storytelling through real-world use cases

  • Premium materials and technology translation

  • Long-form narrative development

BASF — Branded Video Content

Context
Messaging and narrative development for branded video content produced for BASF.

Role
Messaging development and script support

Links


How I Approach Agency & OEM Communications

  • Translate technical and product complexity into clear brand narratives

  • Adapt voice and format across agency and in-house environments

  • Collaborate closely with creative, strategy, and product teams

  • Balance brand storytelling with performance and discoverability