Corporate comms
In a nutshell: I led the communications strategy behind our first Global Smiles Week, translating a culture ambition into clear messaging, practical toolkits, and moments that markets could truly make their own. By balancing consistency with flexibility, we unlocked local creativity at scale and created a week that felt human, energizing, and unmistakably One PepsiCo. The campaign reached more than 200,000 associates, activated 1,085+ sites, and drove a dramatic spike in recognition and engagement—proving that with the right structure, local energy can fuel a truly global moment to celebrate PepsiCo’s people, pride and progress.
My role: End-to-end comms ownership — from planning to execution as Global People & Culture Communications Director.
Corporate comms
In a nutshell: At Loews Hotels, I supported employee communications and engagement across the employee experience. I partnered with HR on messaging and recruitment assets for the Loews Hotels career page, led communications and toolkit rollout for Team Member Appreciation Week, supported planning and messaging for the annual employee survey (driving 50% higher participation), and helped run recognition efforts through the Loews Leadership Awards. A lot of moving parts, one goal: make sure team members felt informed, appreciated, pride, and connected to the company.
My role: Director of People & Culture Communications
Website content strategy, brand positioning & writing
In a nutshell: For Floaat Center, a licensed psychology practice, I helped shape how the business showed up in the world. I worked closely with the founder to clarify their voice, simplify how services were explained, and make the site easier to understand and trust. I also connected the client with a website designer, and together we translated that thinking into a site that felt clear, credible, and human—turning complex clinical offerings into compassionate, accessible language without losing the warmth that matters in mental health care.
My role: Led messaging, structure, and writing for the website, and partnered with the designer and client to bring the site to life.
Corporate Comms
In a nutshell: As a workgroup communicator, I kept 8,000 JetBlue flight attendants informed and engaged on the issues that shaped their work and quality of life. When I pivoted from Marketing to Corporate Communications, I carried the JetBlue voice across daily, weekly, and quarterly communications—making sure critical job-related topics were communicated clearly, consistently, and in ways that actually resonated with crewmembers.
My role: workgroup communicator
Contributing writer
In a nutshell: I contributed well-being articles for The Well by Northwell Health - everything from dealing with job loss during a global pandemic to knowing when a wart needs removal.
Social media content
In a nutshell: What really makes me tick is creating content that sticks. Here were some social content that kept our audience engaged, brand fresh and JetBlue top of mind.
My role: project lead, social media strategist, producer, copywriter
Roads? Still don't need those where we're going. #McFLYing #BackToTheFuture
Read ‘em and LEAP! If your birthday is on 2/29 and you’re traveling with JetBlue today, your flight is on us! #LeapDay
Oscar-Mike-Golf, it’s #NationalAviationDay! #AvGeek
It’s possible you’re just PLANE crazy! #AVGeek #NationalAviationDay
Aisle or window seat? Choose your side. #SeatWars #MayTheFourthBeWithYou #StarWarsDay
In Aruba, it's just easy to just go with the flow!
Women make up 47% of the U.S. labor force, yet less than 3% of all aviation mechanics are women. We believe professionals like Theresa can inspire young women to soar. #FlyLikeAGirl
Flying with us tonight? You won’t miss a minute of #DebateNight at 35K ft. Phew! #FreeTV #FreeFlyFi
The wingspan of a JetBlue Airbus A321 is roughly the length of 26 lightsabers. #MayThe4thBeWithYou #ThePlaneTruth
Plan(et) on your next adventure! Landing in a new destination in 4 light years. #ProximaB
Bermuda bound? Just go with the flow, yo!
Love is in the air. #LetFreedomWing #SCOTUSMarriage #MarriageEquality
Red, orange, yellow, green, JETBLUE, indigo, violet. #NonstopPride
It took JetBlue less than 16 years to fly to 100 cities. But how long does it take a high school speech and debate champion to say them all? #JetBlue100
For a man who always wanted to become a pilot, JetBlue First Officer Adrian Eichhorn didn’t get to solo in an aircraft until he was 29. Now at age 60, he is making a solo trip around the world in his own single-engine aircraft. Follow along with JetBlue on blog.jetblue.com and social as we track Adrian’s journey using #N1733G.
Social video series
In a nutshell: With peak travel season around the corner, we needed to communicate some PSAs to customers to make their airport experience as seamless and hassle-free as possible. Fresh off the success of Flight Etiquette, I conceptualized and co-produced another humorous, memorable branded content video series, “Let’s Play Airport!” which had people talking again about JetBlue in earned media.
My role: project lead, writer, producer, content and social media strategist
Santa, Scrooge and a gingerbread man walk into an airport. #StopUsIfYouveHeardThisOne #LetsPlayAirport.
Let's Play Airport! The challenge: The security line! The contestants: People you may or may not want to stand behind. What are your tricks for making it swiftly through the security line?
Content strategy & website redesign
In a nutshell: In 2016, JetBlue’s corporate blog was stuck in a Wordpress template from 2004 without a clear content strategy. I asked to take ownership of BlueTales and worked with the in-house design team and an external digital partner to revamp, redesign and reimagine the blog, Out of the Blue. Building out a content strategy that integrated search and cross-channel promotions, I also identified and assigned content partners to cover a myriad of travel topics for daily publishing. Readership grew as I pushed people to Out of the Blue from social and through a dedicated email series I also owned.
My role: project lead, content strategist, managing editor
Social video series
In a nutshell: Sometimes air travel is not pretty. The airport, TSA and reality of sitting in a metal tube at 35,000 feet with complete strangers bring out the most interesting human behaviors. And when you’re forced to rub elbows—literally—with people you don’t know, a little etiquette goes a long way.
While every airline tries to glamorize flying, JetBlue offered a more realistic, relatable and hilarious perspective to the air travel experience with Flight Etiquette. These seven short videos became JetBlue’s most engaging series on Facebook and garnered over $1.03 million of earned/shared media, 38 media mentions, and more than 100 million in total reach. It also made Hoda Kotb laugh very hard on the Today Show.
My role: project lead, social media and content strategist, producer
We promise - the plane won't leave without you. #FlightEtiquette
When your seat mate won’t take the hint, what do you do? #FlightEtiquette
That moment during a flight when things can get plane awkward. How do you handle it? #FlightEtiquette
Which way do you slide? #FlightEtiquette
Brand experience
In a nutshell: For three years I owned JetBlue’s brand music programming, from creating wanderlusting playlists for the airport to planning ‘surprise-and-delight’ concerts at JFK’s Terminal 5. I worked with a production agency, talent managers, media relations, the Port Authority and airport leaders to secure free, in-terminal performances from top recording artists like Boyz II Men, Il Volo, CeeLo Green, Icona Pop, Aloe Blacc, Carly Rae Jepsen, Emili Sande, Vance Joy, Phillip Phillips, Gary Clark Jr. and others. We took Live From T5 ‘on the road’ to Puerto Rico, Nashville and Los Angeles as well as JetBlue HQ’s own rooftop (for a Lady Antebellum show). I even secured an one-hour segment on VH1 when we flew Nick Lachey, Michelle Buteau and Rachel Ray to SXSW on a JetBlue charter flight.
We then leveraged our owned and earned channels to promote the experience and the artist, a win-win for all parties involved. From the Record Store Day integration to flying winners to Las Vegas with Boyz II Men, Live From T5 proved time and time again that it was not your average-airport-music program.
My role: program owner, owned channel strategist
Boyz II Men sings “End of the Road” to surprised, adoring fans at Live From T5.
Gary Clark Jr. performs “Bright Lights” at JetBlue Live from Los Angeles for the inaugural Mint launch.
Vance Joy performs “Riptide” for Live From T5.
JetBlue launched service to Nashville from Boston and Fort Lauderdale in May 2016. To celebrate and give back to the community, JetBlue and VH1 Save the Music teamed up to give Cane Ridge Elementary School a special treat: a surprise performance from Nashville’s Moon Taxi.
Live From T5 presents Aloe Blacc.
Live From T5 presents Ryn Weaver.
Rising artist soul singer Allen Stone performs as part of JetBlue's Live From T5 concert series to promote his self-titled album.
Live From T5 presents American Idol’s Phillip Phillips.
Short video
In a nutshell: Here’s a formula for high engagement: relatable content that makes people laugh, plus relevancy (Valentine's Day) and a targeted audience (people in relationships). Love is Easier in the Air is a branded content video I conceptualized and co-produced for JetBlue’s social channels about why flying makes the heart grow fonder. (Content is based on true events because relationships are hard, man.) The video earned nearly 100k views and 200k impressions on Facebook.
My role: project lead, social media strategist, producer
Social series
In a nutshell: When Facebook first introduced video into the Newsfeed in 2013, we began seeing videos outperforming other content types in terms of engagement. As the social media strategist, I created the Wingtip video series, which tapped into our own crewmembers as resources and established JetBlue as a credible expert in the travel industry. These videos not only provided education and entertainment but also positioned JetBlue’s social presence as authentic and relevant.
My role: project lead, social media strategist, writer, producer
Brand management
In a nutshell: While various forms of brand books preceded my time at JetBlue, none were as comprehensive and complete as the Owner’s Manuals, a series of environmental, uniform, copy and visual style guidelines that embody the JetBlue brand story. Through research and collaboration with key internal stakeholders, I wrote and project managed the brand books from start to launch. For the uniforms edition, this also involved producing a photoshoot for the new uniforms. JetBlue still uses these images today—six years later—across marketing and communication channels.
My role: brand manager, project lead, writer
Copywriting
In a nutshell: JetBlue held the naming rights to JetBlue Park at Fenway South, the Spring Training home of the Boston Red Sox—which meant JetBlue had a presence all over the park, and I had a license to swing freely with the copy. I wrote ballpark ads and signage that mixed baseball puns with JetBlue’s signature wit, then carried that same voice into JetBlue customer emails—clever, human, and the kind you don’t delete halfway through. Different formats, same personality: unmistakably JetBlue, whether you’re walking into the stadium or opening your inbox.
My role: copywriter
Brand positioning and naming
In a nutshell: I competed against external agencies to name JetBlue’s first premium cabin — a challenge that required rethinking what “premium” could mean for a brand built on egalitarian seating and human service. The name couldn’t sound elite, exclusive, or like an upgrade for insiders. It had to feel like JetBlue. So, I moved away from the obvious — lofty words, shades of blue, airline clichés — and focused on the experience. How people feel after a long flight: tired, cranky, spent. And how JetBlue’s new cabin should make them feel instead: refreshed, relaxed, revitalized.
The name Mint captured that shift. Simple. Unexpected. A breath of fresh air. Mint gave teams permission to rethink the category — shaping everything from the seat and suite design to menus, amenities, service touchpoints, and tone of voice. From launch, JetBlue Mint exceeded expectations across customer satisfaction, press, and financial performance — proving that premium doesn’t have to be pretentious to be exceptional. JetBlue Mint was simply mint to be.
My role: copywriter, brand strategist
Brand naming
In a nutshell: What’s in a name? A lot at JetBlue. As the copywriter, I left a legacy of branding products and programs that are still significant to the JetBlue business today.
My role: copywriter
Inflight connectivity product
Crewmember recognition program name
User-generated content program name #JetBlueSoFly
JetBlue’s premium class experience
Copywriting: Promotion
In a nutshell: From Restaurant Week to Fashion Week to Fleet Week, we knew what New Yorkers love… their weeks. NYC Flight Week was a buzz promotion offering a menu of newly discounted destinations daily. For New Yorkers who enjoy the week of affordable prix fixe meals, here was their chance to sample some affordable vacations.
My role: copywriter
Copywriting: Promotions
In a nutshell: From 2011-2012, I ensured the fun, witty JetBlue voice came through in every signage, email, video, web banner, landing page, Facebook update, tweet… you name it. I supported copy needs for all departments, contributed to buzz marketing campaigns, and helped the brand achieve higher engagement, email open rates, website traffic, conversions and revenue.
My role: copywriter, strategist
Hot Seats was a weather-triggered buzz promotion in August 2014. When the temperature was predicted to hit 90 degrees, we ran teaser copy through social and email days leading up to the launch. I wrote digital copy for all phases of the campaign.
'Tis the season for the same old trite holiday travel tips. But by turning tips and product benefits into a holiday jingle, I wrote an email that was fun, memorable and not overly promotional. Try to stop yourself from humming "Jingle Bells" as you read the email.
Every once in a while, JetBlue will push a non-sale email to engage customers and incentivize click behavior. I love infographics and (simple) math, so this was one way to illustrate JetBlue's unique selling points.
Health journalism
In a nutshell: The health reporting and writing continued with freelance work from Livestrong.com/Demand Studios when I moved to New York. Admittedly, the regular workouts did not.
My role: freelance reporter/writer
Copywriting
In a nutshell: Writing for the heart-pumping dance fitness brand was a total blast, if not a total workout (work perks: free Zumba classes). I supported marketing, editorial and merchandise through CRM emails, social promotions, monthly newsletters, product apparel, magazine features and more. Here, I strived to make my copy dance because the Zumba voice is upbeat and positive—always encouraging people to lose themselves, be themselves and just have fun.
My role: marketing and editorial writer
Editorial
In a nutshell: For a brief stint, I acted as managing editor for Haute Living, a Miami-based luxury magazine covering stories of the rich and famous. One of my sweeter opportunities was an interview with Dylan Lauren, daughter of Ralph Lauren and owner of Dylan’s Candy Store.
My role: writer and managing editor
Editorial
In a nutshell: Once upon a time in Miami, I was really fit. I also wrote and edited over 50 fitness, nutrition and health stories for SOBeFit Magazine from 2008-2010. As a burgeoning professional at a small publication, I was grateful to have my hands in all editorial - from writing cover lines to assigning contributors, to reviewing products and profiling athletes.
My role: writer and managing editor