writer  & brand strategist

PGA of america

Led brand strategy for Twilio's official partnership with the PGA of America across three 2026 championships, writing everything from on-course activations (SMS trivia, a real-time charity fundraiser, an AI photo booth) to digital and OOH campaigns seen by ~ 70 thousand attendees.

A golf course with a putting green, sand trap, and flag, near a clubhouse. A trophy is on a pedestal in the foreground with a sign reading 'KPMG Women's PGA, Hazeltine.'
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In-person

At each PGA Championship, Twilio had a tent on the course grounds with different activations. These included:

  • A photo booth where you could choose from different golf eras as your backdrop

  • A charity fundraiser that tracked donations in real time based on birdies and eagles scored

  • A golf trivia game played over SMS

A collectible action figure of a man with glasses, beard, wearing a red polo shirt, khaki pants, white shoes, and a beige vest draped over his shoulders, holding a golf club on a golf course background.

Digital & OOH Ads

A promotional poster for Twilio's Triple Snapshot activity, instructing users to take photos in different golf eras and scan the QR code to receive reimagined images.
A trade show booth for Twilio with a curved backdrop, featuring a woman on the right side looking at her phone, and a rectangular red table in front. The backdrop has text that says "The more you build, the luckier you get" and Twilio's logo.
Red promotional poster for Twilio's trivia game, featuring a QR code, the phrase 'Tee Up Trivia,' and instructions to score 5 out of 5 to win a prize like a towel, tumbler, hat, or divot tool.
A smiling man in a gray polo shirt and blue cap talking on a mobile phone, with golf clubs on his shoulder, against a dark background with the Twilio logo and the text 'The infrastructure behind WINNING MOMENTS'.
A man in golf attire swinging a golf club on a golf course with trees and a cloudy sky in the background, promoting engagement.
Twilio logo with slogan 'Twilio delivers the messages you want to receive' and a red megaphone icon.

One of the photo styles available to visitors: a golf figurine.

Inside a retail store selling athletic apparel and accessories, with clothing racks displaying shirts, hoodies, and jackets, and digital advertising screens overhead.

cyber week : Twilio time machine

The concept

Every year, Twilio powers billions of communications during Black Friday and Cyber Monday.

The question was: How can we show the scale and impact of our infrastructure in a way that’s engaging to users?

Since this is an annual event and asset, I pitched the time machine approach: where users could toggle between different years to understand the macro trends, while also having the ability to home in on specific years and days during Cyber Week.

Pitched and launched the Twilio Time Machine: an interactive Cyber Week experience visualizing the scale of Twilio communications: 271 billion events, 14 billion emails, 1.47 billion messages. Managed a $200K budget and external agency across a three-month build, creating a recurring annual asset that now tracks year-over-year performance.

thought leadership

A computer desk with a monitor displaying code, a keyboard, and a mouse, with a window showing a cityscape at dusk, surrounded by plants and warm lighting.
READ IT IN ADWEEK
READ IT IN WIRED

This byline was for Twilio's VP of Brand, which was published in AdWeek.

The article uses neuroscience and examples in human ingenuity and discovery — from Kekulé's benzene dream to Apple's 'Think Different' ad — to argue that human creativity can’t be replaced by AI. Instead, AI can act as an accelerant to human achievement.

An image of a classical white marble sculpture of a woman's head, missing the top part, with text at the top that reads "WHY AI WILL NEVER REPLACE HUMAN CREATIVITY."

This byline was for Twilio's Director of Emerging Tech & Innovation.

The article tells the story of Isa, an AI assistant Twilio built on its own platform, that tripled free-to-premium conversions.

Ghostwrote bylines and LinkedIn content for Twilio leadership, with placements in Wired and AdWeek

This platform story shows how AI agents can intelligently interact with users, loop in a human at the exact right moment, and have a living record of each customer to ensure every interaction feels continuous.

homepage journey

Wrote the narrative for Twilio’s platform story on the homepage.

Web page for intelligent self-service platform featuring a white SUV on a mountain road, with speech bubbles showing a conversation about vehicle features and technical specs.
A woman smiling while looking at her phone outdoors, with a text overlay discussing AI agents and customer intent.
A person in a yellow long-sleeved shirt using a smartphone with an overlay of a chat message that says, 'Absolutely, I'll send the booking link over text.' The overlay also includes a note indicating that the user requested text follow-up.
A woman in a yellow shirt smiling while looking at her smartphone, standing outdoors at night with blurred city lights in the background.
A woman with brown hair sitting outdoors at a camping site, with a white vehicle and a mountain in the background during sunset. There is a camping tent and a small table with a cup, and a chat bubble on the screen reads 'Three weeks in! How's your car treating you?'.
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