At Initium Health, I lead the strategy, creative direction, and execution of large-scale public health and behavioral health campaigns across the U.S. My work focuses on transforming complex health research and policy into accessible, human-centered storytelling that drives awareness and behavior change. I oversee creative development from concept through production, managing brand voice, social media strategy, influencer partnerships, video shoots, and community engagement efforts.

From statewide behavioral health initiatives like Tea on THC (Colorado School of Public Health) to multi-region campaigns like Strong as Granite (New Hampshire DHHS), I’ve built integrated systems that unify creative, content, and performance metrics under one strategic vision. These projects have ranged from press conferences and legislative briefings to social media kits, web content, and branded collateral, each designed to increase reach, trust, and impact within diverse communities.

Through this work, I’ve helped position Initium Health as a national leader in creative health communication, bridging design, storytelling, and public engagement to deliver campaigns that make health information personal, empathetic, and actionable.

Tea on THC | Colorado

Award-Winning Campaign

Content: Landing pages, social media content for paid + organic, web-based curriculum, funding reports, email, training resources, decks, infographics, out-of-home, podcast, lived experience films, influencer campaigns, press + media, printed + event collateral, event planning

Audience: Youth, pregnant women, parents/mentors, providers, clinicians, healthcare professionals, policy/legislative bodies, academics, researchers

Digital Media

I led the multi-channel social and digital media strategy for the Tea on THC campaign across Meta platforms, YouTube, TikTok Ads, Google Display, and Search. My work included developing the messaging architecture, writing platform-specific copy, building monthly content calendars, and aligning all creative with research-backed insights from the Colorado School of Public Health.

I managed paid and organic performance across Meta Ads Manager, YouTube analytics, Google Ads, and TikTok’s ad platform, optimizing each channel for engagement, CTR, and audience reach. This included designing and testing ad sets, refining audience targeting, and adjusting formats and creative assets to maximize performance. I also coordinated social placements for the Tea on THC podcast and integrated podcast clips into YouTube and TikTok for cross-channel amplification.

Across every platform, I ensured message consistency, ADA-compliant visuals, and evidence-based content that met our audiences where they already spend their time online. The strategy significantly increased statewide visibility, helping drive more than forty thousand website visitors and positioning Tea on THC as one of Colorado’s most engaged public health education campaigns.

Led the social media strategy for **Tea on THC**, a statewide public health campaign with the Colorado School of Public Health. Oversaw community engagement, stakeholder conversations, and message testing using AI tools to shape accessible, research-based content. Directed creative production and influencer partnerships to translate complex cannabis information into relatable storytelling for youth, parents, and educators across Colorado.

Influencer Marketing

I built and led the influencer strategy for the Tea on THC campaign, developing collaborations with parent mentors, young athletes, lifestyle creators, and youth-focused voices whose audiences aligned with our priority groups. My role included researching each influencer’s tone, storytelling style, audience demographics, and past content to ensure every partnership felt authentic and mission-aligned.

I created detailed influencer briefs tailored to each creator’s voice, including key message framing, narrative prompts, and content angles that would resonate with their followers. Each brief integrated research-backed facts from the Colorado School of Public Health’s review of more than sixty-six thousand articles on high-concentration cannabis, ensuring scientific accuracy without compromising the influencer’s natural style. I also provided creative direction on set and throughout drafting, filming, and revisions to guide content that was engaging, age-appropriate, and aligned with our harm-reduction approach.

This strategy resulted in high-performing influencer content that expanded the reach of the campaign, improved engagement and CTR, and helped carry accurate cannabis education into communities and digital spaces where misinformation is common.

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Lived Experience Storytelling

As part of the Tea on THC statewide cannabis education campaign, I led the creation of a lived-experience video series featuring Brandon Lloyd, parent mentor Laura Funk, and students from 5280 High School. These videos were designed to cut through misinformation by grounding the campaign in real stories from Colorado communities most impacted by high-concentration cannabis.

I directed the full creative process from concept development through final production. This included shaping the narrative arc for each video, writing interview guides and scripts, coordinating casting and locations, managing production schedules, and guiding on-set decisions to ensure authenticity and alignment with research-backed messaging. Each story was crafted in collaboration with researchers and clinicians to reflect evidence-based insights while keeping the content accessible and emotionally resonant.

The result was a compelling series that drove significant engagement across social media, contributed to over 40,000 website visitors/mo, 70M impressions among digital and out-of-home media, and CTRs +706% above industry benchmark, and helped make the Tea on THC campaign one of the most viewed public health initiatives in the state.

Podcast Development & Production

I led the strategy, development, and production for the Tea on THC podcast series, designed to bring expert insights and lived experiences into a format that audiences could engage with more deeply. Working closely with clinicians, researchers, and community voices, I shaped each episode’s concept, outlined discussion flows, and developed research-informed questions grounded in the Colorado School of Public Health’s review of more than sixty-six thousand articles on high-concentration cannabis.

I coordinated all pre-production planning, including guest selection, briefing materials, scripts, and recording logistics. During production, I provided on-set direction to ensure conversations remained clear, accessible, and aligned with our harm-reduction messaging. I also partnered with our editing team to refine pacing, clarity, and narrative structure for each episode, and supported distribution strategy across YouTube, Meta platforms, and streaming channels.

The podcast series strengthened the campaign’s credibility and reach by translating complex research into human-centered stories and clinician-led conversations. It also created a library of evergreen content for ongoing education, cross-channel promotion, and future curriculum development.

Listen on Spotify below!

View the End-of-Year Report

Strong as Granite | New Hampshire

Content: Comprehensive marketing and communications support for the New Hampshire Department of Health and Human Services (NHDHHS), including social media campaigns (paid and organic), landing pages, press materials, stakeholder toolkits, survey promotion content, training and curriculum assets, community outreach materials, event collateral, and campaign reporting.

Audience: New Hampshire residents, individuals with lived experience, peer support specialists, behavioral health providers, employers, community organizations, and policymakers