Reactive efforts begin by deciding whether a moment is actually worth the brand's attention. I analyze cultural context, relevance to the brand and what we can uniquely contribute before deciding how to respond. From there, I develop the strategic rationale and create the content itself, making sure the response says something only this brand could say.

I've also optimized real-time workflows across accounts by building in strategic guardrails, helping teams anticipate cultural moments and respond in under 24 hours. I currently lead Burger King's reactive efforts, helping improve the brand’s cultural relevance and earning coverage from industry and general publications including PRWeek.