Marking 40 Years of Cancer Research

In 2016, I created and executed an integrated marketing communications campaign to mark the fortieth anniversary of the founding of the Samuel Waxman Cancer Research Foundation (SWCRF).  Through branding, digital communications, social media and public relations outreach, the campaign conveyed to SWCRF stakeholders the foundation’s legacy of achievements with a sense of celebration and excitement […]

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Sizing up expectations in bridal gowns with Bara Luxe

Bara Luxe, a start-up couture bridal house, launched a collection for plus-size women in the midst of the economic downturn of 2008-2009, using PR to generate buzz for its unique sample sizing during trunk shows at top salons nationwide. Pitching how Bara Luxe offered women of larger sizes That Special Moment of trying on gowns […]

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A Call to Action for ADAPT

In February 2019 I reunited with the PR and Marketing firm The Bromley Group to mount a fundraising campaign for the nonprofit organization ADAPT Community Network, an organization that provides services and advocacy for people with disabilities in New York City. My email and phone campaign raised more than $32,000 in support from companies and […]

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Jockey’s Great White Way

In 2001, Jockey International celebrated its 125th anniversary. In a competitive market where high-end designer brands such as 2Xist and Calvin Klein dominated editorial coverage, Jockey needed to make a strong statement to remind the fashion press about its wide range of functional — and stylish — men’s undergarments. Playing off Jockey’s famous “Let ’em know […]

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Giving a H.U.G. to support pediatric care

In 2018, I promoted the annual H.U.G. Award Gala honoring the CEO of Wacoal America and the trade show producer Eurovet to raise funds for pediatric services at NYU Langone Medical Center. The H.U.G. Gala is presented by Project Help Us Give (P-HUG), a nonprofit dedicated to helping children treated at NYU Langone’s Rusk Institute. My […]

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Promoting The Waxman Gala on indie radio

The Samuel Waxman Cancer Research Foundation (SWCRF) celebrated the 20th year of its signature Collaborating for a Cure Gala — one of New York City’s biggest holiday benefits — with a special performance by the indie rock band The Avett Brothers. To reach a local base of the band’s fans, I partnered with the SWCRF’s Chairman […]

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Celebrating 10 years of free toys for children

In 2013, I had the pleasure of consulting for Kids In Distressed Situations (K.I.D.S.), a nonprofit organization now known as Delivering Good that donates new clothing, children’s products and toys to disadvantaged families. Among my many projects working for K.I.D.S. was Toys Across America, a celebration of the tenth anniversary of the Toy Bank, the philanthropic […]

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A digital statement for Avedis

Avedis Baghsarian, an acclaimed photographer, artist, sculptor and product designer, had an extensive archive of work dating back to the 1970s and needed a digital destination that would be easily accessible to potential agents and buyers. I used the WIX website-building platform to create an online portfolio that showcased Avedis’ archive, including abstract paintings, large-scale […]

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Relaunching Smart Trike in the U.S. press

Smart Trike, a convertible children’s ride-on invented in Israel, needed a PR reboot in the United States after a campaign by another PR firm yielded lackluster results in the prior year. Although it was a top-selling product around the world, the Smart Trike had a tough time making inroads in the U.S. due to similar […]

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A Red Daisy in Bloom

When designer and entrepreneur Phylise Sands launched Red Daisy, a collection of premium sports bras and coordinates catering to women with a passion for  fitness and high fashion, I played a pivotal role in promoting the brand’s debut in the market. I developed press materials to publicize the launch to trade and consumer publications, created e-blasts to promote […]

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