Driving Strategy for Historic Ballot Initiatives

• Led media strategy and advertising operations for California’s landmark ‘Yes on 27’ ballot measure—a $60M initiative that became one of the largest in U.S. history.
• Oversaw campaign message testing, strategic planning, and project management to ensure every dollar was maximized for impact.

Oversight of High-Stakes Budget Management

• Directed strategy, testing, and optimization for political campaign budgets ranging from $6M to $150M.
• Ensured efficient CPMs, CPAs, and measurable ROI, driving campaign success while staying under budget.

Pioneering Digital Voter Registration

• Partnered with Rock the Vote to develop one of the first online voter registration tools.
• Supported by a $25M paid media campaign, this initiative successfully registered over 1M new voters nationwide.

Delivering Legislative and Advocacy Wins

• Orchestrated media campaigns that achieved key legislative victories, such as reducing prescription drug costs and expanding farmworker rights.
• Successfully blocked proposed offshore drilling permits and advanced public education on clean energy initiatives.