As Integrated Marketing Associate at Vice Media Group, I secured major brand deals across R29, Vice, and i-D magazine across print and digital. Successfully leading brand partnerships from pitch to execution, ensuring the content met both the brand's and publication's standards.

Objective: At the height of the dad shoe trend Merrell tapped the creative team at R29 to drive mass awareness and sales among Gen Z and young Millennials. The article, featured on Refinery29.com showcased how to style Merrell’s latest summer drop. Ultimately capitalizing on this emerging trend to appeal to the Gen Z audience and convert everyday readers into customers.

Result: The article resonated with the target audience, engaging Gen Z readers through its relatable content and trend-forward style. Accompanied by paid social on R29 the campaign boosted both brand awareness and sales through stoppable integrations, driving brand visibility, product interest, and cultural relevance for Merrell.