Storytelling Brand Campaigns

Great brands are built on authenticity—and strategic storytelling. In this section, you’ll find campaigns that brought culture to life across digital platforms. From crafting Employee Value Propositions (EVPs) to designing content-rich landing pages and building out multi-channel social strategies, these case studies reveal how I’ve helped household names like Dunkin’, Dollar Tree, and Nuvance Health attract the right audiences with the right message.

Employer Brand (EVP) Strategy (Recruitics)

Every standout employer brand starts with a clear, compelling Employee Value Proposition (EVP). I’ve led the development of EVP strategies that reflect the authentic voice of an organization while aligning with what modern job seekers care about most—purpose, culture, growth, and balance. From uncovering core employee insights to building brand messaging pillars, my EVP work has laid the foundation for digital content ecosystems that resonate across every stage of the candidate and audience journey.

Case Study: Dunkin’ Brand Value Proposition

From alignment workshops to employee roundtables and senior leadership interviews, I guided our team on how to transform this data and information into a new brand foundation; starting to tell the evolved brand story and shifting the brand ecosphere.

I led our team to success by taking the high level brand strategy and connecting that to a visual representation for our clients to see the brand come to life.

Case Studies: More Digital Storytelling Campaigns and Projects

Dollar Tree, Inc. Brand Transformation

Problem: Dollar Tree, Inc.’s associates across Dollar Tree and Family Dollar are feeling disconnected from the larger brand, overworked and undervalued, and needing an increase in career growth support.
Strategy: Create a brand new employer brand strategy (AVP) to redefine “The Value of You” for associates and highlight the importance of rapid career growth and the connections that are made in a tight-knit community.
Results and Metrics: Opened our team for further partnerships with the Dollar Tree, Inc. brand: a new career site and a new photoshoot and videoshoot to visually activate their AVP.

Nuvance Health Brand Proposition and Ecosphere

Problem: Nuvance Health is a large hospital system spanning New York and Connecticut. They face extreme competition in a saturated healthcare region, and they recently merged as two other companies in 2019, so they experienced cultural and financial instability.
Strategy: A new EVP to help establish the newly formed larger brand and create a unique, heartfelt brand that stood out from the competition and industry.
Results and Metrics: Opened our team for further partnerships with the Nuvance Health brand: a new career site, a job description refresh, and paid media activation assets.

Website Content Development: Landing Pages

Landing pages are the digital front doors to an employer brand. I craft recruitment-focused pages that are more than just informative—they’re immersive. Each page is grounded in strong content hierarchy, SEO optimization, and user-centered design, all while keeping the brand voice consistent and compelling. Whether building from scratch or optimizing existing assets, my approach turns career sites into conversion tools that guide the right talent toward action.

Case Study: Deloitte Landing Page Development

As our creative partner, Deloitte asked me and our team to develop several new landing pages for them that help detail their job categories. I developed the content strategy and UX design for each of these pages, and helped lead the art direction for each page to assure brand consistency.

Our team also provided copywriting and content strategy for other main pages on Deloitte’s careers site, such as this Student page. We conducted intensive desk research and focus group interviews to ensure this content was accurate and easy to navigate.

Case Studies: More Landing Page Projects

Social Media Content Strategy

Social media is where brands come authentically to life. I create content calendars that blend strategy with storytelling—tailored to each platform and aligned to overarching goals. From evergreen culture content to event-driven posts and talent-focused series, I plan and manage calendars that build community, elevate brand visibility, and keep candidates engaged over time. Each piece of content is purposeful, data-informed, and designed to meet audiences where they are.

Case Study: Bosch Instagram Launch and Content Strategy

Problem: Bosch needs a new Instagram page that is focused on employer brand content, hiring for the U.S. brand, and showcasing their people workforce and the future-focused work they are passionate about.
Strategy: Create a full in-depth strategy that included a channel launch playbook (soft launch and hard launch) as well as a timeline for uploading the first few weeks of brand new, optimized content.