Director of Creative Services and Content – FreshDirect – Currently leading an in-house creative team of designers, copywriters, photo-studio staff, and content creators, delivering cohesive messaging across email, SMS, push notifications, video, out-of-home advertising, events, social media, print, photography, and employer branding.
FreshDirect Brand Campaign – Built a cohesive campaign design system that unified the look and feel across every platform. The CTV spots—developed in partnership with the agency—used a playful, dialed-up demonstration to show just how fresh our food really is. The work served as a refreshed brand expression rolled out across all channels.
“Sourced” Partner Content Series The goal of this content series was to shine a spotlight on the farmers, fishermen, and ranchers who grow and produce the food our customers love. We set out to showcase these relationships in an authentic way—highlighting them as a key point of differentiation for FreshDirect.
“Employee Spotlight” Content Series The Employee Spotlight content series celebrates the people behind our brand, offering a behind-the-scenes look at the talent, passion, and dedication that drive our success.
“Quick and Easy Recipes” Content Series This branded series provides quick and accessible inspiration for meals and meal prep throughout the week, helping audiences simplify their cooking routines without compromising on flavor or quality.
New York Yankees partnership FreshDirect participates in various activations, including community outreach, special promotions for fans, and co-branded initiatives. The partnership features FreshDirect signage throughout Yankee Stadium, including on LEDs, concourse TVs, and the newly named FreshDirect Terrace, an open-air space for fans to socialize with a view of the game. FreshDirect also introduced co-branded delivery trucks with QR codes offering discounts and the chance to win Yankees tickets through a social media sweepstakes, further strengthening its connection to the Bronx community and the broader tristate area.
