Selected Work
I build things, not just strategies.
Employer brands. EVPs. Global teams. Recruitment ecosystems. Digital experiences. AI products.
Across agency and in-house roles, I’ve spent my career taking complex talent and employee challenges and turning them into strategies, programs and platforms that organizations can actually use.
These are a few examples of what that looks like in practice.
Selected work across Nasdaq, PepsiCo and Universum.
Case 01 · Nasdaq
Employer Brand / EVP / Operating Model
From no global employer brand function to a global talent attraction capability.
When I joined Nasdaq, there was no dedicated global employer brand function.
The opportunity wasn’t simply to create campaigns. It was to build the infrastructure behind how a global technology and financial services company attracted talent, articulated its employee experience and showed up consistently across markets.
The situation
Nasdaq was competing for talent across North America, EMEA and APAC while operating across different businesses, talent markets and recruiting needs. Employer brand activity existed, but the organization needed a common strategy, clearer ownership and an Employee Value Proposition that could connect those efforts globally.
What I did
I built the employer brand and recruitment marketing function from the ground up. Within my first three months, I developed and activated Nasdaq’s first Employee Value Proposition. From there, I built the team, operating model and capabilities required to bring it to life globally — eventually leading more than 10 strategists and analysts across employer brand, recruitment marketing and related disciplines.
The capability expanded across
- Employer brand strategy
- EVP development and activation
- Recruitment marketing
- Candidate experience
- Careers content
- Employee storytelling
- Social strategy
- University partnerships
- Employer reputation
- Regional activation across North America, EMEA and APAC
Result
What started as a new capability became a global employer brand and talent attraction function embedded across recruiting and the broader People organization.
- First
- Nasdaq enterprise Employee Value Proposition
- 3 months
- From joining Nasdaq to EVP activation
- 10+
- Global strategists and analysts within the function
- 3 regions
- North America, EMEA and APAC
The outcome wasn’t a campaign. It was organizational capability that didn’t previously exist.
Case 02 · Nasdaq
Employee Advocacy / Employer Brand
3,000+
employees activated
$200K+
in earned media value · year one
Turning employees into one of the brand’s most powerful media channels.
Employer brand content becomes significantly more credible when employees—not just the corporate brand—are telling the story.
I launched Nasdaq’s employee ambassador program to make that possible at scale.
Rather than treating advocacy as an occasional social-media initiative, I built an activation model that gave employees a structured way to participate in employer storytelling while expanding the reach of Nasdaq’s talent brand through authentic employee voices.
The strategy connected employee participation, content distribution and brand amplification.
Result
More than 3,000 employees participated during the program’s first year, generating over $200,000 in earned media value. The program created a scalable employee advocacy channel while increasing the reach and authenticity of Nasdaq’s employer story.
Case 03 · Nasdaq
AI / Employee Experience / Career Development
What if employees could get career guidance without waiting for HR?
Career development is one of the most common employee experience challenges inside large organizations. Employees have questions about mobility, development and career opportunities, but answers are often distributed across policies, systems, managers and HR teams.
I saw an opportunity to rethink that experience using generative AI.
The experience
Employee
A real career question
AI career advisor
Structured knowledge · guardrails · employee journeys
Guidance
Accessible, on-demand and scalable
The idea
Create an internal AI career advisor that could give employees accessible, on-demand guidance at scale.
My role
I conceived the product and led it from idea through deployment. The work required much more than writing a chatbot prompt. I had to translate employee career needs, internal guidance and organizational policies into a usable AI experience—thinking through the knowledge architecture, employee journeys, guardrails, user experience and adoption.
The goal was simple: make career information easier to navigate while creating a scalable self-service layer.
≈2,500
Monthly employee users
The project changed the medium—not the objective. Start with a real employee problem, then use technology to make the experience dramatically easier.
Case 04 · Nasdaq
Careers Experience / Digital Strategy / Recruitment Marketing
Rebuilding the digital front door for talent.
For many candidates, a careers site is their first meaningful interaction with an employer.
That makes it more than a repository of job openings. It is a product, a brand experience and a conversion environment.
I led the strategy, design and launch of Nasdaq’s global careers site from early wireframes through implementation. My role shaped the information architecture, candidate journeys, employer brand content, employee storytelling, site governance, global content strategy and candidate experience.
After launch, I partnered with Nasdaq’s digital team to establish SEO, GEO and SEM strategy and incorporated behavioral analytics—including Hotjar—to understand how candidates navigated the experience.
01
Discover
SEO / GEO / SEM
02
Understand
EVP / Employee Stories / Content
03
Explore
Candidate Journey / Site Architecture
04
Act
Job Discovery / Conversion
Why it mattered
The careers site became the central digital expression of Nasdaq’s employer brand and a platform connecting storytelling, talent attraction and job discovery. It established infrastructure for continuously improving visibility and candidate conversion rather than treating the site as a one-time redesign.
Built from wireframe to global launch—and then managed as an evolving talent attraction product.
Case 05 · PepsiCo
Early Talent / Audience Strategy / Recruitment Marketing
+31%
Diverse applications
4 months
31% more diverse applications in four months.
Increasing representation in a talent pipeline requires more than broad awareness campaigns. It requires understanding which audiences you are trying to reach, what matters to them, where they spend time and how effectively each investment is moving them toward an application.
The challenge
PepsiCo wanted to strengthen diverse participation within its early-talent pipeline while creating more accountability around recruitment marketing performance.
The strategy
I led an audience-led strategy combining audience segmentation, market-specific messaging, social campaigns, paid media, lead generation, geo-targeted campus activation and talent partnerships.
I also built performance measurement frameworks and executive dashboards tracking applicant demographics, campaign performance and talent outcomes. That gave leadership visibility into what was working and the ability to optimize based on evidence rather than assumptions.
Talent attraction becomes significantly more powerful when employer brand thinking is paired with performance marketing discipline.
Case 06 · Universum
Consulting / EVP / Business Growth
The consulting experience that taught me how to diagnose an organization quickly.
Before leading employer brand inside companies, I spent eight years advising them.
At Universum, I worked with Fortune 500 organizations including Goldman Sachs, JPMorgan, UBS, Unilever, ExxonMobil and Charles Schwab across industries with very different businesses, cultures and talent challenges.
Every engagement started differently. Sometimes a company needed an EVP from the ground up. Sometimes its employer story no longer matched the employee experience. Sometimes the business needed to reach a completely different talent audience. My job was to understand the organization quickly enough to identify what was actually happening beneath the brief.
I led
- Employee listening sessions
- Senior executive interviews
- Market research
- Competitive employer analysis
- Talent audience research
- EVP development
- Recruitment marketing strategy
- Activation planning
The skill it built
Working across industries taught me how to enter unfamiliar organizations, understand the business context, identify patterns across qualitative and quantitative evidence, build executive buy-in and translate complexity into a strategy people could execute.
But I wasn’t only advising clients. I also helped build the business itself.
The business result
$30K → $1M+
Activation revenue in one year
- 120%
- Annual sales target achieved
- 90%
- Client retention
- 60%+
- Profit margin
Consulting taught me how to solve the problem in front of me. Building the business taught me how to make the solution commercially valuable.
The Through Line
Different problems. Same operating philosophy.
Whether I’m developing an EVP, building a global function, designing a careers experience or creating an AI product, I tend to approach the work the same way.
- 01Understand the business problem.
- 02Listen to the people closest to it.
- 03Find the patterns in the data.
- 04Make the strategy simple enough to explain.
- 05Build the infrastructure required to execute it.
- 06Measure whether anything actually changed.
The output might be a brand, campaign, platform, operating model or product.
The objective is always the same: create something useful enough to move the organization forward.
Across this work
Employer Brand Strategy
EVP Development
Talent Attraction
Recruitment Marketing
Candidate Experience
Employee Experience
Culture Strategy
Employee Advocacy
AI Product Development
Digital Strategy
SEO / GEO / SEM
Audience Segmentation
Paid Media
Employee Listening
People Analytics
Executive Advisory
Global Team Leadership
Operating Model Design
Have a problem somewhere between brand, talent and employee experience?
That’s usually where my best work starts.