At Whalerock Industries, I led a cross-disciplinary creative team responsible for shaping some of the most influential digital products and pop-culture marketing moments of the 2010s. My team—spanning art directors, producers, editors, photo editors, copywriters, and retouchers—created digital products, branded content, and social media marketing for clients like the Kardashian-Jenner sisters, Zendaya, and Tyler, the Creator. The work earned two Webby Awards and regularly generated viral, culture-defining buzz.

During my tenure, we launched the Kardashian-Jenner sisters’ five subscription apps, all debuting at #1 in the App Store, along with Kylie Merch and the viral KIMOJI App, which became so popular it briefly crashed the App Store. Most notably, we spearheaded branded, social, and marketing content for Kylie Cosmetics, KKW Beauty, and KKW Fragrance—beginning with the original Kylie Lip Kit, which sold out in 10 minutes and launched a billion-dollar business.

Our work not only shaped the visual worlds and content strategies that introduced these brands to the public, but also formed the blueprint for celebrity-led, DTC digital brands, setting a new standard for social-first beauty marketing that’s still used today.