I'm Joe—I spent way too much time perfecting this sentence, but I'll gladly tell you about my reptiles while I obsess over your next campaign.
revolving photos here
Audience Detective • Story Strategist • Systems Builder
My career started by serving people, first in restaurant management, then in healthcare. Today, I bring that same people-first mindset to creative strategy, content, and helping businesses build stronger connections with their audiences.
Projects & Recent Work
01: How do you help the casting associate behind Skyler Zurn (Obsession) grow her coaching business?
Jordyn Aquino Coaching sought support in strengthening its business strategy, client experience, and long-term growth. Having already worked closely with the business, I was in a unique position to combine my knowledge of the brand with my background in advertising and creative strategy.
Problem
Insight
Need to add: Social Media Strategy & PR, Client Relations, intake and onboarding forms, competitive analysis, creative strategy brief, business expansion proposals, market research, social listening/social audits, onboarding materials, administrative support materials, copywriting, email templates, etc.
Objective
Strategy
Through primary research, cultural analysis, and a Japanese philosophy called Ma, we gave Fairfield by Marriott something it was missing in Japan. A cultural identity locals could actually connect with. The result was a full integrated campaign built around a kawaii sparrow, city-wide scavenger hunts, and the idea that rest has a name.
Problem
Japan already had a word for what Fairfield could be.
間
Ma. The Japanese concept of intentional restorative space. No hotel brand had claimed it, so we built an entire campaign around it.
“The Smart Pause for Every Journey.”
Establish Fairfield by Marriott as a value choice for hardworking urban couples seeking a short, restorative, and culturally meaningful escape from daily stress.
Reposition
Objective
Use guerrilla marketing at high-traffic transit locations to create cultural buzz through immersive experiences
Leverage
Shift Fairfield from overlooked Western import to accessible, value-driven choice for Japanese domestic travelers
Give a foreign brand a cultural lane locals would actually choose
02: How do you earn trust in a country shaped by centuries of tradition?
Strategy
Fairfield wasnt loosing on price or location. It was loosing on belonging.
Young Japanese travelers had ryokans for the soul and business hotels for the price. Fairfield was neither.
Insight
Claim Ma as Fairfield’s brand territory and activate it through a mascot, scavenger hunts, and earned media.
Collaborate
Localize
Partner with local travel agencies and Japanese social media influencers to build visibility and trust among domestic travelers
Incorporate traditional Japanese elements and concepts into every touchpoint
The creative concept was Press Pause. Built on Ma. Brought to life through Suzufu, a kawaii sparrow mascot, city-wide Pause Stations hidden inside Tokyo's busiest transit hubs, and a social media scavenger hunt that connected Fairfield to the feeling of rest before anyone ever booked a room.
03: How do you incorporate ethics into a field designed to influence people?
By 24, I've already seen a lot. Growing up in a Southern home, working in customer service at 16, and seeing patients every day, from the nursery to end-of-life oncology care, I lead my personal and professional life by a deep code of ethics, one I bring directly into how I approach advertising. Here's what that looks like in practice.
Ethical Decision-Making
When there's no clean answer, I don't guess. I bring a real framework to weigh the tradeoffs, so a company gets a defensible decision instead of a rushed one.
Client Communication
I'll tell a client what they need to hear, not what's easiest to say. That means fewer blown-up expectations down the line, and clients who trust what you tell them.
Crisis & Reputation Management
When something's already gone wrong, I lead with accountability, not spin. That protects the relationship and the reputation longer than damage control ever does.
Responsible AI Integration
Let's face it, the public hates AI when it comes to creativity. It's also not the best writer or storyteller. What it can do is make things faster and improve optimization. For a brand, that means speed without losing the trust that comes from people knowing you're actually there. An inbound, people-first approach means a real person is always behind the scenes