CVS Pharmacy – Healthy Beauty Campaign

Pioneered a category-defining brand operating model that fused sport, music, and street culture—translating urban cultural insight into product launches, advertising, and grassroots marketing that redefined how the brand connected with youth audiences.

Results: Grew Reebok's overall market share from 12% to 16% through culturally-driven urban marketing strategy; launched Allen Iverson's debut shoe, The Question, as the fastest-selling basketball shoe in Reebok history; achieved 40-48% sell-through rates across multiple product launches within the first 30 days at retail.

Repositioned Microsoft inside youth culture by creating Softwear by Microsoft—an apparel line inspired by tech pioneers and 1980s socially conscious hip-hop—and launching it through fashion, music, and live experience.

Results: 35M+ earned media impressions, 400+ influencers at the NYC launch, coverage in 59 lifestyle outlets, and a viral performance by Common that introduced Microsoft through culture first, product second.

Shifted culture from standalone initiatives to operating infrastructure by embedding the CI Operating System™ into leadership systems, talent practices, and employer branding.

Results: a 46% reduction in staff attrition, an 85% graduation rate for the Inclusive Leadership Academy, and 53% workforce adoption of the Everyday Inclusion app.