Company Info for canoo.com | IcebreakerMembers
I’m a strategic communications executive with more than 15 years of experience across technology, entertainment, automotive, web3 and culture brands. I turn disruptive, innovative brands into icons. My sweet spot is translating complex products and technologies to make them accessible for external and internal stakeholders, including: customers, the general public, media, regulators and congress.
I develop and execute integrated communications strategies that drive awareness, shape reputation and unlock business growth and turn brands into icons. I partner with C-suite leaders to elevate executive visibility, secure premium media coverage and deliver high-impact speaking engagements.
Some of my select achievements include:
TikTok: Driving Trust Through Product Safety Education
Challenge: Dangerous challenges and data privacy led to regulatory scrutiny and public distrust.
Solution: Launch a safety education campaign targeting media, families, and policymakers to proactively demonstrate TikTok’s commitment to user safety.
Execution: Developed educational materials in partnership with ConnectSafely, FOSI, and PTA. Created an in-app Safety Center and hosted family education events.
Business Impact: Bolsterd TikTok’s safety story and mitigated concerns around data privacy. .
TikTok: Product Safety to Unlock Revenue
Challenge: When TikTok entered the U.S. market, it faced negative public perception due to bullying, dangerous challenges, and low-quality content. Advertisers were hesitant, and ad sales teams struggled to close deals.
Solution: I developed the “5Ps of Safety at TikTok” framework to provide a simple narrative to position safety as foundational to the platform:
• Product : Built-in features and settings to enhance user safety
• Policy: Community Guidelines
• People: Team of top industry-leading safety experts.
• Practices: Safety-enhancing practices
• Partners: Working with experts to inform and improve its safety strategy.
Business Impact: This work enabled consistent month-over-month ad revenue growth and laid the foundation a multi-billion-dollar business.
Canoo: Disrupting Automotive Launch for Maximum ROI
Challenge: As a new brand, Canoo needed to drive awareness but did not have budget for traditional $1M+ launches.
Solution: I adopted a tech-driven approach by creating a virtual product introduction event to deliver an impactful launch at a fraction of the cost.
Business Impact: Reduced launch costs by 90% while achieving unprecedented coverage and global market traction. 8x increase in web traffic and 15K pre-orders 
