Drove announcement strategy for Calm’s Series B fundraise. Instead of taking the exclusive route, we embargoed key business + tech media to drive the news far and wide. This announcement cemented Calm as the first unicorn mental health company, signaling the brand’s category leadership and changing mental healthcare landscape.

2022 was a busy year for Calm, kicking off with the brand’s first acquisition. Calm acquired Ripple Health Care to double down on mental healthcare. Alongside sharing news of the acquisition, we also announced executive changes, namely a new co-CEO.

Naomi Osaka’s sit out of media interviews during the French Open due to mental health was heard around the world – we knew we needed to act. Within 24 hours of her decision, Calm chimed in with support and declared we’d pay the fines for any other player who sat out press interviews due to negative mental health implications. We announced on social first to optimize for speed, and later amplified with press.

When Calm got the opportunity to advertise during CNN’s election coverage, we knew it was an opportunity we couldn’t pass up. We were committed to giving viewers a moment of Calm during what had already been a stressful election cycle. We didn’t anticipate the ad placement to go viral for comedic reasons, but we were happy we could provide a moment of levity during a tense evening.

Following a year of monumental brand wins, we were able to tell a deeper narrative on Calm’s marketing strategy and our work to treat mental health as health. We worked with Jeff Beer at Fast Company on an in-depth print feature detailing some behind-the-scenes, a flagship for us during my time at the brand.

Calm partnered with LeBron James to tout mental fitness and the integral role it plays in sports. We developed a 360 marketing campaign with James, alongside an in-app audio content series detailing Lebron’s mental fitness journey. We launched the partnership via a press and influencer event in LA, at the beginning of the NBA season.

During my time at Calm, I led comms for the brand’s international expansion into Korea, Japan, Brazil and Mexico, while sustaining comms in France, Germany and the U.K.

Calm created a new genre of audio content with its beloved Sleep Stories – bedtime stories for grown ups. We worked on a print feature with the New York Times to go behind the scenes of the popular genre.