The work, and what it changed.

A 52-acre mixed-use village on a former dairy farm that didn’t fit any existing category: not a mall, not a strip center. Paid media treated it as an occasional destination; it needed to become part of people’s daily lives.

• Shifted from broad reach to local depth: the 3–5 mile radius and frequency over volume
• Built signature traditions: the Fourth of July parade, tree lighting and the Waterfight
• Created a Habitat for Humanity holiday partnership that raised enough to build three homes in its first year
• Served as the marketing liaison to architects, site managers and investors, working closely with the center’s advertising agency

An ICSC Maxi Award nomination, coverage from The Charlotte Observer to Chain Store Age, an invitation to speak at the Urban Land Institute, and traditions people still gather for two decades on.

Open a mixed-use waterfront destination (mainstreet, marina, a 10,000-seat amphitheater and the Southeast’s largest Ferris wheel) in a market still recovering from Hurricane Katrina, with minimal resources and no outside agency.

• Partnered with local schools to auction Ferris wheel seats and host “first rides” as a fundraiser
• Launched the amphitheater with billboards, aerial banners and live radio remotes
• Partnered with a nearby military base to fill the opening concert
• Built repeat visits with pre-show events and Fourth of July programming

More than $23,000 raised for local scholarships, a launch that looked and felt sold out, and rapid regional name recognition that carried into retail traffic and condo sales.

A respected boutique luxury firm with one Greenville office and an ambition to become the region’s definitive resource for luxury real estate, while honoring both the Christie’s brand and the character of each local market.

• Launched regional offices in Bluffton, Landrum and Lake Keowee, each with a localized brand story
• Led a graphic designer, photographer and marketing assistant behind one brand
• Created a co-branded relocation guide to Greenville and the Upstate, written and edited in-house
• Trained and onboarded agents on the Christie’s digital marketing suite so every agent became a brand storyteller
• Ran PR, media relations and annual agent meetings

Grew from 1 market to 4 and from 47 agents to 100+, with five editions of the relocation magazine produced at no cost to the company.

Contender America was growing from a single-category land infrastructure company into a diversified real estate enterprise spanning homebuilding, community development, hospitality and restaurants. Its new North Carolina homebuilding division needed everything a brand needs to go to market, starting from a blank page.

• Built the brand end to end: name, platform, identity and positioning, grounded in competitive analysis
• Designed the office environment and signage, website, and sales and customer communications
• Wrote a brand playbook so future expansion stays consistent
• Used AI-supported workflows to produce more with a lean team

Contender America Homes went from concept to market-ready with a brand built to expand, and seven office locations opened across the enterprise with full brand rollout.