Strategic compass
Creative hybrid
Curious troublemaker
I’m Annie—an award-winning creative strategy leader with 15 years of experience bridging human insight, cultural intelligence, emerging technology, and creative excellence. I’ve always thought of myself as a compass: drawn to the human truths that lead businesses toward sharper strategy and braver ideas.
Throughout my career, I’ve transformed platform behavior, consumer insights, and complex business challenges into high-impact brand strategies, integrated campaigns, and scalable creative systems. I’m a trusted partner to senior clients and cross-functional teams across financial services, telecommunications, government, retail, CPG, automotive, and technology. I am known for my ability to combine creative direction, strategic planning, data-informed storytelling, and executive leadership to unlock growth and make brands more human and culturally relevant.
Outside of work I can be found delighting in my three kids, plotting my next home renovation, wandering through an art gallery, or watching Bravo with a homemade milkshake in hand.
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Leads creative strategy across Financial Services and Telecommunications, bringing sales, insights, media, product, and creative teams together to turn complex business challenges into Reddit-native solutions.
Regularly develops vertical playbooks, strategic workshops, and original thought leadership that transforms community behavior and cultural tension into sharper strategy, braver creative, and stronger sales enablement.
Increased revenue influenced per Creative Strategy engagement by 464%—helping shift KarmaLab from high-volume RFP support toward fewer, higher-value strategic partnerships.
Served as a trusted creative partner to priority brands including American Express, U.S. Navy, Toyota, Verizon, Intuit, Xfinity, Rocket, and JPMorgan Chase—focused on developing culturally fluent strategies that build trust, unlock growth, and help complex brands be more human.
Spearheaded an XFN team of data scientists, sales leads, performance strategists and creative experts to develop Reddit's first-ever data-supported Creative Best Practices.
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Led consumer, culture, channel, and media intelligence for integrated brand strategy, translating emerging behavior into sharper creative briefs and full-funnel communications plans.
Mapped customer journeys, defined brand roles, and identified high-impact moments of connection across paid, owned, earned, and experiential touchpoints.
Partnered with creative, media, data, and account teams to turn human-centered insights into strategically grounded ideas for global brands and complex categories.
Empowered teams to anticipate cultural change and make confident creative decisions through first and third party research, including: Canvas8, Sparks & Honey, eMarketer, Comscore, and Forrester.
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Developed insight-led social strategies and creative briefs, then guided content from concept through execution across major consumer brands.
Partnered with creative, media, and analytics teams to measure performance, optimize content, and connect social activity to broader campaign objectives.
Managed daily community strategy across nine social channels reaching more than 500,000 fans, using real-time audience behavior to strengthen brand voice, responsiveness, and relevance.
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Worked directly with Global Chief Creative Officer and senior creative teams across the world to identify award-worthy work.
Assisted with global award submissions to creative shows, such as: Cannes Lions, D&AD One Show, The Clios, The Effies, and more.
Strategy brain
Creative Chops
Years of Receipts
a hot take:
Statistics are not insights.
An insight includes a tension that the creative idea can push off while giving the brand a unique role in the narrative. Might seem basic, but this is a foundational principal in my approach.
Want me to say more? Let’s connect.
“She knows when to challenge convention, when to push further, and consistently makes the work better ”
Annie is one of those rare people who pairs sharp strategic thinking with genuine empathy and kindness. She’s highly collaborative, deeply curious, and brings a strong point of view to everything she does. She knows when to challenge convention, when to push further, and consistently makes the work better. Beyond that, she’s a good person — thoughtful, caring, and someone I’ve genuinely enjoyed working with. She also loves expensive boots.
- Kaitlin McGirl, Head of Global Creative Strategy @ KarmaLab
recent awards
2025 Cannes Gold Lion | Social & Creator, Audience Targeting/Engagement Strategies
2025 Cannes Silver Lion | Media, Use of Social Platforms
2025 Cannes Shortlist | Creative Data, Social Behavior | Digital Craft, Personalised Storytelling & Experience | Social & Creator, Innovative Engagement of Community | Social & Creator, Content Placement