When I joined Wounded Warrior Project in FY19, the organization was still rebuilding its brand following a highly publicized crisis that had significantly damaged public trust and caused gift-in-kind (GIK) media value to plummet.

 

One of my first priorities was to transform our public service advertising — replacing older creative with fresh, emotionally resonant campaigns that would re-engage media partners and remind the public why WWP's mission mattered.

I led the creative development of multiple national TV, radio, print, and out-of-home public service announcement campaigns — working directly with producers from concept through final cut. These new campaigns were instrumental in re-energizing our media partnerships and driving a significant recovery in gift-in-kind media value.