Freehold Group
Freehold is a comprehensive marketing, design, and production agency. I lead cross-functional teams with a focus on aligning people, systems, and goals to deliver high-impact retail and brand activation experiences. My work integrates strategic vision, operational rigor, and human-centered leadership—bridging project execution with seamless, guest-centered outcomes.
As Project Manager, I directed the transformation of Gap’s NYC Flatiron District store from a white-box shell into an immersive flagship experience, complete with custom high-end fixtures and design. Originally envisioned as a “lab” build, the project was elevated to flagship standards, setting a new global benchmark for Gap stores. I streamlined workflows, realigned team efforts, and ensured delivery on time and within budget.
Guided by a commitment to clarity, empathy, and results, I fostered strong client partnerships through open communication, clear expectations, and aligned goals. The project’s success underscored my ability to lead complex, high-stakes, collaborative initiatives and demonstrated my commitment to delivering premium, scalable experiences.
For Nike/Jordan’s NBA All-Star Weekend 2025, I led the execution of two distinct Shoe Palace activations in San Francisco and Oakland, each bringing a unique brand story to life. In San Francisco, we transformed a newly acquired black-box space into an immersive celebration of female athletes, featuring three distinct styling and programming zones. In Oakland, we reimagined an existing Shoe Palace location into a bold tribute to Jordan’s “Unbannable” campaign.
With just over a month for production and two weeks for installation, live programming, and strike, I navigated complex permitting, prop sourcing, environmental design, and last-minute client pivots. Overseeing cross-agency collaboration, I aligned design elements, runs of show, and product launches with uncompromising standards—delivering high-impact, seamless brand experiences in both cities.
