For nearly a decade, I helped shape and scale one of the most celebrated holiday traditions in the country: Christmas at the Princess at the Fairmont Scottsdale Princess. What began as a festive resort activation evolved into a full-blown seasonal destination — drawing hundreds of thousands of guests each year and earning national recognition. From brand evolution and content creation to experiential storytelling and strategic growth, I led the transformation of the event through a creative lens — building campaigns that captured the magic while driving awareness, visitation, and engagement across platforms.

Each year brought fresh opportunity: new attractions to unveil, touchpoints to elevate, and a growing audience to delight. With a deep understanding of the luxury resort guest, I helped build a brand experience that balanced whimsy with sophistication — one that felt just as meaningful to a visiting family of five as it did to a Forbes Five-Star traveler.