Laying the foundation for a world-class in-house agency at one of America’s most beloved food brands

Overview / The Opportunity

I joined Chobani as the first creative hire tasked with helping to build an internal agency from the ground up. At the time, all content was outsourced—and while the brand had a strong mission, its creative operations were siloed, costly, and inconsistent.

I saw an opportunity to bring speed, scale, and creative cohesion in-house.

Over my time at Chobani, I led content creation across campaigns, social, photo, video, motion, and experiential—while also building the systems, tools, and infrastructure to support a scalable, future-facing internal creative team.

What I Built

As a strategic creative lead embedded with Marketing and Social, I built workflows, partnerships, and production capacity that allowed Chobani to operate like an agile content studio—delivering high-impact creative across brand pillars, platforms, and cultural moments.

Key initiatives included:

In-house content systems – Developed internal creative workflows, briefing processes, and review infrastructure across content types
Photo & video studio creation – Spearheaded the buildout of Chobani’s first internal photo/video studio, enabling quicker content turns and reducing external production spend
Cross-functional collaboration – Worked directly with the CMO and in partnership with Social and Marketing to align on strategy, calendar planning, and campaign execution
Hybrid production model – Led internal content creation while scaling through external partners when needed, flexing up for large campaigns and experiential activations

Creative Work Highlights

From culture-forward partnerships to broadcast and branded content, I created campaigns that resonated across platforms and audiences.

Notable work includes:

Rio de Janeiro Olympics

Culinary

#HelloSummer

TV

Chobani Oats - #StopSadBreakfast

Cultural Moments

Drink Chobani Product Launch

Outcomes & Legacy

Significant reduction in production and agency costs by shifting content creation in-house
Faster, more responsive creative output aligned with social and seasonal needs
Built internal infrastructure that positioned Chobani to scale content in future campaigns
Top-performing campaign asset reshaped how the brand approached cross-platform storytelling

Closing Thought

I wasn’t just executing content—I was architecting the foundation for an in-house creative culture. By merging production chops with systems thinking, I helped Chobani deliver more meaningful creative work—faster, smarter, and closer to the heart of the brand.

Chobani