Inside culture, outside story
I’ve helped companies turn the employee experience into stories people can see, feel, and believe, both inside the company and out in the world.
Across Benchling, Pure Storage, Sephora, and other fast-moving organizations, my employer brand work has focused on connecting internal culture to external perception. That means finding the real stories already happening inside a company, shaping them into content, and building the systems that help employees feel seen while giving candidates a more honest sense of what the organization is like.
The goal was never to make culture look perfect. It was to make it visible, specific, and believable.
#TeamScience
The goal:
Create an employer brand strategy that felt true to Benchling’s science-driven culture and gave employees a shared identity beyond standard corporate values language.The work:
I helped build #TeamScience as an employer brand idea that could live across LinkedIn, recruiting content, internal communications, employee storytelling, swag, templates, and culture moments.The concept gave employees language for what made Benchling different: a team connected by curiosity, collaboration, and the impact of supporting customers doing meaningful scientific work.
The result:
The #TeamScience campaign supported LinkedIn content that achieved a 13.2% engagement rate, significantly above FY23 and industry averages.
Life@Pure
The goal:
Make Pure Storage’s culture more visible externally while strengthening employee connection internally during a period of remote work and organizational change.The work:
I built and launched the Life@Pure employer brand strategy across Instagram, LinkedIn, and Glassdoor, connecting employee stories, internal moments, and culture content to the external talent brand.I also supported the internal channels that helped source and reinforce those stories, including newsletters, digital signage, internal video, campaign materials, and Pure TV.
The result:
Life@Pure created a more consistent bridge between internal culture and external storytelling, giving employees more ownership in how the company showed up and giving candidates a more human view of the organization.
SephoraLife
The goal:
Connect employee communications with employer brand storytelling in a way that reflected Sephora’s culture, people, and retail energy.The work:
I partnered with employer branding and HR to support employee storytelling across programs, blogs, internal communications, and social campaigns, including content connected to @sephoralife and employer brand blog storytelling.I also managed internal channels including the intranet, weekly newsletter, internal TV channel, and communications inbox, helping employee stories move across the channels where people were already paying attention.
The result:
The work helped drive a 60% increase in intranet readership and strengthened the connection between employee communications, culture storytelling, and employer brand.
