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"Marketing wasn't my starting point. People were. And helping people access care has remained the through-line of my work ever since."
I didn't come into marketing on purpose. I came as a result of hearing story after story of individuals coming to receive care far too late. And that felt unacceptable to me.
I found my passion for marketing through hospice rooms, crisis conversations, intake processes that broke people down, and systems that were harder to navigate than the pain that brought someone there in the first place.
Before I ever wrote a campaign, I sat with grief.
Before I ever optimized a funnel, I watched families weigh the cost of care against the cost of survival.
What I saw, again and again, was not a lack of need — it was a lack of access. People were not finding support when they needed it most. They were hitting walls. Missing opportunities for care. Falling through systems that were never designed with their realities in mind.
I moved into behavioral health marketing because I could no longer ignore the role communication plays in access. And I didn't agree that we had to keep doing marketing the way its' always been done, simply because change is complex. Messaging, trust, clarity, and dignity are not secondary to care — they are the doorway to it.
INW Creative was built on the belief that behavioral health marketing cannot be separated from the people it was created for. If a strategy does not understand fear, shame, mistrust, family pressure, financial instability, and emotional exhaustion, grief, it will not work.
I am deeply proud of the teams I have partnered with who share this commitment — organizations willing to rethink how they speak, who they center, and how they show up for the people who need them most.
What I Bring to an Organization
Rather than provide a portfolio of projects (because honestly, my work is more complex and interwoven than that), allow me to give insight into how I show up inside systems.
Clinical Education + Foundation
Licensed Master Social Worker (LMSW)
Certified Grief Counselor
Clinical program development and senior leadership background
Trauma-informed, identity-affirming care framework
Deep understanding of how people actually experience intake, referrals, insurance, and treatment navigation
Strategic Marketing Leadership
Behavioral health, healthcare, and nonprofit marketing strategy
National program launches and multi-channel campaigns
Education-driven growth models and clinician engagement
Relational marketing systems designed to reduce access barriers
Ethical storytelling frameworks that protect lived experience
Lived-Experience Storytelling
Prioritization of storytelling through the lens of real lived experience
Alumni and lived-experience program development
Social campaigns rooted in dignity and community building
Trust-based influencer and community partnerships
Translation of complex clinical language into human communication
Partnership + Systems Building
National nonprofit and treatment-center collaborations
Cross-team partnerships spanning providers, advocates, clinicians, and community leaders
Referral ecosystem strategy and access-pathway design
Embedded leadership inside organizations preparing for growth or change
"I function as an essential bridge across an organization - between marketing and clinical, leadership and community members, and between organization goals and storytelling that helps make those goals achievable."
I don’t sit neatly inside a single department - and that is intentional.
My work lives in the spaces where misalignment usually happens: where clinical insight never quite makes it into marketing, where leadership goals feel disconnected from community reality, and where powerful stories are left untold because no one knows how to hold them with care.
Because of my background in social work, grief counseling, and behavioral health leadership, I am able to translate across these worlds in real time. I understand what clinicians worry about when their work is represented publicly. I understand the pressure leadership feels to demonstrate growth and sustainability. And I understand what people in need of care are actually searching for when they land on a website or open an email.
That translation becomes strategy.
It becomes messaging that reflects clinical integrity without losing clarity. Campaigns that meet organizational objectives without losing humanity. Partnerships that grow reach while protecting trust.
When I step into an organization, my role is to help every part of the system speak the same language, so people can find care sooner and with less fear.
If this resonates with you, I think we should talk!
Let's Work
Together
208-446-8533