Brand Strategy, Community Systems & Narrative Leadership
Role
CONCEPT DEVELOPMENT & NARRATIVE ARCHITECTURE CREATIVE DIRECTION & PRODUCTION OVERSIGHT
COMMUNITY PARTNERSHIP & ATHLETE COLLABORATION VISUAL STORYTELLING STRATEGY
UGC & COMMUNITY-LED NARRATIVE INTEGRATION
CAMPAIGN DEVELOPMENT & DIGITAL ADAPTATION
Changing Tides is a mission-driven organization that enables underserved young women to build confidence through mentorship, education, and the transformative power of surfing.
Changing Tides was built over nearly a decade through grassroots, community-led efforts rooted in surf culture. As the organization matured, there was an opportunity to build the brand, marketing, and communication systems needed to support sustainable growth and expanded impact.
The Challenge
Translate a powerful but informal, community-led brand into a structured organization with clear positioning, scalable storytelling, and the ability to grow across new markets—without losing authenticity.
Strategic Approach
A core focus of my work has been building the foundational systems behind the brand—spanning messaging, content, campaigns, and partnerships.
I developed the organization’s brand positioning and messaging architecture, clarifying how surf mentorship translates into confidence, personal growth, and community impact. This created a consistent narrative that could scale across programs, campaigns, and geographies.
I built early-stage content and campaign systems to support ongoing storytelling, integrating organic content, paid media, and community-generated narratives. This allowed the organization to increase visibility while maintaining an authentic, community-driven voice.
In parallel, I led creative direction across campaigns and managed partnerships, including collaborations with professional athletes and aligned organizations, expanding reach and credibility.
I also initiated and led the first formal strategy session in the organization’s 10-year history, facilitating alignment with the Board of Directors and leadership on long-term vision, positioning, and growth priorities.
Seaster Stories - Flagship Campaign & Community Platform
Seaster Stories is Changing Tides’ annual storytelling event, bringing together surf culture, women’s voices, and community experience.
The event has become a central brand and community touchpoint, drawing 300+ attendees and generating meaningful press and recognition.
This year, the event is evolving through a strategic collaboration with Girl Grom Surf Club, expanding reach to a younger audience and strengthening the long-term pipeline of community engagement.
Scope of Work:
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Refined event positioning and narrative direction
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Built partnership and collaboration strategy (including athletes, creators, and aligned organizations)
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Integrated digital storytelling and paid amplification
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Aligned the event with long-term community growth and brand strategy
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Strengthened messaging clarity and consistency across channels
In parallel, we are exploring opportunities to extend impact beyond the event itself, including potential curriculum partnerships that would allow the Changing Tides Surf Mentorship Program to reach new communities through aligned organizations.
Positioned not just as an event, but as a scalable platform for brand identity, community trust, and long-term growth.
Impact
This work strengthened brand clarity and consistency across all channels, creating a more cohesive and scalable presence that better reflected the organization’s mission, values, and community.
The recent Oʻahu Untamed campaign significantly expanded visibility, earning the organization the cover of Daybreak Magazine along with a multi-page center feature. The campaign also increased broader awareness and generated additional media coverage across California and New York, extending reach beyond the organization’s core audience.
The systems, storytelling frameworks, and partnerships established now support continued growth across programming, collaborations, and future markets while preserving the authenticity and community-centered identity that define the brand.
Why It Matters
Many mission-driven organizations are built on powerful community energy but lack the structural systems needed to scale sustainably
This work focused on bridging that gap—building the infrastructure behind the story. The goal was not to commercialize the organization’s voice, but to strengthen its ability to communicate impact, deepen community connection, and support long-term mission sustainability.
A Closer Look
BRAND & GROWTH STRATEGY
Led a comprehensive brand cleanup and established scalable systems across marketing, programming, and community engagement. Relaunched the ambassador program, developed school and corporate program overviews, and created partnership materials to strengthen visibility and credibility.
Building on Changing Tides’ established surf programs in the San Diego area, we expanded into skate mentorship, extending our reach and impact while maintaining program quality. These efforts were recognized through our official partnership with Monarch School, underscoring the strength and credibility of our programs.
Directed the first-ever organizational multi-day strategy session, collaborating with former P&G leaders from The Clay Street and Innovation Projects, to define long-term direction, sustainable funding streams, and a replicable business model. Efforts contributed to measurable growth across programming, partnerships, and community impact.
BRAND REFRESH
Co-directed the Untamed Oʻahu photo and storytelling series, exploring women’s empowerment through connection to the natural world and creative expression. Collaborated with photographer Bryanna Bradley, whose audience reaches 15k+, and featured Changing Tides ambassador and professional big wave surfer Katie McConnell, alongside professional big wave surfer Raquelle Heck. This athlete-driven storytelling strengthened community credibility and expanded reach within the surf ecosystem. Secured brand partnerships for the shoot with Olukai, Strait the Label, and local jewelry designer ShipWrecked.
The series was featured on the cover of Daybreak Magazine with a multi-page center spread, elevating Changing Tides’ visibility and establishing a repeatable framework for environmental storytelling that connects local activation with global community voices.
O'AHU UNTAMED + DAYBREAK MAG.
YEAR END CAMPAIGN
Created and executed a fully integrated three-week drip campaign leading up to the biggest donation asks, leveraging Changing Tides’ 9k+ email subscribers and 43k+ Instagram followers. Developed storytelling, graphics, and content to highlight program impact, drive engagement, and inspire giving.
The campaign featured tiered giveaways, including It’s Only Drowning by David Litt and premium partner contributions: Patagonia (~$500 in apparel), Coconut Peets (~$1,000 surfboard and gift cards), and additional items from surf partners. Over the course of the campaign, we successfully raised over $14,000 and increased brand awareness and engagement.
It culminated in a combined Holiday Surfer’s Party with Girl Grom Surf Club, amplifying community connection and visibility, supported by brand donations from Aloha Collection, Active Skin Repair, Reef, Igloo Coolers, Dometic, Creatures of Leisure, and more.
YEAR END CAMPAIGN
PROGRAM EXPANSION
Refreshed existing surf programming and helped launch a new skate mentorship initiative, creating school and corporate materials designed to support future licensing, expansion, and new audiences. For surf, this meant clarifying and packaging an existing program to scale impact without overextending the team. For skate, it meant creating a brand-new offering that reaches more girls inland and teaches skills that can also serve as transportation.
Developed the full suite of supporting materials, including program overviews, launch campaigns, hype reels, and student workbooks, helping transform Changing Tides from event-based programming into scalable educational offerings.
Also developing a new bilingual mother-daughter program with Groundswell Community Project and Casa de Amistad focused on menstrual health, sex education, and communication across generations.
MARKETING ASSETS
A collection of marketing assets created to support partnerships, fundraising, programming, and community outreach across Changing Tides. Includes sponsorship decks, ambassador materials, event posters, leave-behinds, partnership one-sheets, social graphics, and tabling collateral designed to create a more cohesive, recognizable, and scalable brand presence.
MARKETING ASSETS
SEASTER STORIES FILM NIGHT
I am leading the creative direction for the 10-Year Anniversary Film, collaborating closely with professional surfer Leah Dawson and the original Changing Tides founding team to craft a narrative that captures the organization’s impact and community story.
In parallel, I am co-directing the full event execution, overseeing venue selection, partnership coordination, and sponsorship strategy. This work positions Seaster Stories as a flagship initiative for brand visibility, donor engagement, and long-term community impact, combining storytelling, experiential design, and strategic growth oversight.
Last year, I created the organization’s first impact report for donors, establishing a framework for measuring and communicating program outcomes.
View Deliverables
SEASTER STORIES FILM NIGHT
A Few More Wins
2026 STRATEGY SESSION
Led the organization’s first formal strategy session, partnering with former P&G leaders from The Clay Street and Innovation Projects to define priorities for 2026 and beyond. Facilitated conversations around growth, funding, programming, and operations, then translated insights into a clear roadmap focused on sustainable revenue streams, stronger partnerships, and long-term scalability.
SKATE LAUNCH
Helped launch Changing Tides’ first skate program, expanding the organization’s reach beyond coastal communities and into inland schools and neighborhoods. Led strategy, messaging, and creative development, including launch materials, program overviews, hype reels, and supporting curriculum.
BRAND REFRESH & AMBASSADOR RELAUNCH
Led a broader brand refresh to create a more cohesive, elevated, and recognizable identity across all touchpoints. Relaunched the ambassador program, bringing in professional athletes and community voices to strengthen brand credibility, increase visibility, and deepen engagement.
CORPORATE PROGRAM
Created a new corporate team-building program designed to translate Changing Tides’ mission into a scalable offering for companies. Developed the positioning, messaging, and presentation materials, creating a new revenue opportunity while expanding the organization’s reach beyond traditional programming.
YEAR-END CAMPAIGN
Created and executed a three-week integrated fundraising campaign across email, social, donor journey, and giveaways. Reached 9k+ email subscribers and 43k+ Instagram followers, raising more than $14,000 through narrative-driven content, strategic donation asks, and partner-supported giveaways.
LEUS COLLABORATION
Led the strategy and creative development for a custom Changing Tides collaboration with Leus, including product vision, design brief creation, and designer selection. The collaboration expanded the brand into merchandise while creating a new opportunity for partnership, fundraising, and community connection.
LICENSING & CURRICULUM DEVELOPMENT
Developed a framework for licensing surf and skate curriculum to expand impact without overextending the team. Refreshed existing surf materials, introduced licensed therapist input, and created new curriculum overviews and student workbooks designed for schools, partners, and future program leaders.
SPONSORSHIP TIERS & DONATIONS
Designed sponsorship materials and partnership tiers to support fundraising, events, and brand collaborations. Built clear, compelling material that helped position Changing Tides as a credible, mission-driven organization and strengthened conversations with prospective partners and sponsors.
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Curriculum Workbook
Designed educational workbook pages that supported surf and skate programming through guided reflection, activities, and skill-building.