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GirlTrek Brand Development + Growth

As Chief of External Affairs for the largest public health nonprofit for Black women and girls in the US, needed to drive communications strategy for international audiences and achieve significant membership growth.

Date

2016-2022

What I Did:

  • Defined and executed communications strategy 

  • Developed executive visibility and thought leadership programs

  • Managed on-the-ground social media and press for events of 1,000+ people

  • Cultivated partnerships with influencers such as Halle Berry and brands including GoPro and Athleta

  • Brokered historical conversations between daughters of civil rights leaders

Results

  • 100M+ impressions across multiple social media events

  • $20M+ in earned media through press coverage (Washington Post, BET, NPR, GMA, Today Show)

  • 126.9% membership growth, reaching 1M member milestone in 2020

  • $1M+ in in-kind donations and products received through partnerships

  • $500,000 raised over five days through Michael B. Jordan and GOAT partnership

Get Free 2025: Black Feminist Future

Intergenerational Black feminist gathering in New Orleans aimed to advance organizing, celebrate leadership and joy, and build strategic movement power featuring Angela Davis and Paris Hatcher.

Date

June 2025

What I Did:

  • Developed strategic communications campaign for multilingual and multigenerational visibility

  • Secured coverage across prominent outlets and strategic social platform amplification

  • Managed media relations and influencer engagement across 10 languages

  • Positioned BFF as thought leader in Black feminist organizing nationally and internationally

Results

  • 2.1M+ impressions across platforms

  • 16 pieces of press coverage from Black-led, feminist, and mainstream outlets

  • 12,000+ minutes watched on Instagram Live sessions

  • Coverage in 10 languages with global reach across multiple continents

  • 40+ high-profile interviews and 2,500+ shares by partner organizations

#MSVisibility Campaign - Genentech

Multiple sclerosis was widely misrepresented as a "white woman's disease," leading to under-diagnosis and under-treatment in Black and Hispanic/Latinx communities who often experience more severe symptoms.

Date

2022

What I Did:

  • Developed bold storytelling campaign to reframe MS as affecting diverse populations

  • Crafted culturally grounded messaging and story arcs

  • Engaged influencers like Brandee Evans to share authentic caregiver narratives

  • Developed content and educational resources with cultural humility

Results

  • 98M+ potential media impressions across bilingual news outlets

  • 2M+ video views across campaign content

  • First Genentech campaign to create dedicated platforms for Black and Hispanic/Latinx MS communities

  • Elevated community trust and visibility in MS care conversations

Uncovering TNBC Campaign - Merck

Black women are disproportionately impacted by triple-negative breast cancer, facing later diagnoses, more aggressive disease, and fewer treatment options. Merck wanted to build credibility and reach Black women with resonant resources.

Date

2023

What I Did:

  • Co-developed national campaign to educate, support, and empower Black women through culturally grounded storytelling

  • Created magazine-style platform featuring patient stories, resources, and videos

  • Partnered with TV personality Nina Parker as campaign host and caregiver

  • Developed content on genetic testing, care navigation, and self-advocacy

  • Led earned media outreach in multicultural markets

Results

  • Positioned Merck as a trusted equity partner in breast cancer care

  • Deepened engagement through storytelling that honored lived experience

  • Delivered actionable tools for navigating TNBC

  • Strengthened community trust and visibility of TNBC in public health discourse

Black Birth Matters Summit 2024 - Birthmark Doula Collective

Summit focusing on crucial issues where birth and social justice intersect, centering Black experience to advocate for better birth outcomes and experiences for Black families.

Date

2024

What I Did:

  • Developed earned media outreach strategy to promote summit and position Birthmark as thought leader

  • Secured interviews across TV, radio, and digital platforms

  • Built relationships with local media for ongoing coverage opportunities

Results

  • 10 earned media placements across TV, radio, and digital

  • 30.7M total potential reach

  • 250K estimated online views

  • Generated future media interest from WGNO, NPR affiliate, and The Advocate

  • Positioned Birthmark as thought leader in statewide maternal health landscape

Uncovering TNBC Campaign - Merck

Black women are disproportionately impacted by triple-negative breast cancer, facing later diagnoses, more aggressive disease, and fewer treatment options. Merck wanted to build credibility and reach Black women with resonant resources.

Date

2023

What I Did:

  • Co-developed national campaign to educate, support, and empower Black women through culturally grounded storytelling

  • Created magazine-style platform featuring patient stories, resources, and videos

  • Partnered with TV personality Nina Parker as campaign host and caregiver

  • Developed content on genetic testing, care navigation, and self-advocacy

  • Led earned media outreach in multicultural markets

Results

  • Positioned Merck as a trusted equity partner in breast cancer care

  • Deepened engagement through storytelling that honored lived experience

  • Delivered actionable tools for navigating TNBC

  • Strengthened community trust and visibility of TNBC in public health discourse

@2025 jewel marie + associates

Let's build something powerful. 

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