As a seasoned digital content producer and creative manager, I specialize in crafting compelling narratives that elevate corporate messaging and drive audience engagement. At NAPA and its parent company, Genuine Parts Company (GPC), I lead content production for digital platforms, ensuring brand consistency across corporate communications, public outreach, and strategic initiatives. I spearhead rebranding efforts, optimize video strategies for social media, and produce high-impact branded content to reinforce both the NAPA and GPC company culture, messaging, and efforts to give back to the community. My expertise in storytelling, motion design, and copywriting helps translate complex ideas into engaging, accessible content that strengthens brand identity and audience trust.

From this…

…to this.

Challenge:

Having been the dominant player for nearly 100 years in the B2B automotive aftermarket and standing up to heavy competition in the B2C markets, NAPA Auto Parts discovered that their brand had become more than a little stale visually. While NAPA had maintained it’s trusted and knowledgeable reputation with the older generation of business owners and automotive technicians, a major challenge the brand faced in the coming decade was the lack of brand recognition with younger generations (Gen Z and younger). Their outdated branding had become a drain on their viability as modern, competitive automotive player. If they wanted to exist for another century, it became clear that NAPA Auto Parts needed to refresh their appearance and messaging to indicate they are a still a titan of industry and capable of adapting and thriving in a fast-paced and constantly evolving global ecosystem.

Insight:

As research and development on the new brand identity and visualization began, it became clear that their visual identity was one of the biggest drains that NAPA was experiencing in the market. The data was clear: if NAPA wants to reach younger technicians and reignite the passion in their existing customer base, they needed to focus their messaging on modernization in the automotive market and provide the visual branding to clearly indicate their ability to thrive today.

Result:

Over the course of approximately 2 years of research and development, NAPA reinvigorated its brand identity. The creative work and deliverables put forward by the internal marketing team and agency partners helped to underscore the importance of maintaining a finger on the pulse of the industry and constantly maintaining flexibility and room to maneuver when considering messaging for future generations.

Ensuring Brand Consistency:

While it is one challenge to transform an aging brand into a sleek and modern one, it is an entirely different challenge to implement this new look and messaging on a global scale. With thousands of stores scattered across North America, Europe, Asia, and Australia, we needed to ensure that we educate our team members as to why we are doing this as well as align our voice and strategic thinking to this new message.

A complete update to all existing NAPA branding will take years to fully execute simply due to the massive scale on which it operates, however setting our stakeholders up for success by educating them on how to properly leverage the new brand was one of our biggest priorities.

This is where I was able to flex my strategic skills and creative direction. In collaboration with the Brand Strategy Manager and several key stakeholders, I developed an educational series that was distributed within our internal platforms. These videos provide quick, digestible segments that provided dos and don’ts for implementing the new branding and assets.

Condensing down years of development and reasoning was a challenge, however providing our nearly 60,000 employees a high-level educational series to watch every week allowed us to execute an exceptional rebrand campaign that produced worldwide success.

From this…

…to this.

Driving Engagement and Sales

One standout project includes a high-impact video campaign for NAPA’s Battery Rebate promotion, strategically designed to enhance customer awareness and participation. Through compelling visuals, dynamic motion graphics, and clear messaging, I streamlined the customer journey, illustrating how shoppers could effortlessly claim a $20 prepaid Visa card as part of the rebate offer.

By aligning creative storytelling with NAPA’s business objectives, my content not only elevates brand visibility but also supports revenue growth by optimizing promotional messaging for maximum impact. Leveraging data-driven insights, I craft visually engaging and conversion-focused content tailored for digital platforms, ensuring seamless integration with broader marketing initiatives. My expertise in creative direction and content strategy continues to strengthen NAPA’s brand presence while delivering measurable results.

Challenge:

As the NAPA Auto Parts brand name and recognition continues to grow each year, so too does the number of people employed. With the number of employees gravitating around 60,000, it became increasingly clear based on numerous sales metrics and customers having to return to a NAPA store due to wrong parts sold, additional parts needed for a job, or just having questions, our staff and technicians needed additional educational resources for new hires and customers alike. The NAPA brand is built upon our expertise and experience, so writing and developing materials to reinforce this messaging became necessary to ensure our authenticity and know-how.

Insight:

A brand can spend a century building up its reputation as professional and experienced in all of the right ways, but it can lose credibility in an instant with a consumer that has a bad experience and word of mouth gets out. In order for NAPA to remain the dominant force in the U.S. as the parts and care service provider, we needed to ensure that our newest techs and employees were capable of speaking efficiently and accurately about the long line of products available to both businesses and consumers.

Result:

I co-led the development of the NAPA Auto Parts educational series with esteemed personality Tom Clarke as our spokesperson. In this series, we provided a high-level overview of the various tiers of products offered at NAPA in major categories. The production of this series ensured that new hires and business associates or customers with questions could find and watch a reliable resource to educate themselves and help inform their purchasing decisions.

Junior Achievement Discovery Center of Georgia

I don’t just create content—I craft experiences that connect brands with their audiences in meaningful ways. At NAPA, I drive corporate communications and digital engagement, producing high-impact branded content, leading rebranding initiatives, and optimizing video strategy to amplify reach and impact. Beyond the screen, I actively represent NAPA as a brand ambassador. One example of this representation I embody was volunteering alongside the marketing team at the Junior Achievement Discovery Center of Georgia.

In this incredibly exciting opportunity, I mentored and chaperoned groups of 10–13-year-old students, guiding them through an immersive, hands-on crash course in business operations. I helped them navigate real-world financial concepts, strategic decision-making, and the fundamentals of entrepreneurship—empowering them to take creative risks, experience success, and even grapple with the consequences of going "out of business." This initiative reinforced my passion for storytelling, leadership, and brand engagement—not just in media, but in real-life impact.

Whether through content creation or community outreach, I bring brands to life with authenticity, strategy, and purpose. I thrive at the intersection of creative storytelling and corporate messaging, making complex ideas accessible and engaging for any audience. But above all else, I love seeing the next generation of creatives and decision makers tap into a newly formed passion.