SELECTED WORK
Strong brands.
Human insight.
A premium brand enters gaming. A software business finds its position. A partnership needs a clear reason to exist. These projects show how I turn a business challenge into a strategy with a distinct point of view.
EXPLORE THE WORK
I created and wrote “Co-Creating Gaming Culture,” the brand platform behind Xfinity Gaming’s experiences and creator partnerships, including FaZe Clan. The gamer is the hero; Xfinity enables their creativity and connection. Explore the gaming work and my broader Xfinity advertising and experience strategy.
18 months from platform creation to Tempest Brand of the Year
Agency work · GMR / Omnicom
Guest-journey strategy for Paris 2024 Olympic hospitality, bringing “The Bridge to Possible” to life.
Best Olympics Activation · BizBash 2025
Agency work · GMR / Omnicom
A connected employee experience—from a new career site and tech-talent campaign to return-to-office strategy and spaces to recharge.
Agency work · GMR / Omnicom
The human insight and positioning behind “Made for this moment”—connecting engineering to the lives it touches.
Agency work · GMR / Omnicom
Oculus product education transformed into an immersive live gaming experience for Best Buy associates.
Record audience · Meta × Best Buy
Agency work · GMR / Omnicom
Luxury experience strategy for Ferrari’s Pebble Beach engagement, centered on seamless hospitality and extraordinary experiences reserved for Ferrari owners.
Official event reference · Photography: Ferrari
Organizational direction, membership and sponsorship strategy, and candid leadership conversations with CEOs and founders.
Independent engagement → Executive Director
As Head of Marketing, I guide the campaign narrative, executive communications, PR, and stakeholder alignment, reporting to the CEO.
$115 million Domes Reimagined campaign
In-house leadership · Official campaign
Audience insight into making spaceflight more meaningful through a connection to the people travelers love.
Strategic advisory · Invited by Rob Schwartz, TBWA
A complete brand strategy for a venture-backed B2B business—from audience research and differentiation to messaging and voice.
Independent client work
An assessment of Riley Green’s audience and fit with Gildan’s brands, guiding partnership, content, and experience recommendations.
Independent client work
Cultural foresight and editorial thinking, including “Cancel Cancel Culture”—anticipating resistance to unforgiving public judgment.
Edge Hunter & Editor · TBWA Backslash
Brand positioning, launch messaging, and program copy that gave an inaugural event a clear purpose and a consistent voice.
Independent client work
Brand and festival experience strategy, connecting the brand to people in the moments that matter.
Agency work · GMR / Omnicom
Audience-focused storytelling and expert content, turning client questions into practical guidance and distinctive stories.
Independent client work
B2B strategy and PGA TOUR hospitality, shaping a pavilion experience around business relationships.
Agency work · GMR / Omnicom
05 / RAYTHEON · EMPLOYER BRAND STRATEGY
When it Matters.
Raytheon at work · Current imagery from RTX Careers
Aerospace and defense employers competed for engineers with visions of a distant technological future. Those promises left an immediate question unanswered: how will the work I do today make a difference?
The insight: Engineers want to see the connection between the work in their hands and its impact. I positioned Raytheon around that desire for visible, immediate relevance—the difference an engineer could help make now.
“When it Matters” made the connection concrete: a child looking out of an airplane window, people protected by a defense system, a satellite restored, a team celebrating a rover’s arrival on Mars. The platform linked technical achievement to the people and moments that gave it meaning.
The client selected the strategy. It gave the creative team a focused platform for showing engineers why their work mattered and whom it served.
My role: Competitive analysis, audience insight, employer-brand positioning, and strategic platform development.
“I worked on a critical pitch with Irina. A must-win.”
“By the way, we won the pitch.”
Rob Schwartz · Former CEO, TBWA New York
LinkedIn recommendation, January 2024
More experience: The Beacon—naming, civic launch, and community engagement. St. Norbert College—Director of Marketing and Communications, with institutional marketing and an admissions campaign proposal. Additional brand work includes US Cellular, 3M, Visa, Hawaiian Airlines, and Hard Rock.
What does your business need to move forward?
Bring me your positioning challenge, your next launch, or the marketing decisions that need senior direction.
