This role centered on shaping how Jackson’s story is shared with the world. It encompassed building and guiding the creative foundation for Visit Jackson and its two companion brands, City With Soul and My City, ensuring each had a clear purpose, voice and visual presence that felt true to the heartbeat of the city.

The work required thoughtful brand development, imaginative creative direction and meaningful community engagement. Each brand was crafted to speak to its own audience—travelers, industry partners or local residents—while still contributing to a unified sense of place. The role also extended into retail design and merchandising, transforming the brand into tangible experiences and products that visitors could connect with and take home. Event planning support ensured that festivals, gatherings and public activations carried the same warmth, authenticity and energy found throughout the brand system.

Together, these efforts created a cohesive, welcoming and story-rich brand ecosystem that elevated Jackson’s visibility, deepened local pride and helped people experience the city with fresh eyes and open hearts.