While at W+K Amsterdam, I had the opportunity to work on Airbnb—an iconic, US-led brand with massive cultural presence—through local European market lens. Shifting from primarily global work in Portland to market-specific execution gave me a deeper understanding of how brand strategy translates on the ground, from local insight through launch.

I worked closely on the First Night On Us initiative in the UK and France, supporting creative development and rollout across cinema, social, and digital out-of-home. The experience broadened my perspective on how global brands show up differently by market, and helped shape how I think about scale, nuance, and execution across regions.