Hi, I’m Mel — a creative leader with deep expertise in editorial, brand strategy, experiential design and production. I don’t just shape ideas — I bring them to life, end to end. From concept to execution, I work at the intersection of vision and craft, creating work that connects people to culture and makes brands feel human. Since 2013, I’ve helped shape Airbnb into the cultural brand it is today — always with human connection at the center.

As a brand and culture architect, I specialize in creating lasting connections between brands and people through storytelling, innovation, and immersive experiences. Known for my strengths in curation, hospitality, synthesizing ideas, and dot-connecting, I create experiences where people and brands can truly thrive together. Throughout my career, I've worked with iconic brands like Airbnb and Instagram, helping small businesses flourish with inspiring, engaging content. With a background in brand strategy, experiential marketing, content creation, partnerships, and community development, I blend the art and science of storytelling to craft insightful, impactful experiences that resonate broadly. My holistic approach ensures each project reaches and resonates with diverse audiences, building meaningful, enduring connections.

Currently, as Airbnb’s Creative Strategy Lead for our Employee Experience, I focus on cultivating our internal culture by shaping the brand voice and developing communication strategies that foster belonging and empower our global workforce. Through every initiative, from digital campaigns to in-person gatherings, my goal is to bring people together, build community, and create experiences that unify, inform and inspire. You can view my full professional profile on LinkedIn.