I led the global marketing and brand strategy for American Murder: Laci Peterson, Netflix’s breakout true-crime phenomenon that reached #1 in the U.S. and amassed over 1 billion minutes watched in its first week—one of the highest ever for a Netflix documentary. The launch drove 10.6 million press mentions within the first 12 hours, trending across platforms and surpassing scripted powerhouses like Emily in Paris, Love is Blind UK, and Love Island USA in the same week. The campaign quickly established American Murder as a cultural flashpoint and a flagship for Netflix’s true-crime audience.

My focus was to evolve the project from a single-title release into a franchise-defining brand that could anchor Netflix’s nonfiction strategy for years to come. I developed the American Murder brand architecture and long-term creative framework, overseeing key art, tone, and audience segmentation while aligning cross-functional teams across marketing, publicity, and analytics. This approach not only solidified American Murder as one of the top true-crime titles of 2024, but also laid the foundation for a new wave of hits including Unknown Number: The High School Catfish, The Truth About Jussie Smollett, and the Trainwreck franchise—cementing the series as both a record-setting success and a strategic turning point for Netflix’s global documentary storytelling.