Led Chipotle’s largest regional activation to date, using Firefly Music Festival to restore brand trust post-crisis, elevate presence in the Mid-Atlantic, and re-engage key customer segments.

Designed and executed high-impact experiences including the Ultimate Text2Win Sweepstakes (in partnership with The North Face — most successful campaign of its kind at the time), Pop-Up Taste Invaders Arcade, Premium Taco Booth, and surprise giveaways, generating top-of-mind awareness in a competitive festival environment.

Achieved cost recovery on sponsorship, record-breaking engagement, and measurable lifts in regional traffic and sales.

Secured leadership buy-in, managed cross-functional teams, and protected staff from burnout while delivering exceptional execution at this complex multi-day event.

Strengthened brand credibility, team morale, and community ties, marking a turning point for Chipotle’s recovery and growth efforts.