As Marriott’s house of brands needed a unified approach, I worked over three years as account and strategy lead, spearheading the development of Marriott’s enterprise marketing strategy, coordinating across the Bonvoy portfolio, hotel brands, and continent teams. I extended the Bonvoy brand voice, tone, and pillars across all activation channels – content, social, TV, video, CRM, and others. I identified key communications at every touchpoint in the guest journey. I led customer mindset research and personalization strategy across all global regions. I also developed the working op model for the Content Marketing Center of Excellence.

As Mars looked to regain market share, I led a heuristic assessment of the Mars pet food’s omni-channel marketing approach, including the brand site, shopper marketing, TV and video ad campaigns, display, SEO, print, and social media. I developed a global creator marketing campaign and toolkit for the launch of Mars’ whitening gums. Last, I spearheaded cultural and social fandom research for M&Ms and Skittles.

For seven years, I led strategy and evolved the television network's approach to marketing, including digital, social media, mixed reality, experiential activations, and live engagement. I led creative concepting of brand activation for all NBC primetime series, inclusive of voice development and premiere strategies for programming including Saturday Night Live, This Is Us, The Voice and Chicago Fire, making it the most talked about and socially-engaging television network.

Acted as account, strategy, and creative leader for social and brand activation over five years, guiding primetime series including Mad Men, Better Call Saul and The Walking Dead. This included developing brand activations for all prestige series across digital, social, and experiential marketing, building numerous websites, apps, event activations, and colossal social communities. I evolve the network’s business model as it leaned into streaming, demonstrating how to use social media content and insights to inform decisions across the enterprise and with production partners.

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I developed content strategy for AstraZeneca’s respiratory portfolio, targeting consumers and health care providers. I rolled up my sleeves as part of the creation of web, video, social and print content. Last, I built a new patient-centricity strategy and digital innovation agenda, driving new areas of business growth.

I acted as account and strategy lead, driving brand activations for high-end consumer electronics and appliances, leveraging interactive digital experiences, contests and promotions like Women of Steel, event activations such as the pop-up Samsung House, and numerous influencer partnerships, including with HGTV’s Hilary Farr.

Over more than a decade working with Sony business units including film and TV studios as well as Sony corporate, I led strategy, insights, and creative ideation for major theatrical releases including brand activations, social marketing, event strategy, and app development. I led initial workshops to integrate Sony’s loyalty and rewards program across theatrical, consumer electronics, gaming and other lines of business.

Selected for my sustainability experience, I partnered with the Special Olympics’ creative agency to develop their Greening the Games brand campaign, website, and out of home advertising, focused on recycling and environmental sustainability initiatives for annual sporting event. Greening the Games content educated athletes and attendees looking to eat locally-sourced food, ride green transportation, and recycle, in addition to providing information for athletes to take back to their home countries.

As Bose shuttered its brick-and-mortar stores and aimed for a more direct-to-consumer approach, I led strategy for the redesign of Bose’s entire customer experience and brand transformation, including infusing consumer lifestyle into its new website, content and channel strategy, brand activations and experience definition.

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As Estée Lauder looked to overleap its competitive set in a number of key areas, I led digital innovation sessions and experience design recommendations for a group of more than 400 global marketers, sharing in-depth global assessment of competitive footprints and ahead-of-trend work in digital, social, XR, Metaverse, NFT, and emerging channel innovation.

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Qurate needed a quick pivot from its failing cable television model. I developed a growth and product innovation strategy partnering with QVC/HSN’s executive leadership, workshopping and defining potential pathways for a new brand purpose, customer targets, and potential business models and activations to break into streaming commerce.

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As Adidas looked to lean into brand purpose and sustainability, I developed strategy and creative for a brand campaign supporting their new sustainable product line and overall environmental social governance initiatives. I developed the campaign end-to-end, inclusive of strategy, manifesto, and omni-channel copy, along with my design partner.

As Grindr looked to pivot its brand image and concerns with major app stores, I worked closely with the tech company to improve its brand health, build a purpose, and more lifestyle-focused strategy, moving beyond the negative perception of being a “hookup app.” This positioned Grindr to become the gay social network and lifestyle content destination through properties like its content hub Into and social rights platform Grindr for Equality.

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Having led marketing and second screen initiatives for leading network and cable brands, I pivoted to help this streamer and challenger brand developing activation and digital creative strategy for The Handmaid’s Tale, The Looming Tower, and Castle Rock, driving awareness, engagement, and tune-in.

SkinMedica needed help redesigning its brand to feel innovative and fresh as part of a direct-to-consumer play. I redefined its consumer messaging to focus on real behaviors and needs with refreshed branding for digital and social that could appeal to a younger and broader market. I further led strategy, creative ideation, and content development for a number of product launches –inclusive of social, print, and event activations – targeting consumers and health care providers. This was closely aligned with Allergan’s overall loyalty program, for which I also led social strategy and creative.

Leading Hotels of the World had a robust challenge to unifying disparate presences for the luxury boutique hotel group under one website, POS and CRM system. My strategic roadmap drove digital development with the aim to increase participation in the Leaders Club loyalty program; connected properties under LHW’s 85th anniversary campaign; and formulated and led content and social marketing training for 400+ boutique hotel operators worldwide to act as one brand.

Social-First Teen TV Network As ABC Family needed to adjust its position in the marketplace, I developed a ”Freeform” brand voice and social strategy to age up its identity and embody a smart, college-aged woman, evolving the network’s place as part of the larger Disney portfolio. This extended our decade-long relationship with the cable company, including years of leading social strategy for series like Pretty Little Liars.

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With a weeks’ notice, I facilitated a brand visioning, brand purpose, and digital strategy session with Bank of America’s executive leadership, helping to differentiate the bank from its competitive set and build a more engaged community. This extended our long-held content strategy partnership with the Bank. I had previously led similar brand and innovation-focused workshops after major events like the Cannes Lions.

Skittles has incredibly high awareness but was in trouble with sugar-conscious consumers and a lack of repeat purchase. I identified new strategies for Skittles to expand its footprint within and beyond the gamer and LGBTQ+ communities, finding ownable territory in the celebration of dance. I led this work from initial audit to campaign strategy to ideation and copy with my design partner.

Magic-Driven Theatrical Activations and Loyalty Programs Working with Walt Disney Studios, I led creative ideation for major theatrical releases for more than three years, including Cars, Avengers, Brave, The Muppets, and Winnie the Pooh, among others;. I also drove enrollment and engagement for Disney Movie Rewards and the new Disney Dads program.

I led creative ideation for holiday (Halloween, Christmas), park anniversary, and other brand campaigns, including new rollercoaster attractions.  I also developed a content strategy for the park blogs, video and social media communications.

As a key brand and social marketing partner to Microsoft, I conceived of experiential activations and digital, media, and social marketing for Microsoft Surface and Copilot. These concepts led to a strategic roadmap outlining social, influencer, and industry event strategy supporting the M365 suite of apps.

As the upscale hotel franchise prepared to double in size, I conceived and led a multi-year branding and awareness campaign to reach business and leisure travelers with unique messaging around customer personas, hotel services, rewards, locally-sourced food and beverage, technology and partnerships. This included a strategic roadmap, playbook, monthly digital and social marketing content, paid advertising strategy, franchisee playbooks and trainings.

I conceived of a first-person glasses cam and treasure-hunt activation tying into Ray-Ban customer passion points. Concert enthusiasts experienced Ray-Ban at home and on the ground at music festivals via an innovative concert cam. The program equipped the band Two Door Cinema Club with custom video recording sunglasses, dubbed “The Ray-Ban Cam,” to document their travels as part of the Never Hide campaign. The band appeared at SXSW, Lollapalooza, Bonnaroo and Coachella, streaming live POV video. Users viewed the footage on Ray-Ban.com, driving traffic in record numbers.

As Warner Bros Interactive game developers looked to launch the toys-to-life gaming market, which combines real life play with innovative gaming, I devised a digital strategy integrating key educational brand messages for parents while driving interest at all ages using lovable creative in the voice of the world’s biggest fandoms – from Harry Potter to The Simpsons to Batman to The Lord of the Rings  – all grounded in a highly developed social ecosystem and content architecture for engaging different IP fandoms, selling both games and add-on character toy packs.

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I created a comprehensive digital video strategy for J&J Healthy Essentials, targeting mothers and heads of household with short-form, search-optimized educational content to help solve everyday problems: looking and feeling her best, helping her children feel better, being active with family outdoors, and getting ready for bedtime

I led social media, digital promotions and event strategy across four core Beiersdorf brands with numerous products targeted at athletes, children, and general adult grooming. For NIVEA, we focused heavily on expanding to men through multiple strategies, acknowledging that often partners would buy for their boyfriends.

Led creator campaign development for Las Vegas-based resort, planning digital content strategy and promoting visits across the portfolio of hotels and activities.

In an effort to drive tourists to explore regions of the U.S., I developed brand campaign content and channel strategy that expanded Brand USA’s footprint and drove the wanderlust  of visitors from multiple countries.

Working with PBS’ digital, social and creative teams, I led strategy and creative ideation behind a new brand campaign for the PBS Arts Fall Festival, unifying a full season of concerts and cultural programming and making it more accessible to a younger target.

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I worked with longtime agency clients at Lowe’s to develop a new audience strategy extending interest in DIY “Creative Ideas” and large-scale renovation projects within three distinct markets, each with their own rental or home ownership needs -passionate perfectionists, revitalized renters and fix-it-up families.

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As part of a deep partnership with the Meta Commerce team, I designed the content playbook for brands hoping to create shopping experiences across the Meta family of apps, including the best ways to build shoppable editorial, create thumb-stopping imagery, and balance transactional content with fan engagement. The design plans were customized for numerous retailers including IKEA, Massimo Dutti, Shiseido, Uniqlo, Chicos, Kate Spade, Kiehl’s, and Fossil. I also worked with Meta on their brand strategy for AR/VR product adoption and helped their corporate comms team leverage social media intelligence to inform messaging around key initiatives, product releases, and crises.

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Understanding the realities of how younger audiences talk about sex, I devised a 1:1 messaging plan that took fans away from highly-viewable and embarrassing social channel interactions and used influencers as brand proxies for mature conversation speaking to real sex habits.

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As part of a cross-portfolio initiative touching healthcare providers and consumers, I managed content marketing strategy, social media content development, chatbot strategy, and loyalty program marketing for Allergan's skincare solutions, as well as patient support programs for those suffering from asthma, schizophrenia, bipolar mania, and bipolar depression.

Marriott wanted to reimagine and modernize its global approach to guest communications, from the time of booking through travel and until guests ultimately return home. I worked to redesign the customer experience in all regions that Marriott serves, planning e-mail, push, in-app messaging, SMS, and social messaging app communications at each moment that mattered, using a data collection strategy that highly tailored our communications.

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For six years I oversaw web, event, CRM and social media initiatives for the nation’s top consumer technology trade group and the world’s largest trade show. I worked with 2,200 member companies to spearhead event marketing, social media, and grassroots efforts supporting sustainability, policy, consumer and industry initiatives.

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Warner Bros needed to reengage and reward its fans to combat high subscription-abandonment for its streaming service, DC Universe, and increase engagement with its IP in comics, games and more. To keep the fandom engaged during periods without new content, I conceptualized a first-to-market streaming-tied loyalty experience built on blockchain, giving fans access to exclusive rewards every time they streamed a film or show, read a comic, or posted in a community. This enabled Warner Bros to measure efficacy of the implementation and cross-pollination throughout their portfolio, while building anticipation for new premieres and Comic-Con.

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I led a large-scale website assessment and redesign for the health insurance company, including mapping key customer journeys and sales pathways, auditing competitive experiences, developing information architecture and user experience, and planning a content strategy with consumer lifestyle, healthcare provider, and caretaker content.

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I concepted and developed numerous digital apps, websites, and chat bots supporting AMC Network's ambitious ratings goals, including an alibi generator for Better Call Saul fans needing to #LawyerUp, adynamic video app for Don Draper to present your social memories in his classic Kodak pitch, and Mad Men Out Of Office, a weekly user generated content driver that teased the fates of their favorite characters.

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As this national daycare group looked to evolve its communications between school leadership, teachers, and parents, I mapped key journeys, messaging frameworks, information architectures, and communications strategies for what would be their new all-in-one communications application.

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As Nike looked to drive brand-alignment with its retail partners, I led the effort to ensure that Nike’s stories were well told in the hands of top retailers around the globe. This included an audit of partner digital presences on e-commerce hubs, e-mail, social media, creator, and SEO, ensuring their approach to street fashion editorial, inspiring fitness stories, and brand motivational content all laddered up to a premium Nike experience. It also included developing Nike thought leadership and best practice playbooks across the partner ecosystem, their suite of apps, and a vision for the future of social shopping.

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In partnership with lululemon, I designed the content strategy and operational model for the brand’s move into social commerce, including the launch of its native Instagram shop, mapping content stories to each of lululemon’s growth segments and building a dynamic promotional calendar of product drops and influencer content that would make Instagram a core destination for the brand’s avid following.

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Target is known for discovery, and the leading retailer was facing new challenges as influencer and creator networks drove the lion’s share of traffic and recommendations to products ranging from beauty to DIY home design. I successfully pitched and developed the digital product experience design for an innovative new front door for Target, led by a creator salesforce known as the Bullseye Collective that would integrate content across Target’s online and offline ecosystem, providing inspiration and product guidance on its website, social media, in-store, and in-app.

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