Recent Projects
Content Strategy
- Developed a multi-platform paid, earned and owned content strategy to support the launch of the Pokemon Sleep app in the US and UK
- Advised brand on how to use locally relevant influencers and celebrity talent to drive downloads and create buzz
- Advised creative production team on best practices and optimal formats to engage our target audiences.
Content Strategy
- Developed an owned social and influencer content strategy for a haircare brand to support a new brand positioning and approach to credentialing
- Analyzed the affinities and consumption patterns of the brand's expansion target
- Created a content strategy that holistically leveraged brand and influencer content to create a consistent customer experience
Social Good Marketing
- Leading all influencer and social advocacy efforts for the Take Care with Peanuts campaign to help attract the next generation of Peanuts fans.
- Partnering with the brand's paid media and social agency to deliver best-in-class consumer engagement that inspires Taking Care of yourself, others and the earth.
- 2021 Shorty Impact Award Winner
Influencer Marketing
- Developing a unique and differentiated influencer marketing campaign for CARE in celebration of International Women's Day 2023
- Developing overall creative approach to content creation that included stitching and remixing videos on TikTok and Instagram
- Selecting and vetting all influencer partners to ensure they abide by CARE's standards for ethical storytelling.
Influencer Marketing
- Leading all influencer marketing efforts for a prominent non-profit organization that is launching an historic communications campaign to reduce hesitancy around the COVID-19 vaccine
- Partnering with medical experts, celebs, faith-based leaders, government officials, social content creators and the news media to create content and activate on key distribution channels
- Leading real-time rapid response capability to combat misinformation and disinformation through strategic content creation
Fractional Marketing Leadership
- Leading all marketing efforts for an innovative 3D knitting brand that is looking to revolutionize the textile industry
- Developing brand positioning, key messages and communications hierarchy from the ground up
- Conducted in-depth audience segmentation to size and define marketplace opportunity
- Developed all essential marketing and sales materials in conjunction with creative partners and influencers
Brand Launch
- Developed a paid, owned and earned strategy for launching a new vodka brand
- Selected regionally relevant influencers to generate awareness, drive conversation around launch and build brand cache through borrowed equity
- Developed multi-platform content strategy informed by analysis of target audience's interests, affinities and attributes
Product Positioning
- Conducted a market positioning research study for an emerging lactose-free ice cream brand to identify strategic opportunities for growth
- Profiled their most valuable expansion audiences based upon unmet consumer needs and propensity to buy
- Developed messaging hierarchy used to redesign packaging and POS materials
Communications Strategy
- Developed a communications strategy to support the COVID-19 rolling re-opening efforts of a leading MedSpa brand
- Crafted messaging, media and creative strategy that features safety-focused content and medical credentialing
- Developed test and learn approach to garner key learnings across message, format and audience to optimize cost per lead
Social Media
- Provided strategic and tactical guidance to DTC pet treat company looking to evolve their paid social media efforts
- Integrated creative and media planning to increase brand awareness and drive ROI
- Developed test and learn approach to garner key learnings across message, format and audience to optimize conversions on Amazon
Influencer Strategy
- Developed an influencer strategy to generate awareness and drive demand for the launch of a new DTC biotech brand
- The product is an innovative weight loss solution that will leverage influencers to educate potential patients and build familiarity and confidence
- The influencers will document their journey trying the product through first-hand accounts and personal anecdotes
Capability Development
- Designed and built an Influencer Marketing practice at one of the top communications agencies in the U.S.
- Worked with agency leadership to establish unique point of differentiation in a crowded and widely commoditized industry
- Developed a new audience-first approach to planning influencer marketing and developed a suite of measurement capabilities to provide closed-loop attribution