Recent Projects
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
Experience Planning
- Conducted an audit of a consumer healthcare brand's virtual consultation experience and identified critical touch points for enhancements
- Worked with multi-disciplinary team to launch a new virtual consultation experience with improved technology and on-screen materials
- Developed marketing plan to rollout the new experience to new and existing customers.
Digital Strategy
- Developed a digital and social media marketing strategy for a leading acting studio intended to further build their reputation and acquire new students
- Conducted competitive audit to identify white space and mechanisms for differentiation in the category
- Helped launch and promote a newly established virtual class offering to support actors during COVID-19 and expand their geographic footprint
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
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
Channel Strategy
- Developed a strategic channel plan for a legacy CPG brand whose target consumers are 60+
- The brand wanted to understand if Instagram could play an important role in their overall channel mix even though their audience skewed much older than the typical user
- Due to stiff competition from DTC brands within the category that predominantly advertise on Instagram, the channel played a critical role in defending their position as the category leader
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