Recent Projects

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

Marketing Operations

• Worked in partnership with a CPG marketer to develop an advanced approach to influencer marketing for their portfolio of household brands.
• The model provides a framework that will be effective for their diverse brands with unique marketing challenges
• Partnered with a multi-disciplinary team to ensure a successful implementation