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
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.
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
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
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
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
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
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
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
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
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