Work
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The Challenge: To create a strategic roadmap supporting the launch of The Los Angeles Times' paid digital subscription (paywall) model launch.
My Role: Conducted sweeping research and analysis of local, national and global publications’ paid subscription offers and marketing launches.
Key Result: Paywall action architecture roadmap served as the strategic lynchpin driving It Pays To Be A Member brand positioning.
• LAT's traffic was unaffected despite paywall reader deflection concern.
• Subscriptions ran 25% better than internal benchmark goal.
DISCOVERY RESEARCH
The Los Angeles Times Paywall Launch
The Challenge: To successfully launch a major cable network’s gritty adventure drama premiering in Fall 2015.
My Role: Informed integrated marketing roadmap by:
a) Delivering Case Study guidance, analyzing loyalty and engagement models from successful analogous series launches.
b) Creating Personas spotlighting prospective audience goals, attitudes and behaviors; insights uncovered through MRI, online survey, and in-depth interview primary research.
Key Result: Delivered briefing offering the Big Idea, positioning drama’s tone and essence in order to drive integrated promotions, key art, press kit, and months long calendar of social and experiential marketing activations.
INTEGRATED MARKETING STRATEGY
"Under Wraps" Flagship TV Series Launch
The Challenge: To support The Japanese Travel Bureau’s (JTB) goal of driving a measurable increase of American foodie tourist visits to Tokyo.
My Role: Responsible for delivering JTB new business opportunity, overseeing strategic platform development and providing daily project management leadership.
Key Result: Presented Tokyo culinary “Quality, Variety, and Cultural” thematic landscape analysis and creative briefing for Discover Your Inner Kuishinbo platform.
NEW BUSINESS DEVELOPMENT
Tokyo Foodie Tourist Integrated Campaign
The Challenge: To launch the Nissan Murano SUV to African American consumers by introducing its unique styling and continuous variable transmission (CVT) technology benefits.
My Role: Oversaw landscape analysis, qualitative and quantitative research to uncover prospects’ key drivers centered around luxury mindset aspirations and user friendly descriptive language.
Key Result: Originated and sold through Smooth-UV positioning, inspiring a creative platform leveraged by both Nissan's African American focused agency True and general market focused agency TBWA\Chiat\Day.
MULTICULTURAL CREATIVE BRIEFING
Nissan Murano
The Challenge: Video game publishers’ success is contingent upon understanding the nuances of how and why gamers of all stripes are emotionally invested in their passion.
My Role: Leading a wide array of gamer-focused market research projects for such AAA publishers as Activision, Atari, Namco Bandai, Sony PlayStation, Turner Media, and Ubisoft.
Key Result: My insights have helped fuel title launch positioning, creative briefing and product development for such blockbuster franchises as Driver, Rayman Origins, Call of Duty Modern Warfare, and Skylanders.
CONSUMER RESEARCH
Casual-to-Hardcore Gamer Studies
EMAIL AND LANDING PAGE ASSESSMENT
Experian Direct Marketing
The Challenge: To drive Experian's direct marketing efforts by optimizing an email and landing page platform to bolster their retention efforts.
My Role: Presenting email and landing page UX design and content analysis best practice principles capable of best ensuring success.
Key Result: Guidelines employed in redesign increased customer retention rates in double digits within the first quarter of implementation.
MULTICHANNEL RETAIL LANDSCAPE ANALYSIS
Leading Menswear Retailer
The Challege: A top men’s fashion retailer solicited guidance on how to evolve its multichannel approach to better stretch its brand's appeal to new audiences.
My Role: Analyzed psychographic pillars buttressing suiting category; delivered deep dive survey of category’s multichannel retailing best practices.
Key Result: Insights and recommendations presented at company board meeting resulted in eight figure brand portfolio expansion investment.