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EXPERIENCE  

Brand and Digital Strategist Consultant, 2014 – Present

Clients include Activision, Interpret, Loyalkaspar, Ludomade, POSSIBLE, Troika, Thinkingbox as well as the below representative projects:

 

Saatchi & Saatchi LA: Served as a strategic leader for Toyota.com's dedicated digital content and platform group, driving expansive e-commerce marketing initiatives in order to help best serve owners and prospects alike.

  • Connected Toyota.com’s ecosystem with brand’s official 2018 Winter Olympics and Paralympics Team Toyota sponsorship, crafting a brand communications narrative to explain how Toyota’s altruistic support brings out each athlete’s best performance.

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Midnight Oil: Spearheaded brand architecture development for Lionsgate’s Comic-Con HQ SVOD service in order to grow a community of passionate superfans; delivered brand strategy presentations to Lionsgate EVP Seth Laderman.

  • Developed Comic-Con HQ subscriber personas spotlighting tune-in triggers and related attitudes and behaviors. Informed audience segment learnings by moderating focus groups as well as utilizing SurveyMonkey quantitative surveys.

  • Authored shopper marketing landscape, brand strategy and creative briefings to support blockbuster video game franchise launches for Activision (Call of Duty), Square Enix (Final Fantasy) and Ubisoft (The Division).

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Digital Kitchen: For Califia Farms, the fastest growing natural beverage brand, developed its “is good and does good” socially responsible brand story for both the trade and Millennial target consumer, emphasizing its unique California grower owned history, eco-friendly manufacturing process, better taste and innovative bottle design.​

  • Developed Califia Farms’s communication principles and content framework to help activate its mainstay Millennial community; presented audience learnings to visionary founder Greg Steltenpohl, utilizing insights from Crimson Hexagon, Mintel and online surveys.

  • Drove insights for HBO’s True Detective and Netflix’s Narcos integrated marketing launches, defining brand voice and positioning to springboard social content calendars designed to quickly build awareness and fan participation.

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INNOCEAN USA: Delivered brand communication plans and briefings for Hyundai’s flagship 2018 Elantra, Sonata and Ioniq vehicle launches, working with analytic teams to align approach against customer journey objectives.

  • To support Hyundai’s all-new Kona compact SUV launch crafted a Millennial primer, presenting to senior Hyundai clients a generational deep dive integrating socio-demographics, attitudes and values, personas and “passion points” learnings; moderated Millennial focus groups and distilled secondary research as key discovery phase components.

  • Crafted a breakthrough integrated brand communications plan for Hyundai’s pediatric cancer charity “Hope on Wheels”. The resulting campaign captured the heartfelt moment when cancer researchers meet the families with children whose lives have been saved by their work, becoming Hyundai’s most “loved” social content and helping to raise $130m+.

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Bradley & Montgomery, Santa Monica, CA, Strategy and Business Development Executive, 2013 – 2014

Clients: Microsoft, MasterCard, JP Morgan Chase

Led brand strategy with an emphasis on advancing insights driven communications plans and creative briefings utilizing a working partnership with analytics.  

  • Aligned Microsoft Office and OneNote’s social media strategy by creating a relationship messaging framework to migrate existing Windows and new iOS users through variable imagery, copy and features all with a consistent voice.

  • Managed BaM West’s new business pursuit efforts, generating successful pitch meetings with Crackle (Sony), TaskUs, JAKKS Pacific, Mammoth Mountain Resorts and The Wonderful Company, among others.

 

PHENOMENON, Los Angeles, CA, Senior Strategist, 2011 – 2012

Clients: Los Angeles Times, Men’s Wearhouse, Pacific Western Bank, NantWorks, Think Finance, Viking River Cruises  

Responsible for the development of innovative integrated marketing campaigns launches used to drive engagement and build community for leading entertainment, technology, retail, publishing and hospitality brands.​

  • Spearheaded the launch of the Los Angeles Times' first paid digital subscription offering by delivering a “California Smart” brand positioning, competitive audit and reader personas to Editor-in-Chief Davan Maharaj and marketing teams. 

  • Managed a Men’s Wearhouse brand refresh study to gain a holistic understanding of suiting segments’ attitudes, needs and preferences; insights used to assess the viability of “up and down market” retail expansion opportunities.

 

iCrossing, Los Angeles, CA, Digital Strategist and Planner, 2007 – 2010

Clients: Epson, DoubleTree by Hilton, GMAC, Insurance.com and Vail Resorts

Provided strategy leadership by motivating and inspiring account, creative and technology teams across multiple accounts at global-scale interactive agency. 

  • Developed a digital marketing roadmap to launch DoubleTree by Hilton’s website redesign, integrating global and local solutions spanning online marketing kits, local guides and email and online stay manager programs. 

  • To support Epson’s website and integrated marketing evolution, crafted user persona and customer journeys to illustrate user archetypes’ goals, key decision making drivers, technology mindset and social media habits. 

  • Epson website redesign effort resulted in double digit year-over-year traffic increase, markedly improving user experience to increase conversions; the effort was recognized for outstanding achievement by OMMA Media Awards.

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EDUCATION

  • The Miami Ad School, Miami, FL, Boot Camp for Account Planners; taught by nation’s top planning and creative directors

  • San Francisco State University, San Francisco, CA, MBA, Focus in Marketing and Management, 3.4 GPA

  • The Colorado College, Colorado Springs, CO, BA, English, 3.7 GPA

 

HONORS

Invited Miami Ad School Account Planning Bootcamp and USC Consumer Behavior Proseminar guest lecturer; Los Angeles Ad Club speaker; Published Adweek Art & Commerce column; Received Team One’s Spine Award “for having the nerve to champion a great idea” in recognition of successful Procter & Gamble ethnography efforts. 

Specialties include: 

 

New business development, generating prospects by proactively creating opportunitites with a key goal of eliminating the need to pitch competitively.

 

Brand Strategy including discovery research, positioning development, naming and nomenclature analysis, creative briefing, brand books, etc.

 

Creative briefing and ideation facilitation.

 

Extensive moderation experience (400+ focus groups) including ethnographic studies and usability testing.

 

Market sizing and segmentation analysis.

 

Multicultural planning for Hispanic, Asian and African American audiences.

 

Integrated marketing strategy development including deep dive competitive analysis, business requirements gathering, and application of mobile and social media, email, SEO, CRM, direct response, and data analytics.


Category experience includes Automotive, CPG, Financial, Gaming, Healthcare, Publishing, Retail, Technology, Travel, and Hospitality and Youth Lifestyle brands.

 

Hands on experience utilizing:

  • Full Service and Specialized Research Suppliers including Added Value, Ask Your Target Market, Bovitz Inc., Hall & Partners, Kelton Research, and W5.

  • Secondary Reporting Specialists including eMarketer, Euromonitor, Forrester, Interpret, Nielsen, and Mintel. 

  • Media Audience Measurement Platforms including Simmons, Arbitron, and GfK MRI.

  • Digital and Social Listening Analytics Platforms including Adobe SiteCatalyst, comScore, Fizziology, Google Analytics, Hitwise, iPerceptions, and Quantcast.

 

Guest Lecturering at such institutions as USC, The Miami Ad School and The Los Angeles Ad Club.

 


 

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