EXPERIENCE

LEAD STRATEGIST

Goodby Silverstein and Partners / San Francisco / January 2017 – Present

Strategic lead on multiple US accounts, including BMW, Xfinity, Golden State Warriors, Chase Center, new business

  • Partner closely with internal creative and account leadership, and senior clients to develop effective creative and audience strategies for Xfinity’s mobile and acquisition initiatives. Invited to help clients organize and name their new entertainment portfolio

  • Re-positioned Xfinity Mobile to be more consumer-focused, which increased awareness and market share in a crowded category. Identified product and audience media insights that led to the Cannes-winning “Data in Dollars”campaign

  • Developed best-in-class guidelines for Amy Poehler acquisition campaign through audience research, creative testing, and sales data. The “Amy Campaign” is one of Comcast’s most successful in terms of driving engagement and action

  • Led positioning workshops for the Chase Center and Golden State Warriors 2018-2020 seasons. Developed positioning and thought leadership pieces that informed Warriors groundbreaking Black History Month and LBTQ+ initiatives

  • Manage and mentor two brand strategists while working closely with other comms, research and analytics, and social strategists

FREELANCE

Brand / Digital Strategist / June 2016 – December 2016

Agencies: BBDO (HP), Sylvain Labs (Google)

  • Led strategic efforts and creative testing for HP’s Z2 desktop computer made specifically for CAD designers. Audience and product truth informed positioning and GTM strategy. Campaign attributed to HP’s most successful professional desktop product launch

  • SWOT analyses of the medical implant and nascent biohacking space armed Google with the right intelligence to inform investments

SENIOR BRAND STRATEGIST

Pereira & O’Dell / San Francisco / March 2015 – May 2016

Clients: Bear Naked Granola, Samsung SmartThings, new business

  • Led pitch strategy for Bear Naked granola win and guided everything from their brand, comms, and influencer strategy to their first custom granola site and packaging design resulting in double digit sales growth

  • Repositioned Samsung’s Internet of Things company to make smart technology feel more human from online video, product categories, site layout, to retail display and social posts

BRAND STRATEGIST

Cramer-Krasselt / Chicago / June 2012 – February 2015

Clients: Porsche, Heinz, Edward Jones, new business

  • Led Millennial and Gen X audience research for Porsche, authoring key learnings that informed positioning and sales success of first CUV launch

  • Crafted various brand positionings, brand architectures, cultural analyses, and audience deep dives to inform a breadth of global and US accounts

JUNIOR STRATEGIST

David&Goliath / Los Angeles / October 2010 – May 2012

Clients: Carl’s Jr. and Hardee’s, KIA Motors, CA Lottery, new business

  • Provided consumer insights, industry trends and competitive analysis to clients and internal stakeholders. Crafted original client newsletter Ampersand

  • Unearthed a QSR coffee category insight that helped re-launch Hardee’s coffee platform and reverse dismal sales

TOOLS

QUALITATIVE / Ethnography, focus group design and moderation

QUANTITATIVE / Simmons, MRI, PolkInsight, Ace Metrix, tracking studies, survey design and analysis

EDUCATION

HYPER ISLAND / Executive Master Class, New York

MIAMI AD SCHOOL / Account Planning Bootcamp, Minneapolis

WILLIAMS COLLEGE / BA Art History and English, Williamstown

AWARDS AND HONORS

JAY CHIAT AWARDS / Guest speaker

XFINITY “DATA IN DOLLARS” / Webby Awards Winner, YouTube Works Grand Prix, 2x Silver Cannes Lions, 1x Bronze Cannes Lion, 2x Cannes Shortlists

GOODBY SILVERSTEIN AND PARTNERS / Fast Company’s Most Innovative Companies 2021, AdAge Agency A-List 2019-21, AdAge Comeback Agency of the Year 2018