Portfolio

From ad campaigns to websites, my focus is creating engaging consumer experiences. Here is a glimpse of my work over the years.

Bing Network

Content strategy

As the lead strategist on this content-led campaign, my role was all encompassing, from audience insights to activation.

My role:

• Developed multiple personas focusing the team on a priority target: the Business Decision Maker
• Created an editorial calendar from high-level content themes to tactical lead-gen topics
• Briefed multiple partners on content development around monthly themes
• Worked with writers to develop eBooks and other lead gen assets
• Led influencer program identifying key influencers, sample topics and guiding content development

Microsoft Office Small Business Academy

newsroom content strategy 

Small Business Academy by Office is an online educational resource for Small Business Owners. In the first month, we exceeded our registration goal by 48% and our CPA goal by 54%. 

My role & process:

• Foundational social listening on audience topics and conversation drivers
• Definition of content themes and identified influencers 
• Created editorial calendar and activation ideas

Intel IoT Alliance

editorial Strategy

Intel Solutions Alliance is comprised of many tech units all focused on advancing the "Internet of Things" industry. My goal was to take a fresh look at their current editorial approach which aims to educate Embedded Engineers (those who are making the hardware and software solutions to connect our world.) My goal was to find opportunities to better reach and engage this audience.  

Through this process, I discovered the client’s landscape and consumer had changed and uncovered a major opportunity to move from newsletter editorial to social content. Based on results, I created monthly high-level themes, created topics, tactics and CTAs.

My role

• Complete content audit analyzing performance data on magazine, newsletter and partner content
• Network mapping to better understand content behaviors of the Embedded Engineer
• Social listening on category and conversational and drivers within the IoT space
• Content personas based on new research
• Identified infuencers within the IoT space
• Revamped their media & editorial plan
• Briefed new media partners for content creation

Toyota Yaris 

digital ad Campaign 

Led strategy for the all digital campaign announcing the new Yaris.  My role included the overall planning and orchestrating of research, all the way to briefing multiple teams and partners. Through ethnographic research we dubbed this audience "Make Believers" since this was a group of people who would rather spend their $ on comic books, RPG games, sci-fi movies or tech gadgets than an expensive car payment.

This was a fun, irreverent, all-digital campaign that included interactive events, sites and funny celebrities. Everything the Yaris consumer loved. 

Despite our biggest competitor spending over 20 times over our media spend, we were able to surpass and maintain a higher online buzz score than all of our major competitors who were in market during the same time period. And we exceeded our first years’ sales goal by 66%.

My role:

• Wrote positioning statements and tested via focus groups
• Planned research design including focus group and in-home ethnographies
• Orchestrated multiple research vendors 
• Distilled research and insight development for overarching campaign strategy
• Brief writing for multiple partners
• Collaborated with creative and media teams to develop campaign

Del Taco

Brand & Digital Campaigns

From the pitch to menu product roll-outs, I played a key role in uncovering consumer insights and collaborating with creative teams.

My role:

• Social listening uncovering fan sentiment around Del Taco which inspired a bold campaign
• Menu testing and contextual inquiries with customers at Del Taco stores
• Consumer insight development
• Brief writing for multiple menu items
• Collaborating with creative teams