Strategic and creative leader partnering with North American retail clients and agencies to drive full-funnel objectives natively on (or optimizing for) mobile and social. Consults with and educates clients, agencies, and internal teams on industry and platform trends, and provides bespoke analysis and opportunities of existing advertising strategy. Leads strategic thinking that influences brands to realize the full potential of each social advertising platform and the power yielded when thoughtfully unified and integrated into a cohesive 360 campaign. Expert in AI functionality and capabilities, as well as its current and potential roles in marketing and advertising. Incorporates an AI perspective into all education and client advisement on creative production and operational functionality for teams. Designs and executes brand, audience, and industry research to develop efficient performance and brand marketing strategies to meet KPIs and drive business objectives.Clients include: Bose, Macy's, Fanatics, Ruggable, Dick's Sporting Goods, Foot Locker, Bed Bath & Beyond, Signet Jewelers, Kay Jewelers, Zales, Overstock, Five Below, JC Penney

Design, lead and execute brand research and strategic development for leading games industry clients. Balance Qualitative and Qualitative methods, from online communities to focus groups to surveys, applying an understanding of various analysis theories and the importance of robust user analysis and research refinement. Project planning and relationship building - bridging between agency and client, managing and building trust while serving as a cross-functional hub for maximum productivity and impact. Development of strategic and creative briefs, aligning and working in tandem with creative teams while intertwining client needs and builds into the heart of output.

Leadership & Problem Solving:Monitored and examined industry trends forecasting potential issues or opportunities.Developed data-led project plans, including research points, hypotheses, creative, timelines and test parameters all backed by substantive research and metrics. Advocated projects to executive teams to secure buy-in and fundraised budgets for project execution. Built cross-functional task forces to tackle project execution. Worked closely with clients and agencies on developing, concepting, and producing assets for projects.Consultation & EducationProactively identified areas of improvement, building presentations reviewing current creative strategy and offering recos for quantifiable improvements in performance. Tackled Client questions and needs of all sizes.Hosted client-tailored Mobile Best Practice sessions, educating on the latest in the industry and advising.Research, Strategy, and Analysis Researched brands, clients, genres, and audiences to inform development of creative briefs. Identified innovative creative territories to explore, test and prove out.Ongoing research and analysis of industry trends.Team lead for research and analysis tools as well as testing methodology and practice. Performed critical analyses of client ads, identifying trends, insights, and recommendations.Creative DevelopmentLed brainstorming sessions, concepting ideas of all scales. Wrote scripts, produced storyboards, and collected assets. Led production with agencies, briefing on concepts as well as critiquing in-progress creative and guiding revisions.Generated extensive pitches for key marketing beats.Thought Leadership Built Advertising 101 material for Creative Process and Marketing Strategy, educating both internal Meta employees and clients. Repeat guest lecturer for Code Coven, teaching new and bourgeoning game developers games marketing and how to approach.Diversity & Inclusion Guest Speaker in Advertising panels.

Research, Creative Strategy, & AnalysisHeaded the Strategy department of the agency, guiding all creative development as the first responder to RFPs – namely, performing audience, brand, and landscape research to hone in on the most ideal positioning for campaigns. Packaged findings and strategy into Creative briefs which I presented to the Creative Team in an open floor format, answering questions and guiding thinking at the onset. Established strategic guidelines for sold campaigns. Monitored live campaigns and developed insights for fine-tuning creative execution. Worked in lock-step with the Executive Creative Director and Creative Team to brainstorm – as well as vet - all pitched concepts. Ensured sold concepts stayed strategically aligned. Produced analytic reports for clients, charting progress, highlighting insights, and identifying opportunities for improvement and recommendations on executional shifts. Creative Direction & Production Pitched and won business from SEGA managing the Sonic the Hedgehog social channels and served as the Creative Director, Strategist, Account Executive, and Producer for the SEGA account. Developed and launched the still ongoing ‘Cooking with Eggman’ series, writing scripts, hiring and overseeing a videographer, managing production, participating on set, and keeping within shoot budgets.Led monthly, mega brainstorm sessions with SEGA, coming up ideas to fill the social calendar, and oversaw and approved my Social Media Manager’s post copy as well as Designer’s visual accompaniment. Team Leadership & Management Led both the Strategy and Social Media Departments at the agency, switching between high-level strategic campaign thinking and more minute asset-by-asset development and review.Clients: Dreamworks, Fox, Sega, Disney, Star Wars, Universal, Warner Brothers

Research, pinpoint key insights, establish strategy, and collaborate with creatives to develop and pitch campaigns for clients; forecasting brand evolution, needs, and potential growth Lead social strategy for all client campaigns, using a suite of analytics tools to determine ROI then creating and presenting performance reports to clients. Established and lead Midnight Oil’s Influencer and Video Strategy offering, working with clients to develop smart, strategic campaigns that pinpoint the right influencer to activate the audience most receptive to brand messaging and potential conversion Research and recommend content type, creation method and release cadence based on client brief, desired outcome and communicated KPIsEstablish key digital strategies for website development and refresh, advising on how to improve user flow, time spent, and overall user experience. Determine and establish key performance indicators, mapping out analytics tracking, digesting data, and delivering program and website performance reports for clients.Work directly with Facebook's paid media team to brainstorm content ideas for brands, developing an audience targeting and content flighting strategy to target, reach and convert the most appropriate and receptive audiences through robust user acquisition campaigns.Extensive and on-going research into both brick-and-mortar and digital consumer trends, path to purchase and conversion with the intent to inform, develop and launch successful digital pre-order and day one pick up initiativesCommission and lead audience research vendors in the performance of qualitative and quantitative research for brand strategy

Based off client briefs; brainstormed, drafted and presented social media campaigns aligning with key marketing beats and contributing to the achievement of company and their social goals. Cultivated the client relationship by setting expectations, anticipating upcoming asks, and providing recommendations and relevant updates. At the client’s behest, working 2-3 days a week embedded in their offices for greater visibility and accessibility. Headed Project Management, liaising between the Account and the Analyst teams, defining processes, writing schedules, assigning tasks, setting prioritization, and delivering client-facing reports to set project expectations across Call of Duty, Skylanders & Destiny. Managed onboarding, adoption and usage of Project Management tool, Wrike. Brainstormed and coordinated with other retained agencies to implement cohesive creative concepts within our social campaigns as well as to craft and present overarching executive level campaign presentations. Defined and helped execute performance reports to show efficacy of marketing beats including conversation volume, sentiment analysis, audience breakdowns and more.

Led marketing department which included strategizing and executing publicity, blogger outreach, social media, external communications, community presence, partner management, contests & sweepstakes, digital marketing and events. Set and managed budget, designated schedule, assigned deliverables, and confirmed execution of all marketing campaigns. Conceptualized and executed proposals for partners & clients by integrating cross-platform marketing campaigns with branded content. Determined event programming and executed trade show events and parties.

Headed Social Media and Promotions in the Marketing Department of Machinima. Built, executed and tracked marketing plans for YouTube entertainment series such as Halo 4: Forward Unto Dawn, as well as industry events such as E3, PAX and Comic-Con. Adept in YouTube promotional tools and practices to maximize video views and spread awareness. Led social media strategy for Machinima, contributing to the growth of company platforms to over two million combined followers on the main Facebook, Google+ and Twitter accounts alone.

Oversaw AIMToday.com, AIM.com and AOL Expressions Main, scheduling lead for all promotional areas. Managed Editorial Team for AIMToday.com. Ensured brand consistency as well as corporate guidelines across all Web pages. Actively coordinated with content purveyors on a daily basis to create and promote features that benefited both parties, implemented and maintained all site content daily. Evaluated content daily for SEO value, performing link analysis and suggesting strategies as well as monitored and analyzed Web page reporting and performance through Omniture.

Managed AIMToday.com and editorial team, brainstorming copy and promotional angles, while creating and keeping a schedule for site content and paid deals. Worked with clients to execute sold placements, ads, skins and site "takeovers". Monitored site performance in real time, adjusting to garner higher click through rates and audience engagement. Worked with community team to launch several enthusiast portals such as ComicsAlliance.com and AnimalHubbub.com.

Brainstormed, wrote and published promotional copy for editorial leads on AIM Today.com. Managed, wrote and published Rate-a-Buddy and Celebrity Look-a-Likes areas of AOL. Owned and updated the AIM Expressions Main page and AIM Blogs page. Networked across all AOL channels to facilitate proper AOL integration into AIMToday.com. Attended and participated in daily pitch meetings for promotional plans and ideas. Oversaw and programmed the News, TV and Video Games sections of AIMToday.com.

Advised gamers on purchases depending on taste and prior gaming experience while familiarizing gamers with new systems, technologies, and upcoming games. Monitored trends in the video game industry and communicated those to gamers.