The start of another great adventure...

Joined Expedia Group to lead the redefinition and relaunch of the Vrbo brand - the brand that invented the online vacation rental category and was ready to reestablish its leadership position. Led a cross-functional team of 10 that focused on brand strategy foundations (target audience, value proposition, brand health), creative strategy (identifying new briefs, building cases for increased channel investment, spearheading creative/channel planning + creative optimization, managing non-working brand marketing budget and production timelines), and brand partnerships and activations. I learned more than I could ever imagined, and worked on some of the most fun and interesting projects of my career, including: - Launching Vrbo in 17 countries, and building out creative strategies for the US, Canada, UK, France, Germany, Australia, and New Zealand- Successfully rallying the entire company around a new target audience and value proposition - Promoting vacation rentals during a pandemic (spoiler alert: private whole homes are undoubtedly the best place to spread out and spend time together somewhere besides your own home)- Identifying new use cases for travel while we all WFH'd, and coining the “flexcation”- Launching the most effective campaigns in the company’s history that not only drove exceptional ROAS, but also showed our target audience we get them by building a meaningful, distinctive brand. Thanks to the strong business and brand health results, we made significant increases to demand generation investment - Leading the process to identify and build a campaign around a celebrity spokesfamily - Increasing Vrbo’s word-of-mouth through compelling activations and partnerships that land the brand positioning

Joined HomeAway in late 2018 and immediately helped the company: - Change its name (to Vrbo)- Give the 25 year old brand a facelift with a new, more memorable pronunciation and a logo to boot - Go to market with Vrbo’s first brand campaign - Refine its target audience from trying to win with everyone, to squarely focusing on winning the larger family trip (knowing if we deliver a great family trip, we’ll win other trips, too)

Opened the R/GA Austin outpost on day 1 and grew the Strategy department from just me to a multi-million dollar practice of 10 strategists, analysts, and consultants. As department lead, I was responsible for developing interesting consumer research, guiding the development and launch of highly effective campaigns based on those insights, growing existing accounts, leading new business efforts, and developing an awesome team. We launched work that customers loved, and that I am so, so proud of.

As the Austin office grew and evolved, so did the kinds of work we did. I led the strategy team as we shifted from a social media-only focus to full service strategy: research (qual, quant, primary, and third party), business strategy, brand strategy, comms planning, and marketing sciences/analytics. We helped Fossil get into the wearables space, launched Royal Caribbean's most innovative ship yet, and catapulted Crocs' brand relevance. Also worked with Whole Foods, ESPN, Telstra (in Australia), and UCLA.

Hired to help open the Austin outpost of R/GA. At its start, the Austin office was the mobile & social center of excellence for the rest of R/GA's global network. I hired a team of 7 - strategists, content experts, and community managers. We led social media management for some of the agency's best clients - Royal Caribbean, L'Oreal Paris, Capital One, and the Livestrong Foundation.

As a visiting lecturer for the Miami Ad School's Social Media and Consumer Engagement Boot Camp program, led a 3-day immersion on correlating social success with business results.

Early hire at what became a leading social business advisory and intelligence firm. As a strategy leader, contributed to a multi-million dollar strategy consulting practice while working on clients like Target, Zappos, Dr Pepper Snapple Group, Pizza Hut, Yum! Brands, Discover, Merrill Lynch, Citibank, and GE. Also contributed to and led speaking engagements for SXSW, Social Media Week, and Innotech Austin.

Planned and managed marketing, business development and client service for a boutique Atlassian implementation firm.

The First Tee is an international non-profit that provides leadership opportunities to community youth through an educational program that instills values while learning golf. It is supported by the LPGA, Masters Tournament, PGA of America, PGA TOUR and USGA. During my time at The First Tee of Greater Austin, I supported initiatives for annual giving, special events, social media and other marketing strategies for the organization.

Interned for Click Here, the interactive arm of The Richards Group in Dallas, TX. Accounts included: Home Depot, La Madeleine, and Hyundai.