*Led a full brand overhaul, introducing a new design system, brand platform, advertising campaign, and website redesign—the first in over a decade. Drove 30% growth in brand awareness, 12% growth in consideration, and double-digit website engagement increases. *Transformed marketing operations by launching an internal creative studio (award-winning) and digital marketing team; and in-sourcing social media and sponsorship strategy. Delivered over $1 million in added value and reduced agency costs. *Tripled team size in under a year, maintaining high employee engagement and operational efficiency. *Oversee brand partnerships, including the naming rights partnership with the NBA’s San Antonio Spurs for their home arena, now known as the Frost Bank Center. Others include the Houston Rockets and Austin FC. *Manage 75% of the marketing budget, consistently staying on plan. *Built trusted relationships with the board of directors, CEO, CFO, and the executive leadership team. *Direct marketing for brand, mass consumer retail, private banking, wealth management, and underserved audience segments.

Lead a team of 29 overseeing content and social media strategy at IBM. Our goal is to increase brand relevance through audience-first content tailored for the channel. Functions led include:*Innovation + Strategy*Influencer engagement*Social Intelligence*Owned channel governance*Community management/CX*Operations, vendor, and budget management

Revitalized the IBM Watson brand resulting in 238% more referral traffic to Watson products, 35% higher social media engagement, and increased relevancy scores. Built a cross-company and multidisciplinary team encompassing digital, social, events, sponsorships, advertising. Delivered refreshed Watson brand narrative, positioning, brand strategy toolkit, sparklers, customer references, and sales presentation within first 6 months. Developed IBM's POV on trustworthy AI and led marketing campaign, resulting in new leads on day 1 and #1 branded and unbranded SEO ranking for “trustworthy AI.” Captured highest audience attendance and engagement at IBM's Think conference outside of chairman's address. Maximized efficiency with a modest budget by implementing agile working methodology focused on delivering consistent, incremental deliverables.

Tasked by CMO with overhauling the Watson Health brand across all touch points, including staffing a team, developing new brand strategy, visual language, messaging, positioning, collateral, and more. Also oversee the design and tech team that develops sensory immersive experiences for our Watson Experience Centers. Completed staffing, brand strategy, visual guidelines, cross-brand messaging, positioning, 2 immersive experiences and more in 10 months. Flagship deliverables included a new anthem video and new website.

Manage an in-house global team of 15 social strategists and creatives, producing award-winning campaigns and industry-leading engagement rates for the IBM flagship social media accounts.

I led a team that manages IBM's flagship social media accounts. Conceptualized the strategy and launch plan for IBM's Snapchat account. Since the IBM Snapchat's launch in April 2016, we have shared 50+ stories across 6 continents. During my tenure, IBM's social channels have enjoyed some of the highest engagement rates in our industry sector, receiving numerous honors, awards and media coverage. Work with social brand teams across the company to represent IBM across the social web in accordance with our guiding principles, guidelines and standards. Collaborate with our various marketing, communications and advertising functions.

I managed the content/engagement strategy and execution for the IBM master brand social media channels. Fostered triple-digit percent growth in engagement since September 2013 and extended brand presence to new channels such as Instagram.

Enablement lead for global group of social business managers within IBM Global Content Services organization. Worked with social business managers to determine best practices and provide guidance and mentoring.

Social business manager for IBM Cloud Computing, which involved running the @IBMCloud Twitter handle and other social media venues for IBM Cloud. Editor of ThoughtsOnCloud.com. Oversaw global team of IBM cloud community managers.Conceptualized a monthly Twitter chat (#cloudchat) hosted by @IBMcloud, which now takes place on a monthly basis and furthers industry discussion on various cloud computing topics. Recognized as an IBM Redbooks Thought Leader and regularly sought out for counsel on best practices for getting started with and using social media tools.

Member of the AT&T, Tourism Australia, Film Detroit, Nationwide Insurance, Fantastic Sams Hair Salons accounts. Was on the ground for the first three iPhone launches on behalf of AT&T and served as an AT&T spokesperson and media manager for the Greater Los Angeles area. Handled media relations for Tourism Australia, including staffing a two-week press trip to the country. Also was on the national media team for Nationwide insurance, landing interviews with the New York Times, Wall Street Journal, Los Angeles Times, and more. Developed and managed the Fantastic Sams Hair Salons Facebook page and handled social media/digital outreach for the brand.