Svp, Group Campaign Director
CurrentLead a cross-functional team to oversee the development, execution, and evaluation of 4-6 major marketing, advertising and digital campaigns (with a focus on Ad Council's Mental Health Initiative). Responsible for areas such as research and insights, creative development and production, digital products, SEO/SEM, PR, social advertising, influencer marketing, community partnerships, evaluation and analytics. We emphasize ROI and impact as we look to tell stories and shape messages that will help change people's lives. Previously served as project lead for Ad Council’s COVID Vaccine Education Initiative, managing the “It’s Up To You” brand along with a $60M budget and a 25-person team respond to one of the biggest public communications missions of our lifetime. The campaign drove more than $300 million of donated and earned media value, 12 million website visitors, and helped reduce vaccine hesitancy from 50% to 5% over the course of one year. The campaign included work with each of the major U.S. sports leagues, former U.S. Presidents, Pope Francis, and a short-form documentary with descendants of the Tuskegee experiment.
