Leading brand and creative strategy for AffirmDeveloped Affirm's overarching brand positioning and narrative, and brand identity. Continually seeking opportunities to further connect the brand with consumers and merchants.Leading creative strategy and development for brand, product, partner, comms, and growth marketing campaigns.

Lead strategist for a multi-billion dollar start-up. Developed their global brand and campaign strategy. Defined brand’s purpose, positioning, tone and voice.Led the development of go-to-market plans with partner agencies (media, shopper, and transcreation) for regional brand launches, including adapting global brand creative for regional needs.Partnered closely with client insights and research team to test and refine campaign creative - developing discussion guides, observing focus groups, and identifying action plan to optimize creative. Developed research proposals for deeper consumer understanding to uncover insights that would lead to more relevant and impactful content and messaging in future campaigns.

Global Expansion: Provided teams with category, consumer, and cultural insights into international markets. Conducted primary (qualitative and quantitative) and secondary research. Leveraged data and learnings to develop go to market strategies for new markets (informing product development, packaging, marketing, brand, agency partners).Innovation: Conducted Needs States analysis to understand white space opportunity with existing customers and consumers. Worked closely with R&D, Innovation, and Product Development teams to help develop innovation pipeline by evaluating financial opportunity, impact, technology, feasibility.Category Expansion and M&A Strategy: Evaluated categories that align with business vision and growth strategy. Determined category opportunity as well as business opportunity. Conducted audits to evaluate and identify brands and technology that can be of interest for portfolio growth.Diversity/Multicultural Development: Developed strategies with the brand team to optimize marketing efforts to reach multicultural communities and identify innovation and product opportunities to better meet the needs of different ethnic groups. Evaluated the size of opportunity to prioritize marketing efforts. Conducted primary (in-home, in-home usage testing, and surveys) and secondary research to inform strategies across marketing, branding, and product development.Brand Health: Conducted a bi-annual basis the inform the company of the brand health. Evaluating the brand's marketing funnel, brand perception, brand growth, and loyalty in comparison with competitive brands. Seeking out barriers to purchase to help marketing and brand teams understand opportunities for improvement.Knowledge share: Editor for a monthly company-wide newsletter of latest category and competitive highlights.

Lead strategist for Global Brands: Listerine and Grand MarnierBrand strategy: Working with brands to develop their vision, mission, and story. Identifying opportunities ie., new audience segments, new audience needs, content strategies) to help brands grow relevance, revenue, and market share.Product launches and plans: Working with client marketing teams, R&D, legal, and PR teams to develop launch and long term marketing plans. Brought forth insights around consumer, category, industry, and competitors to create messaging frameworks and product briefs.Campaign development: Created briefs that provided direction in the brand and product story. Worked closely with creative teams to develop the right creative that will help meet client objectives (breakthrough/impact and persuasion).Communications planning: Created 360 communications plans that allow brands to connect with their audience across multiple channels (TV, print, OOH, digital, social, mobile, and emerging technologies). Identified communications objectives, content format, creative mandatories, and KPI's across all channels. Working closely with Google and Facebook to implement best practices into plans.Consumer Journey: Helped brands understand the consumer's behavior, mindset, and needs throughout their entire journey. Identified messaging objectives, role of brand, marketing objectives, and channels at different stages of the journey.Consumer research: Developed research plans, discussion guides, and surveys for audience deep dive, vetted vendors and reviewed bids and research methodology for vendor selectionCampaign testing: Worked with vendors for qualitative and quantitative research to optimize creative development prior to going into market. Working closely with research managers to identify the best stimulus for testing.

Shopper Strategy: Led planning and strategy for static and digital marketing executions within Comcast's retail environments (XFINITY stores, pop-ups, flagship, and indirect retailers). Mapped out entire store experiences with the type of messaging that is needed, where it should be placed, and on what mediums/method they needed to be conveyed.Accolades: Hub Prize 2015, Bronze, Comcast Makes Pop-ups ScalableGlobal Shopper Strategy: Led planning and strategy for Johnson's Baby, Global. Working closely with their GFO teams to establish shopper marketing strategy for existing and new product launches within their key markets (US, UK, China, Brazil, India, Philippines). Campaign strategy adopted by 100+ markets. Saw as high as 30% lifts in sale in some markets.Accolades: Hub Prize 2015, Gold; Reggie 2016, Gold.Business Development: Key contributor for new business pitches and RFP responses within New York office across various categories for both US and global opportunities, including CPG, services, tech, and spirits.Thought leadership: Key editor for agency thought leadership monthly newsletter and whitepapers

Retailer Experience: Planning Director providing shopper marketing strategy for Comcast's XFINITY retail stores and Indirect Retailers (Best Buy, Fry's, hhgregg, BrandsMart, Verizon Wireless). Provided understanding the customer journey within different store formats and customer missions and marketing strategies that included upsell opportunities.Integrated Strategies: Ideate on future state of retail environments, bringing in POS, digital, mobile, and social elements together in the retail experience.Retailer Ecosystem Planning: Created retail activation strategy for Johnson's new brand campaign across 4 channels (mass, grocery, drug, convenience) within developing and emerging markets. Conducted retail audits, consumer and shopper research through primary and third party research across 6 different markets (US, UK, Brazil, China, India, Philippines)Localization: Worked with creative, account services, and client teams to create a retail toolkit that provided Johnson's regional market leads the guidance to create local tactical strategies that met their client and market needs.

Global Consumer Research: Conducted global research for Acuvue Define that fed into creating a brand strategy that reinvigorates and repositions brand and product in East markets and launch Acuvue Define in West markets.B2C and B2B: Key Strategist for Microsoft. Provided deep consumer and category insights to develop brand campaigns for the launch of Microsoft Office 365 (Consumer and Small Business) and Microsoft Dynamics (Enterprise). Microsoft Office 365 campaign was developed across print, online video, digital, and social. Developed a communications strategy for Microsoft Dynamics based on primary audience research and developed a brand campaign featuring "change makers" who used Microsoft Dynamics to make a huge impact on their organization across print and digital to reach key business decision makers. Primary Research: Planned and conducted primary consumer research (e.g. focus groups, in-depth interviews, man on the street) for Microsoft Office 365 and Microsoft Dynamics.Research Syndication: Used primary and third party research and data analytics to tell a complete story of who our audience is (consumer data, media data, survey data, sales data)

Key account planner for Verizon Wireless, Televisa, Avaya, and PwC. Worked closely with creative, interactive design, and production team on project execution, providing them with strategic direction on creative approach, design elements, messaging, and tone.eCommerce Strategy: Redesigned eCommerce experience by understanding what consumers need when shopping for wireless products and their cross-channel shopping behaviors. Ensured Verizon’s website had the right information and intuitive shopping journey to drive online sales.Primary Research: Conducted shopper research to understand how consumers shop for mobile needs across channels and the role that retail stores can play. Created strategy for a tablet app that supported sales representatives in their dialogue with customers. Identified opportunities to use digital displays throughout the store to boost in-store experience and increase customer awareness and understanding of products.Business Optimization and Prioritization: Helped Televisa understand how they can use online, mobile, and social channels to better connect with their viewers and create monetization opportunities through advertising, partnerships, and eCommerce. Conducted research of LATAM consumers and business channel audit. Provided recommendations for their news, sports, and telenovela programs in how they can engage with their viewers in real-time and throughout the entire day, every day. Mobile App Strategy: Created strategy on what Pricewaterhouse Cooper’s online and mobile Thought Leadership experience should be. Identified the Thought Leadership space that PwC can own. Determined the type of content needed and how it should be displayed based on the behaviors and needs of C-suite executives using this content.

Account Planner/Strategist at Razorfish as a contractor (June 2010 - Current)Digital Strategist providing CRM strategies based on analytics and insights at Shaw + Scott as a contractor (June 2010 - November 2010)Strategist providing strategic direction and consumer insights for mobile/tablet application development (June 2010 - November 2010)

Key strategist for accounts such as Visa, Washington Mutual, Shutterfly, Wells Fargo, Mattel and Intel. Work closely with creative teams on project execution, providing them with strategic direction on creative approach, messaging, and tone.Media and Search/SEO: Provided media planners and search strategist with consumer insights to guide their plans.Research Syndication: Conducted consumer research and analyzed website and media data to understand trends and how current campaigns and programs are performing.Thought Leadership: Author of an internal agency-wide monthly newsletter that describes marketing and advertising best practices. Key contributor of Razorfish’s 2009 digital report, FEED. Report provided insights on how companies should take their brands online and why it important for them to engage with their audience in the social space.

Program Audits: Lead of new email success client program for key Fortune 1000 companies. Key deliverer of comprehensive performance audits and deliverability reports. Successfully conducted email marketing optimization audits and deliverability audits for 15+ clients in financial services, retail, business-to-business, and travel verticalsAccount management: Maintain client relationships and work closely with client to review email strategy. Selling through optimization strategies and managing deliverable timelines.CRM Optimization: Advise clients in implementing lifecycle email marketing and deliverability best practices. Creating the necessary action items to ensure the success of the entire program, including action plans and client facing documents.Data Analysis: Performed campaign analysis and trend reporting, data modeling and segmentation strategy developmentCustomer Success Manager: Took on the role of a Deliverability Monitoring Trainer. Trained clients on how to use deliverability testing platform and analyze their email deliverability performance; continually provide clients with recommendations on how to improve their deliverability ratesQuality Control: Performed email campaign QA testing by test launching emails on their email marketing platform, ensuring that email campaigns will render and deliver correctlyThoughtleadership: Authored an HTML Design Best Practices whitepaper, providing readers with recommendations that ensures deliverability and proper image rendering in email clientsCompetitive Audit: Secondary research on email and lifecycle marketing success stories, industry benchmarks, creative approachesResource Manager: Managed team's availabilities and resources.

Worked with product managers and creative teams to create product print advertisements and product catalogs and brochures from start to production.Created a wiki page for internal marketing team to more effectively collaborate on projectsPerformed competitive and comparative analysis

A secretary to two lawyers practicing appellate and family law.Organized briefs to be submitted to Court of Appeal.Managed daily office tasks and projects with two employees.