Development and execution of compelling seasonal and product launch campaigns, as well as ad hoc cross-channel marketing, including in-store and packaging, that drives brand awareness, engagement, and most importantly, revenue. Developed the first unified portfolio positioning and voice for Peet's, Stumptown, Intelligentsia, and Caribou Coffee.

Creative direction, copywriting, and advising on how to make brand communications more authentically representative of our diverse world.

Led a 20+ creative team as a seamless extension of Google's global marketing org, with a $16M budget. Proactively provided value-add solutions to support client goals. Creative and managementDelivered 500+ annual projects– brand, email, web, social, display, video, messaging strategy, and more–empowering millions of SMB customers and agency partners to thrive with Google’s ad products. - Trusted creative advisor on Google’s SMB creative review panel, reviewing creative by all agencies to ensure quality and consistency.-Oversaw creation of 22 snackable videos for Google Marketing Live 2023. On-demand views +230%, average view time +140% YoY.- Collaborated to develop an agile pod model with creatives working in sprints. The ability to quickly test and optimize drove improved performance (14x feature adoption across a test population).Inclusive marketing initiativesProactive about making creative work that authentically represents diverse individuals and steers clear of stereotypes. Co-founded Media.Monks’ Inclusive Marketing Practice to help brands get it right, and gain greater audience connection and loyalty.- Led the charge to improve representation in our Google Ads and YouTube Ads creative. Developed an audit process, established benchmarks, and gave recommendations including a marketers’ tip sheet endorsed by Google’s CMO, and guidance for B2B and global markets. Improvement in creative was measured quarterly.- Generated new revenue streams. Inclusive marketing audits for brands including Uber generated $300K+ our first year. -Provided agency-wide training and resources. Co-led creation of A Practical Guide to Inclusive Marketing, a website that attracted industry attention.

Led a team of 20+ creatives at Firewood, an independent digital marketing agency founded on the belief that good people are good for business. Our embedded partnership with Google’s global marketing team fostered close collaboration and enabled us to deliver top quality, speed, and value. In 2019, Firewood merged with Media.Monks under Sir Martin Sorrell's S4 Capital. • Through frequent, transparent communications with my team, I ensured high team retention during the transition to Media.Monks and the rapid growth to a 9000-person org over the next 4 years. I held workshops to translate new company values into an empowering, and actionable team manifesto which defined our collective ways of working and fostered a strong sense of unity. And I facilitated opportunities for skills development and exposure to the larger org, including through temporary stretch assignments.• During the integration, I worked to standardize copy roles and responsibilities company-wide. For client-related accomplishments at Firewood/Media.Monks, please see the section above.

Pitched in wherever needed, including concepting and writing videos, display ads and social for Jira Software, in-flight entertainment programming for United Airlines, California Table Grapes print campaign and staring down coyotes outside the office in the early a.m. (Next-level problem solving!)

Led creative to launch BrewLife, a W2O OpCo, specializing in strategic positioning, branding and marketing for emerging tech, healthcare, and life sciences brands. Grew BrewLife to 25 people, $11M revenue in three years. Promoted to lead W2O’s full SF creative dept of 15+.• Client work included: Launching Coravin Wine Access Tech, awareness for Epilepsy Foundation, repositioning FRS Energy Products, digital for Genomic Health, opening Hotel Zephyr, rebranding Intuitive Surgical, user-centric marketing for Stryker Neurovascular, social for Wente Wines• Launched BrewLife, stewarded its website and social channels, and established a thought leadership platform as blog owner for 2+ years. Collaborated to create standard scopes and established copy templates, increasing efficiency and clarity. • Partnered on brand workshops, crafted brand positioning blueprints, and developed messaging platforms. Translated strategy into captivating branding and creative campaigns that won over consumer, HCP and investor audiences.• Grew Stryker Neurovascular account from a brochure refresh to a $1M per year, multi-year engagement. Adopting a holistic brand perspective led to a reimagined user-centric brand architecture and benefit-first creative that set Stryker NV apart from competitors in print, sales collateral, social and events.• Initiated opportunities to celebrate creative talent internally and externally. W2O’s first participation in SF Design Week provided public speaking practice, positioned us as a creative agency, and attracted potential candidates and new biz leads. My agency-wide lunch & learns showcased creative capabilities, successes and learnings.

Played a pivotal role in creative development and copywriting, cultivated client relationships, led presentations, and showcased our boutique marketing and brand consultancy’s expertise in pitches. • Clients included Genentech, Kaspersky, Second Life, Symantec, VMware, Qlikview.• Contributed to new audience segmentation and rebrand for Second Life (the original metaverse) to boost market relevance. Led creative development and wrote copy for email, website, and banners. • Managed small creative team, instituting 3-month new hire goals and performance reviews, which fostered a culture of talent development and clear focus. Resourced freelancers.

Provided engaging creative for Abilicorp, draftFCB, Kodak Gallery, Young & Rubicam.• Kodak Gallery (1yr+): Developed creative for large-scale revamp of e-commerce website with 75M users. Increased order value and expanded customer base with cross-sells, upsells, new products for pros, photo sharing prompts and SEO. Optimized updates through A/B testing, live user feedback and rapid weekly deployments. Crafted seasonal, product launch and triggered emails to nurture retention and sales.

Created multi-channel campaigns and new business pitches, including Blue Shield win. • Clients included: AMD, ChevronTexaco, Dr Pepper, Heavenly Ski Resort, Hitachi, NCAA, Symantec• Engaged marketing-averse microchip designers for Cadence Virtuoso launch. Our teaser UGC slogan contest tapped into the rivalry between analog and digital designers, resulting in 15+ min average microsite visits. Print, banners and landing page paid it off post-launch, with results 5x industry standard.

Developed impactful concepts and copy for Attik, Adobe/Macromedia, OgilvyOne, Roar Advertising• Macromedia (1yr+): Primary creative team for multi-channel Studio 8 launch, with highly interactive microsite experience. The most successful product launch in Macromedia’s history.

Specialized in personalized digital print and email marketing, incorporating deep relevance and trackable individualized microsites. • Clients included: Adobe, Apple, HP, Lowe’s, Microsoft, NYU, Sun Microsystems• Crafted highly targeted direct mail and landing pages to boost attendance of commercial printers at HP digital press roadshow. Achieved impressive 12% response rate and 59% conversion, prompting expansion across Europe.

Created compelling concepts and copy for print, radio, TV and dot-com digital at the network’s West Coast creative shop. • Clients included: Babystyle.com, Beaulieu Vineyard Wines, CheapTickets.com, ChevronTexaco, Coco’s Restaurants, Pacific Gas & Electric Co., Pets Unlimited, YMCA