Creative Direction | Strategy | Digital & Social Media | Emerging Platforms & Technology Technology focused creative leader with over 20 years of creative strategy, brand building and advertising industry experience. 15 years of creative team management, mentorship and talent development. Passionate in the belief that great storytelling, creativity and innovation builds brands and positively drives business results. Strong knowledge of mobile & console game advertising across social, digital, traditional and organic channels. Deep experience in both strategic brand building and data-driven user acquisition & performance. Extensive experience working closely with multiple cross-functional teams to define and drive shared initiatives and goals. Committed to making advertising inclusive and representative of the rich variety in human experience. Impact includes:* Delivered measurable creative performance for clients across North America and Latin America while contributing to broader team that included Europe and Asia Pacific to define global marketing strategy at Meta.* Increased sales by developing a player segmentation initiative to split gamers on Facebook’s platforms into 8 addressable audiences, a strategy subsequently adopted by the biggest brands in the console gaming space.* Led team in building creative recommendations for maximizing automated delivery of creative campaigns at-scale to the most high-value audiences on Meta platforms.* Worked cross-functionally to experiment and refine creator campaign strategies across two continents to prove the effectiveness of influencer marketing on Meta platforms.* Served as Diversity, Equity & Inclusion head for the global gaming team to ensure that games marketing across Meta platforms was as inclusive and diverse as the gamers themselves.I began my career as an English Major/Art Director in full service advertising agencies, a foundation that continues to inform my role as a manager and mentor of creative teams. I led a department of art director/copywriter teams as SVP Group Creative Director with FCB West, after which I joined Facebook to build their Creative Strategist team in support of Global Gaming Sales. Most recently, I was Head of Creative Shop Gaming: Americas for Meta, where I led a team of Creative Strategists helping drive a $1B revenue stream by assisting clients in effectively navigating Meta’s platforms and maximizing it's advertising ecosystem to create compelling creative campaigns that achieved maximum return on their ad spend.
Listed skills include Creative Direction, Creative Strategy, Advertising, Integrated Marketing, and 23 others.