I thrive on customer insights, I guide creative teams, and I tell brand stories by framing communication strategies and building campaigns.
I’m in my sweet spot when I'm building a team, building a brand, and building relationships with customers. Let's build together.
During my time at Automattic, I led the creation of the first-ever integrated campaign strategy for WordPress.com including a product messaging framework around the "changemaker" in all of us. I wrote all campaign creative briefs, led strategy, creative development, campaign testing, brand health surveys. I also experimented with various creative and messaging solutions to find what resonated with new WordPress.com customers across mass, digital and editorial content.
I led our selected ad agency (hat tip to Interesting Development), media partners, digital agencies, and internal creative teams through the execution of this integrated marketing and editorial campaign. We rallied around a north star strategy that “WordPress helps people everywhere turn great ideas into even better realities.”
At Amazon, I lead the initiative to build a new, international brand advertising strategy that allowed the brand and product of Amazon Music to stand out as a powerful voice-activated music service without getting lost in the fame of it's more famous sibling, Alexa.
Our January 2018 brand campaign got people's attention with a 40% increase to homepage traffic during the peak of our campaign window. But this awareness blast wasn't going to be worth much without further engaging our most promising audiences.
I developed additional evergreen ad content to be used as a follow-on to those who had visited but not signed up, as well as targeting in-market audiences on YouTube, social, and digital TV such as Hulu.
This is one of my proudest moments as a creative director. My in-house ad concept for the launch of Kindle Fire was selected by Jeff Bezos against our A-list agency partner pitches. This was the creative that opened the opportunity for me to build our in-house production agency, Amazon Creative Services.
I brought together a team of unique disciplines and guided them through our first major internal campaign as Amazon Creative Services. After consulting with UX and marketing teams for Kindle Unlimited, I found their launch plan inadequate, and scoped a campaign that included a unique brand position, art direction, launch video, photography, and marketing landing pages.