RECENT WORK EXPERIENCE

TIKTOK - BRAND STRATEGY DIRECTOR, GLOBAL BUSINESS MARKETING

Develop interactive programming and key brand, product, and platform narratives to further TikTok’s strategic positioning within the industry, resulting in 47x ROI and more than $1B in assisted revenue via strategic activations.

Overhaul strategy and content development best practices to drive +310% course enrollment, +62% content engagement, and to reduce content production costs by more than 80%.

Leverage industry expertise to build bespoke paid + organic + creator strategies and advise on strategic TikTok deployment in the context of clients’ larger media activation strategies.

MEDIA ASSEMBLY - VP, STRATEGY + CHANEL BUSINESS LEAD

Work with agency leadership to write the “strategy story” and define the role of the strategy team within the agency; develop the agency’s comms planning framework and strategic processes / briefing documents.

Act as strategic lead for new business pitches, from initial RFP response to ideation, communications framework construction, measurement framework development, etc..

Contribute to agency publishing efforts, including writing and fielding custom research (both for clients and on behalf of the agency); craft COVID response documents and business plans to assist clients through pandemic communication.

PHD MEDIA - STRATEGY & INVESTMENT DIRECTOR

Held cross-functional Strategy, Investment, and Marketing Sciences group accountable for client business goals; act as the expert internal and external resource to help others understand the client’s mission, vision, growth plan, and brand ethos.

Served as the client’s and other agency’s “battle buddy,” keeping all parties aligned on strategic opportunities for Paid, Owned, and Earned media as well as new or FTM strategic partnerships.

Supported Executive Committee and other senior leadership in training USA offices on proprietary OMNI planning tool, as well as providing POVs, RFP responses, and related expertise. Serve as an “internal consultant” for other teams.

Participated as strategic lead for $500M+ in new business opportunities and established turnkey market planning methodology.

BRANDS I’VE WORKED WITH

Media Assembly: CHANEL, Nickelodeon, Red Robin, Dave & Buster’s, ETRADE, The Joyce Foundation, Perrigo, Pulte Homes, TRUTH

PHD Media: Mailchimp / Mailchimp Presents, Bayer (Primary); Delta, Carnival, FootLocker (Consulted)

AMP Agency: SKYN & Lifestyles, Edgewell Personal Care, Apple & Eve, Welch’s Fruit Snacks, Virtue Labs, PURE Insurance, Strivectin, LaPrairie

Hill Holliday: Dunkin, Capella University

Brand Networks: Walmart, Chick-fil-A, Kao, Gilt Groupe, Sunny Delight, Constant Contact, VH1, American Greetings, Reckitt-Benckiser CA

MullenLowe Mediahub: Google, Jetblue Airways, Timberland, EmblemHealth