Digital-first strategic leader focused on building passionate teams, crafting purpose-driven brand stories, and making things happen.
Columbia University: ColumbiaYOU
Inspired Columbia’s global community to form a deeper connection with the University and with each other. Garnered participation from 80% of Colombia's schools and reengaged 200,000+ community members. I drove strategy, concepting and execution.
NBCUniversal: Social Upfronts
Transformed the upfronts into a moment to connect with a global audience. The social lounge was an onsite content studio that quickly churned out bite sized social content that pushed out across all NBCU brands. Content reached hundred of millions of users on social. I led the strategy, concepting and execution.
ADL: Never is Now
Drove participation in ADL’s tentpole event, Never is Now, during a tumultuous time. Crafted new messaging strategy and refreshed looked and feel that was applied to promotion and within the event itself. Produced video content with high-profile supporters including Vice President Harris. Inspired 5,000+ to attend from over 40 countries. I developed strategy, led creative concepting and oversaw execution.
Mean Girls: Make Fetch Happen
Teamed up with Mean Girls Broadway, the feature film and Tina Fey herself to make fetch happen. The campaign featured social content, audience promos and was punctuated by a live event where a NYC street was officially renamed “Fetch Way” for the day. The campaign resulted in millions of social impressions and drove tremendous press coverage. I oversaw strategy, concept and execution.
Meals on Wheels: Digital Foundation
Led the development of a comprehensive 5 year digital strategy for Meals on Wheels America )MOWA). Primary focus was on building internal consensus around audiences and objectives and building a unified supporter journey that inspired community and support. The project included CRM audience segmentation strategy, website design optimizations and analytics intelligence, and creative messaging and content. The “Watch Video” link leads to a case study video I created with my former team.
Meals on Wheels: Now More Than Ever
Built a new community of supporters during the height of Covid-19.Tracked a 57% increase in donations, 187% increase in donation value and 100% increase in web traffic. I led strategy, concepting and execution.
Wicked: Out of Oz
Introduced Wicked the Musical to a new audience. Out of Oz presented Wicked’s iconic songs out of the context of the show and with unexpected talent. The video series saw 25 million+ organic views and was featured across the entertainment press. I drove strategy, concept and oversaw execution.
International Rescue Committee: Behind the Headlines
Inspired the IRC committee during their annual gala with a narrative verse driven video highlighting the issues they deal with and the global impact they make. I drove the strategy, concepting and oversaw execution.
Major League Soccer: MLS Matchmaker
Recruited a new generation of soccer fans to find their favorite team. The MLS Matchmaker asked a series of insightful (yet ridiculous) questions that would ultimately land the fan on a team suggestion. The campaign generated over 1 million impressions and saw nearly 100k engage with the platform. I had a blast coming up with the strategy, concept and overseeing the execution.
NBCU/Bravo: Real Housewives Nation
Pumped up fans for Bravo’s Season premiere of The Real Housewives of New Jersey. The campaign was an early and innovative use of Snapchat geo-filters. I crafted strategy, concept and oversaw execution for the campaign which generated 1.5 million organic engagements in a single day and millions more in press coverage of the campaign.
Services for the Underserved: Finding Home
Reimaged the Services for the Underserved (S:US) brand story to build awareness in the NYC region. This integrated campaign was centered on a hero video aligned with a targeted media spend and extended into all digital channels as well as offline placements and events. Achieved a 96% CTV view rate and 72% on YouTube. I led ground up strategy, creative concepting and execution.
@Google: Speak Up or Shut Up
A talk I gave at Google on brand social responsibility and choosing whether to engage in potentially divisive conversations. I think I was on to something…
History/Vikings: 3D Prophecy
Engaged Vikings audience across digital with an unexpected techy twist. 3D Prophecy featured 3D printed recreations of items from each episode of Vikings. The series reached 1 million + views across digital channels. I drove strategy, concept and oversaw execution.
One World Trade: 1nspired
I was honored to introduce the new One World Trade Observatory to New York and the world. The 1nspired campaign invited a group of NYC visionaries—artists, educators, students, scientists, historians and more—to get a first look at the the view and be the voice of the campaign. The campaign reached over 2.5 million New Yorkers. I developed strategy, the concept and oversaw execution.
New York International Auto Show
Spent 9 years driving the brand creative for the largest auto show in North America. Led art/messaging development, digital/traditional advertising, social content, website, CRM and onsite activations. Generated a steady increase in brand impressions and show attendees each year. Click the “Watch Video” link to check out one of my favorite piece of content from the show.
@Google: Fearlessly Forward
A talk at Google focused on the growing maturity of digital platforms (and me) and how that can be both a headwind and opportunity.