I write and develop strategy, produce content and creative plans, and direct resources and teams across multiple channels of execution.
I have experience in media and marketing, and on both brand and agency side, in core digital marketing roles across omni-channel strategies, where I’ve led brand development, orchestrated teams, elevated creative output, scaled departments and actualized goals. And of course, had some fun along the way.
Below are a few examples of some favorite challenges. ↓
Challenge. How do you bring an internal brand DNA document to life?
By turning it into narrative. This is one of 12 pieces I wrote for denim brand Hudson Jeans to personify their brand’s character traits of irreverence, independence and believing in yourself.
Role: wrote, directed, cast & produced this on spec to illustrate how to create brand narrative, along with a content calendar for a planned release schedule as a media company would.
BRANDING / NARRATIVE / VIDEO
Challenge. Kickstart a brand’s organic video content and optimize its paid social to increase roas.
Developed a strategic organic content plan [SOC], hired talent and resources to support various video production types. Audited, then optimized management and performance of the brand’s paid social, search, and email flows to increase ROAS [Return On Ad Spend], and implemented better email content and practices for better conversion rates in flows.
Role: marketing, creative, & ad strategy
paid social / organic social content
Challenge. Help a start-up evolve its brand image & communicate its product’s value proposition.
Wrote and produced strategic, organic and paid content that clearly showcased what makes the product meaningful to consumers while also positioning the brand as innovative and thoughtful. Helped developed influencer partnership program and content.
Role: strategist, copy & concept, creative director & producer
BRANDING / ADS / VIDEO
CHALLENGE. HOW do you create a sizzle reel for a young marketing agency without showing their offices, people, or work.
By creating a thesis video on change to compel business owners on the need to stay relevant in fast changing times and trust an agency who knows what works.
Role: wrote, sourced footage and edited
MARKETING / PROMO / VIDEO
Challenge. Transform a wellness brand’s marketing materials without having them look like traditional healthcare communications you’d find in a doctor’s office.
By evoking aspirational qualities that come from the benefit of the services, we incorporated non-traditional aesthetics, humanized copy, and visual structures to make the content more accessible.
Role: concepts, copy & creative direction
social / communications / event / retail
Challenge. How do you Help a conventional retailer with sluggish sales entice shoppers online and in store in a new way?
By changing the conversation from “mattresses” to something everyone truly cares about— “SLEEP.” Once this ‘Sleep Better’ campaign and re-brand was implemented through all channels- web/UI, in-store, social, email, broadcast, the client saw YOY sales up 20%.
Role: pitch re-brand, style guides, copy, write/direct/produce video content for TV & social
RE-BRAND / STRATEGY / CAMPAIGN
Challenge. How do you communicate the hand made quality and domain authority of a tableware brand with out using the words “hand made” and “tableware?”
By telling a better story through words & pictures and creating a supplemental editorial calendar using an archive of the client’s existing photo and video assets.
Role: copy writing, content planning, creative direction
BRANDING / COPY / SOCIAL
Challenge. How do you make “BEHIND THE SCENES” VIDEO CONTENT more engaging and RELEVANT?
By pivoting away from behind the scenes style video and shooting in more directly engaging ways for the viewer. I directed models to interact with the camera and the clothing in more dynamic ways. We converted “photo" shoots to “hybrid” shoots to capture both photography & video assets for omni channel use, and created vertical cuts for mobile-first consumption on social, as well as e-comm product and landing pages.
Role: consultant, director, editor
CONTENT DEVELOPMENT / SHOOT PLAN / VIDEO
Challenge. How do you share a company’s culture authentically?
By capturing the energy of its culture in candid ways to create something that feels truthful and inspiring. And by weaving its principles through its product making.
Role: director, producer, interviewer, editor
BRAND / CULTURE / VIDEO
Challenge. How do you help a new brand define itself or an established one in search of itself?
Create a brand book to act as a bible for the organization to adopt internally and help communicate its message, story, and visual standards externally through its platforms and business partners.
Role: research, copy writing, creative direction
BRANDING / COPY / CREATIVE DIRECTION
[1. Tableware company, Beatriz Ball] [2. Start up surf gear, Quiver Grip]