HUGE LA

Associate Strategy Director : Jan 2017 - Present

180LA

Associate Strategy Director : July 2015 - January 2017

Clients: ASICS

  • Grew agency scope from US-only projects to global brand-wide strategy and creative leadership
  • Conducted international ethnography on Millennial / Gen Z athletes
  • Infused fresh insights into new brand architecture and campaign

Client: Miller Lite

  • Key member of team that cracked new strategic direction and creative platform to win the business
  • Helped lead strategy implementation across agency partners
  • Developed new consumer journey and ongoing creative campaigns

Client: Dollar Shave Club

  • Lead strategy for pitch-winning presentation; first time startup partnered with outside creative agency
  • Campaign harnessed over-the-top but fanatical peer reviews, communicating product quality and consumer love in fun, memorable way

Client: HP Business Printing (B2B)

  • Led product portfolio strategy and campaign development to relaunch entire family of printers
  • First time in company history that a single coordinated campaign communicated a whole suite of new technologies

Client: Boost Mobile

  • Uncovered insight that our customers and stores are in urban areas with lowest voter turnout
  • Inspired “Boost Your Voice” campaign which used our retail spaces to drive registration and in some cases provide voting places

Senior Strategic Planner : July 2014 - July 2015

Client: Boost Mobile

  • Led parent brand portfolio strategy and repositioning, conducted national retail research, led all creative strategy

Client: Mattel ViewMaster

  • Helped create positioning, design look and feel, roll out plan and launch work for GoogleVR powered product

Client: Mattel Innovation

  • Partnered with client team to write sell-in pitch presentation for new TV series and associated toy franchise

Client: Pepsi

  • Led strategy development and briefing for global ‘Pepsi Challenge’ launch creative

Client: New Business

  • Led pitch strategy for national sport league digital, global male grooming brand, dating startup and organic grocery store

Breakfast Lab

  • Created, led, and spoke at bi-monthly thought leadership / inspiration sessions within agency

Grey NY

Senior Integrated Planner : Jun 2013 - July 2014

  • AGENCY AWARD: Global Agency of the Year AdAge2014, AdWeek 2013

Client: Gillette

  • Led translation of pitch-winning presentation into integrated, global brand re-launch campaign
  • Conducted youth audience ethnography in Brazil and moderated near weekly focus groups and online surveys to inform creative
  • Led global and regional campaign development, creation of digital and social strategies, participated in product innovation workshops

 

Grey Masters

  • Nominated for internal ‘young guns’ training program and pitch competition 

HAVAS WorldWide NY \ Euro RSCG NY

Senior Integrated Planner : Nov 2012 – Jun 2013

Client: Dos Equis

  • Led strategy to continue “Most Interesting Man” campaign into 7th year, created Ambar product variant launch
  • Advanced campaign integration and execution through digital, social, mobile, editorial content, analytics, and events
  • Wrote entry and won 2013 Gold Effie for Sustained Business Success

Client: M-GO

  • Led product and brand launch creative development, product design workshops and comms planning

Integrated Planner : March 2011 – Nov 2012

Client: Dos Equis

  • Wrote and sold in, internally and with client, new positioning and strategy to evolve and extend TV-centric campaign
  • Began expanding “Most Interesting Man” to new expressions across channels, shifting from campaign messaging to brand behaviors

Client: M-GO

  • Key member of pitch team, assigned to new account as lead strategist after winning pitch

Community Manager / Social Strategist : March 2010 – March 2011

Client: Heineken

  • Wrote and sold in plans to launch brand into digital and social channels, one of the first national beer brands to do so
  • First of their kind digital and strategy and community management guidelines became templates for other clients agency-wide

TBWA\Chiat\Day NY

Account Group Assistant : Oct 2008 – March 2010

Clients: Skittles, Starburst, Snickers, Nivea, Dial, Tassimo

  • Collaborated on a wide range of projects on numerous accounts and new business initiatives, including competitive analysis, strategic planning, presentation preparation, general account management, etc.

Bucknell University, Lewisburg, PA

Bachelor of Arts : 2008

Major: Comparative Humanities / Minor: Italian Language and Literature

  • Graduated Cum Laude 3.5 GPA
  • Study Abroad in Milan, Italy
  • Member/Executive Officer: Phi Kappa Psi Fraternity