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As an experienced marketer working in research and strategy for branding, design, and communications, I believe in building consumer-centric solutions founded on cultural insights.

I see myself as an advocate of non-traditional and integrated solutions and a dedicated partner that can fill the role of writer, producer, or even puppeteer, when necessary (video here).  

I am a Virginian, cyclist, and former judge at the Memphis World Championship BBQ Cook-Off.

Identity
& Intent

I have pursued and enjoyed opportunities in marketing, advertising and design because of a desire to help build and spread culture-defining ideas. 

Virginia Commonwealth University Brandcenter

MS, Creative Brand Management
8/08 to 5/10

Virginia Tech

BS, Marketing Management
8/04 to 7/08

Background
Information

4A’s “Future Star”

Winner of 2011 IAAS pitch (Client: Columbia Sportswear)

Semi-Finalist

Skild’s 2008 MBA Innovation Challenge

Scholarship Recipient

Charles “Buddy” Neviaser — Pamplin Leadership Scholarship

My experience lies in hybrid roles that allow me to leverage my skills as a strategist and project lead with responsibilities, including:

 

Establishing long-term brand vision, product positioning, campaign strategies, and stewarding collaborative client relationships.

Uncovering consumer insights by analyzing data, organizing formal research, conducting scrappy research using whatever resources available, or sifting through secondary research.

Fostering collaboration between multidisciplinary teams in service of planning and managing the production of integrated, multi-channel marketing campaigns including: TV, digital (websites, online videos, banners, email, micro-sites, mobile apps), radio, print and stunt.

Professional Experience

Google // Global Brand Strategist -- Contract (5/15 - now)

Focus: Google Play

  • Using customer interviews, in-person UX studies, product data, and analogous examples to guide and inspire a team of integrated designers to rethink the support ecosystem for Google Play as well as partnering with stakeholders from support, product, and design teams to implement the changes. 

  • Developing the strategy to inform the design of an email template to be rolled out across all 1:1 Google support emails and leading the testing to validate that it will increase performance over the current, text-based model

  • Bringing together team members from multiple disciplines to collaboratively solve challenges like streamlining processes, improving customer satisfaction metrics, and decreasing call volume, using consumer research as the catalyst. 
     

MUH•TAY•ZIK | HOF•FER // Brand & Strategy Supervisor (1/14 - 5/15)

Advertising Age’s 2014 Small Agency of the Year
Clients: AAA, New Amsterdam Vodka, HP, Google, Ooma, and New Business

  • Led ideation and creation of Google Chrome’s 2014 April Fool’s campaign, which included a temporary “Translate to Emoji” feature to Chrome for Mobile and launch video, which garnered 390K+ views on YouTube and media coverage such as CNN, Huffington Post, Yahoo!, and Mashable. 
  • Spearheaded the redesign of HP’s Enterprise Software site, which brought the familiar features of a consumer-facing app store into the context of an Enterprise marketplace. This category first was named Best in Class for New Global Web Experience in the 2014 Interactive Media Awards.


Camp + King // Brand and Strategy Manager (2/12 to 1/14)

Clients: Google, Capital One, Zoosk, Redbox, and New Business

  • Crafted campaigns leveraging online video and Facebook for Zoosk, which saw a 318% boost in unaided awareness, 52% increase in consideration, 80% increase in site preference, and was a featured case study on Think with Google.

  • Developed banner campaigns for Capital One that boosted response rates 23% when run in conjunction with existing marketing efforts.


BBDO San Francisco // Account Executive (9/10 to 2/12)

Clients: Uncle Ben’s, Nutro and Whiskas

  • Developed a messaging hierarchy and launched a new brand identity for Uncle Ben’s while guiding an international roster of partner agencies to implement it globally.

Capital One // Innovation Externship( 1/10 to 5/10)

  • Developed a new credit offering, a comprehensive marketing plan, and an online user resource center for college students based insights gleaned from primary and secondary research. Elements of this work were used in the creation and launch of the Capital One Journey card.

Familiarized students with the advertising process, from client
briefing to pitch, with an emphasis
on the approach, elements, and implementation of advertising strategy.

Miami Ad School  (5/13 to 9/13)

Class: Strategic Thinking


University of Virginia — Darden School of Business  (1/13)

Class: Integrated Marketing Communications for MBA’s


American Association of Advertising Agencies  (2/12 to 5/12)

Class: Advanced Advertising Studies