Well hello there.
I am a passionate and impact-driven brand leader dedicated to making brands matter in the world. With global experience both in-house and agency-side, I have built, propelled and reset some of the most iconic brands and ambitious companies. Here you will find just a sample of my work.
Skillz
Defining and activating the brand from the ground up for the pioneer in skill-based gaming
Meta/Facebook
Laurie Felt Los Angeles
Defined the brand as one that exists to “Give women the freedom to feel real”, and activated it across all channels, while building a growing community around it.
Launching Laurie Felt’s first e-commerce site
Tubular Labs
Building a ‘Category of One’ brand in the video intelligence space, by defining and activating its brand platform: “Create with Confidence”
Fueling Audi of America as
a fearlessly forward brand.
Audi is not just another luxury automotive brand. It has a soul that’s deeply routed in its founder who famously used to say “whatever can be made by man, can be made better by man”. This notion of progress and going against the norm was something Audi shared with its “tribe”. So rather than talk about features and product attributes like the rest of the category, Audi become a thrilling storyteller who championed a way of life. The award-winning work
drove 50% growth YOY in sales.
Helping GoogleCloud x NCAA
rule the game.
How do you activate a B2B cloud the “Googly way”? - You do things differently. With major competition from AWS and Microsoft, GoogleCloud needed to prove to the world that it was enterprise ready. March Madness became the perfect stage to amplify this alongside NCCA who was ready to take 60 years worth of sports data into the cloud. But rather than revert to traditional advertising, we chose to “show not tell” what the cloud can do. The campaign “know what your data knows” rewrote the rules of media and won numerous prestigious awards including an Effie, Cannes Lions and a Pencil.
Providing SurveyMonkey with a new
purpose pre-IPO: “Power the Curious”.
SurveyMonkey was at a cross-roads, without its beloved leader, it needed to define it’s future or be left behind. By working closely with the executive team, I was able to help transform SurveyMonkey from a survey company to a “People Powered Data” company who’s mission is to “power the curious”. True story: the idea of People-Powered-Data came to me at a brainstorm session and was merely a post it note on the wall, before it came to life. Curiosity was part of the culture in SurveyMonkey and not to mention the origin of the name. When my research proved that curiosity was a business idea (curiosity is directly linked to innovation), the transformation began. This case study is very dear to my heart.
Curiosity became a playbook for the entire company - from culture to product to everything in between.
Furthering the “hello humankindness” movement for Dignity Health.
'“hello humankindness” is a big idea. It stems from a very simple truth: we all have the power to heal, should we choose to use it. For a hospital network such as Dignity Health this meant ensuring that kindness and compassion are exercised within hospital walls, as well around the communities they serve. The creative idea behind humankindness is that it cannot be manufactured - rather, it is found. Therefore, “Found footage became the foundation of all communication.
Transforming Concord from just a contract company to one that “empowers people to agree more”.
Concord’s human-centered platform meant that it was more than just a tech company that manages contracts, but a powerful way to help people and people, businesses and businesses agree more. After all agreements are the foundation of everything.
Tagline for Concord: “Where agreements happen”
Analyst report in partnership with Harvard
Business Review.
International Women’s Day
With a team of ladies, creating this campaign in less than 4 days. The “Be Bold For Change” quotes represent the real voices and opinion of our female friends and family.
With a few connections, we got the campaign on 100s of billboards across LA and SF.