SELECTED WORK
MPB
Marketing Leadership
As Vice President of Marketing, I lead US integrated marketing strategy for the world’s largest resale platform for camera gear, now recirculating over half-a-million items a year. I'm a key member of the senior management team responsible for driving exceptional growth in global revenue and market share.
I oversee a diverse team of ten Brooklyn-based marketers and creatives responsible for insight-driven activity across brand, partnerships, experiential, content, social, influencers and comms. I was a primary contributor to MPB’s purpose-driven brand platform. Known as a collaborative change agent, I'm also responsible for delivering a range of strategic projects to transform processes and improve results across the organization.
FLIPPABLE
Brand & Integrated Marketing
From 2017 to 2019, I served as an advisor for Flippable, a progressive start-up building the movement to flip states blue and restore our country’s democracy. In 2017, I served as the Interim Director of Marketing to guide the organization through rebranding, the launch of a new website and fundraising platform, the development of a new content strategy, and key state races in VA, FL, and WA. This critical period expanded the reach, relevance, and fundraising capacity for the organization, and helped Democrats make dramatic gains at the state level in the 2018 midterms. In 2019, Flippable successfully merged with Swing Left.
SKITTLES
Brand & Social Strategy, Content, Audience Engagement
As the principal of StellarEngine, I led the strategy and creative execution for Skittles on social media for half a decade, bringing the Rainbow to life via a signature brand personality. During this period, the Skittles Facebook page grew to 22MM+ fans, making it the second-largest Confectionery brand on Facebook, with organic content generating millions of impressions each month even as Facebook drastically reduced reach. @Skittles on Twitter saw its number of followers double year-over-year, dominating Confectionery brands. Skittles earned praise in publications ranging from Mashable to BuzzFeed and even made the front page of the internet when the brand’s content was the #1 topic on Reddit.
5 GUM
Social Strategy, Content, Audience Engagement
5 gum introduced the Truth or Dare program to recapture the attention of younger consumers: limited edition packs that turned the product into a game of Truth or Dare. My team at StellarEngine put game play at the center of 5 gum social media, challenging audiences to participate and tag friends to get them in the game, too. We scripted challenges and live Twitter games with celebrities to drive reach and relevance. During the program window, social engagement with the brand quadrupled, and, most importantly, integrated marketing efforts resulted in increased velocities for the product.
SIGNS
Digital Strategy, Audience Engagement
Signs, the leading international journal in women's and gender studies, was looking to increase engagement across digital channels and reach broader audiences with the journal’s open-access features. I trained the editorial team on brand building and digital strategy, equipped them with tools for serving their audiences, and facilitated a workshop with their Associate Editors to create a roadmap for digital outreach.