Brand Planner & Innovation Strategist

I'm a planner and strategist with over 15 years of experience helping brands and organizations solve business challenges, impact culture, and build lasting connections with people.

I’ve created new categories, helped elect Presidents, changed public opinion, reinvigorated legacy brands, created new ones and guided troubled ones through difficult times. You may not know me, but you’ve almost certainly seen my work.

Some of My Recent Work

Instagram
"Yours to Make"
Instagram

Agency Johannes Leonardo
Challenge How do you reignite love for a platform that everyone is already using?

Approach Demonstrate the meaningful role Instagram plays in Gen Z life in a relevant and distinctly Instagram way through a new brand platform and 360 brand campaign. The resulting work is a celebration of youth and of the power they wield. A call-to-action that’s as easy to participate in as any: explore who you can be on Instagram, and show us what we can be in the process.

In the Press
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Airbnb
"Hosts"
Airbnb

Agency R/GA California

Challenge Airbnb as a platform has evolved, but their narrative for hosting had not. So, how do inspired hosts to offer an elevated level of service that meets the expectations of the guests?

Approach Redefine hosting and elevate the benefits of it to attract a new generation of ambitious hosts to join Airbnb. Our new host narrative and website redesign resulted in a 10% host consideration lift and a 22% lift in site conversion.

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Priorities USA
"Winning"
Priorities USA

Agency In House

Challenge While only 8% of black voters supported Trump in 2016, 16% of young black men did. So, how do you persuade young black men to vote against Donald Trump?

Approach Show voters how he’s standing in the way of their greatness with a targeted digital campaign. Internal analytics estimate our program increased Biden’s statewide margin by 1.25% in key battleground states.

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Doritos
"Duet Roulette"
Doritos

Agency R/GA California

Challenge How do you bring the joy back to shopping and drive Gen Z in-store and online for a limited edition Doritos release?

Approach Hack TikTok’s most famous feature to create #DoritosDuetRoulette. The Russian roulette-style game fully integrated the product into a shoppable TikTok challenge that ignited over 10 billion views, along with a lot of mouths. The chips sold out in just days, reselling on EBay for 10x the original price!

Awards 2021 Bronze Clio, 2021 Webby Awards (2x), 2021 One Club ADC Awards

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Priorities USA
"Police State"
Priorities USA

Agency In House
Challenge How do you convince a numb and jaded electoral of the severity of President Trump’s rhetoric on the 2020 racial justice protests?

Approach Challenge voters in a jarring and visceral way to see the consequence of his actions through a different lens. The campaign decreased Trump's approval rating by 2.4% in key battleground states.

In the Press
- Washington Post: Google rejects ad depicting police violence aimed at persuading black voters
- Politico: PACs hit Trump for ‘police state,’ racism and Covid in ads targeting Black voters
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TCHO
"The World of What If"
TCHO

Agency I&Co

Challenge Once the leader of American craft chocolate, TCHO was struggling to find differentiation among a sea of competitors. How do you stand out when everyone is boast about that which previously made you special?

Approach Reinvent ourselves not as a craft brand, but as a cult brand built around owning a distinct and meaningful role in culture around the spirit of curiosity and the Way of ‘What If’.

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ASICS
"OneASICS"
ASICS

Agency I&Co

Challenge As the retail industry is being shaken to the core and is needing to shift online, how can ASICS become not just direct-to-consumer, but truly customer-centric?

Approach Design a dynamic loyalty program that celebrates and rewards not just shopping, but running and interacting with the brand. The result was a +600% Increase in e-commerce account creation.

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Cadillac
"Book by Cadillac"
Cadillac

Agency Publicis NA
Challenge How do you reimagine car ownership for a luxury consumer who favors experiences over things and desires flexibility and freedom?

Approach Create a product and category with BOOK by Cadillac, a first-of-its-kind luxury vehicle subscription service — garnering 8,000 prospects — without a single dollar spent on ads.

In the Press
- Conde Nast Traveler: Book by Cadillac: The New Luxury Car Service Is Like Netflix for Escalades
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EY
"Belonging Initiative"
EY

Agency Bully Pulpit Interactive
Challenge With the rise of intolerance and discrimination in our nation, companies are increasingly voicing a strong and affirmative perspective around diversity and inclusion. As a recognized leader in D&I, EY (formerly Ernst & Young) had an opportunity to lead by example.

Approach "The Belonging Imperative" is an initiative to take D&I to a deeper, richer, more proactive place. To move past mere inclusion towards a state of universal welcoming and genuine appreciation for what our individual attributes can add to the whole.
- Fortune: Happy Father’s Day: A New Video Celebrates Inclusion at EY
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