EXPERIENCE
Head of Creative Strategy October 2021 - present
YouTube, San Bruno, CA
Group Creative Strategy Lead December 2018 - October 2021
Google Brand Studio, San Francisco, CA
Creative Strategist 2018 - December 2018
ASG on site at Google, San Francisco, CA.
Google Brand Studio
Deputy Director Brand Strategy 2016 - 2018
Goodby Silverstein & Partners, San Francisco, CA.
Xfinity Mobile, Stubhub, The Tipping Point Community, Specialized
Challenged the Goliaths of the wireless industry by creating and launching a new kind of network.
Encouraged people to get out and do more via Stubhub rather than stay in and Netflix and chill.
Shocked super rich San Francisco city dwellers as to what it's like to be living on the Poverty Line.
Demonstrated that pedaling is better for kids with ADHD than just pills.
Group Brand Strategy Director 2015 - 2016
Goodby Silverstein & Partners, San Francisco, CA.
eBay, Marmot, Stubhub
Reframed eBay’s billion-item inventory to be something that people should be excited by rather than overwhelmed by.
Attempted to convince millions of Americans that the outdoors isn’t anything to be afraid of or something you need to be an expert to enjoy.
Brand Strategy Director 2013 – 2015
Goodby Silverstein & Partners, San Francisco, CA.
Comcast, Xfinity, eBay
Developed first ever partnership between Xfinity and Airbnb to give binge watchers their dream places to binge during the 2nd ever Xfinity Watchathon.
Developed global positioning and consumer campaign to redefine eBay’s ‘yard sale’ image.
Senior Brand Strategist 2012 - 2013
Goodby Silverstein & Partners, San Francisco, CA.
Comcast, Xfinity
Identified key barriers stopping Satellite customers from considering Comcast by addressing a fundamental gap in Comcast’s research methodologies.
Worked to counter aggressive AT&T U-verse expansion plans by positioning them as an old age entertainment provider.
Senior Brand Strategist 2011 - 2012
kbs+, New York, NY.
BMW, The Vanguard Group,
Developed strategic positioning to ensure and enhance BMW’s luxury status in the face of an ever-expanding product portfolio, resulting in kbs+ becoming the agency of record for BMW N.A.
Worked with The Vanguard Group to time-shift the emotions of future financial success to today.
Brand Strategist 2010 - 2011
kbs+, New York, NY.
BMW, The Vanguard Group, Giorgio Armani, Steak ‘n Shake
Collaborated with BMW to pioneer a social experiment to shape the future of mobility with the launch of ActiveE, the first BMW Electric Vehicle.
Identified inherent over-protective parenting behaviors as a launching pad for BMW N.A.’s Don’t Text And Drive PSA campaign.
Worked with The Vanguard Group to create real-life experiments using movie theaters and coffee trucks to demonstrate the benefits of their virtual financial services business model.
Strategic Planner 2008 - 2010
Lorél Marketing Group, King of Prussia, PA.
Maaco, Staples, Rita’s Water Ice
Provided consumer insights, industry trends and competitive analysis to clients and internal stakeholders.
Performed internal educational ‘lunch and learn’ training seminars to inspire and educate employees.
EDUCATION & HONOURS
2015 - Omnicom University Senior Management Program – Undergraduate
2011 - AAAA “Pick of the Litter” Winner for work on BMW ActiveE 2011
2011 - kbs+ “Miles from Ordinary” Award Winner
2010 - Account Planning Boot Camp, Miami Ad School, Miami Beach, FL
2008 - Institute of Advanced Advertising Studies, Program Graduate
2004 - Bachelor of Science with Honors, Business Management
2003 - Shell STEP Programme Regional Winner for work on Ageism in Advertising