Marketing

I have experience in consumer marketing, business marketing, and content marketing. No matter the project, I start by studying the audience we’re trying to reach (the who) and the goal we’re trying to achieve (the why). Then we can decide the content we’re creating and the format it will take on (the what).

Spotify: The Streaming State of Mind

The who: Spotify’s curated audience of marketers and advertisers.

The why: To gain attention and prestige for Spotify and our partner agency in the press as thought leaders.

The what: The Streaming State of Mind is a whitepaper that I co-wrote and edited along with my colleagues. The project was a multi-month research and development piece that culminated in positive press for both Spotify and our partnering agency.

EST: Rebrand and Redesign

The who: A small but mighty off-Broadway theater in Manhattan and their faithful and growing audience of hardcore theatre-goers.

The why: To bring EST into the present with a brand new look and feel that matched the gravitas and personality of the work they produced on stage. The website also needed to sell tickets.

The what: We did a top to bottom rebrand and a full redesign of the website, and debuted the new brand everywhere — even the lobby of the theater.

AOL's Homepage for Heroes

The who: AOL’s core audience of conservative, older, and affluent users, who we knew through research were interested in passively getting involved with worthy causes.

The why: To get loyal users to reset their homepage in order to drive pageviews and engagement with our editorial content.

The what: Homepage for Heroes, was a yearlong cause-marketing campaign that connected our users to veterans and to active military through nonprofits like the Wounded Warrior Project and the USO. Homepage for Heroes won a PR News Best Microsite / Custom Site award, and was a finalist for the Digiday Best Content Marketing of the year. The campaign eventually went on to be sponsored by Sony Pictures' Zero Dark Thirty, providing increased revenue-positive results.

AOL's Reset to Jetset

The who: AOL’s core audience of conservative, older, and affluent users.

The why: To get new users to reset their homepage in order to drive pageviews and engagement with our editorial content.

The what: We ran a series of sweepstakes at AOL partnering with brands that resonated with our core audiences such as Barneys New York, the USO and Disney Parks and Resorts in order to reach a new audience. Reset to Jetset was one of those examples, sponsored by Orbitz, and promoted on their channels.