EXPERIENCE

SoFi  |  SENIOR BRAND STRATEGIST

SEPTEMBER 2023 - PRESENT

  • Brand management, brand strategy, and insight development for the SoFi brand and SoFi banking products including: SoFi Checking & Savings, SoFi Invest, SoFi Credit Cards, SoFi Relay, and Lantern by SoFi.

MEDIA ARTS LAB |  SENIOR STRATEGIST

APPLE | OCTOBER 2021 - MAY 2023

  • Responsible for launching Apple TV+’s first brand campaign “Everyone But Jon Hamm”. Coordinated across multiple internal, client, and external agency partners to define the strategic platform, develop the communications channel approach, and create the measurement plan to asses performance and key learnings.

  • Owned the campaign development & launch of Apple TV+ title campaigns from messaging strategy and content programming approach, through to creative rollout, in-flight optimization, and post-campaign analysis.

  • Led the strategic development of Apple Pay’s new brand identity. Owned the roll out of the new Apple Pay brand via Apple Pay for transit campaigns in global markets across the US, Europe, and APAC to ensure brand consistency and optimal performance against Apple Pay business goals.

  • Owned the launch of Apple’s newest service - Apple Business Connect, which allows business owners to take control of their business information across the Apple ecosystem. This process included defining the Business Connect strategic platform, building a messaging framework to reach a new audience for Apple, small business owners, and overseeing campaign development & comms strategy across owned and paid channels.

  • Responsible for launching for Apple’s first TikTok creator campaign, Apple Pay “Locals Only”. This involved developing the strategic platform, defining the channel strategy and comms approach on TikTok, and partnering with media agency and client teams to develop a measurement plan to assess business impact.

BIG FAMILY TABLE/ DEUTSCH LA  |  ASSOCIATE STRATEGY DIRECTOR

HULU, STONE BREWING, KEURIG DR. PEPPER, LOWE’S |  MAY 2018 – OCTOBER 2021

  • Promoted in February 2019 and again in October 2020 after owning the day-to-day brand management of Hulu - including brand marketing, reality TV, college, and launching a membership program “Friends with Benefits”.

  • Led strategic campaign development of the Hulu Sellouts campaign targeting sports fans with Hulu’s Live TV streaming product. Coordinated with the Hulu client team to expand the campaign across the major sports leagues including NBA, the MLB, the WNBA, the Women’s World Cup, and the NFL. The Sellouts Super Bowl spot featuring Tom Brady’s retirement misdirect became the 2nd most talked about spot during the 2020 game. The Sellouts campaign grew Hulu’s Live TV subscriber base by 3x, peaking at over 4.5MM subscribers and turning Hulu into the 5th largest pay-TV provider at that time.

  • Led the platform development, campaign strategy, and coordination across multiple network partner stakeholders including FOX and FX to launch the first ever all-animated awards show, the HAHA Awards, promoting adult animation on Hulu.

  • Owned the launch of Stone Brewing’ s first ever advertising campaign, “Leave No Stone Unturned”. Worked in partnership with the Stone team to develop the strategic platform and coordinate the communications approach.

RPA |  STRATEGIC PLANNER

ARCO, AMPM, HALO PET FOOD  |  JANUARY 2016 – APRIL 2018

  • Promoted in March 2017 after leading strategic platform and brief development for the Halo, ampm, and ARCO.

CP+B LA |  CULTURAL & BUSINESS INSIGHTS(COG) INTERN

PAYPAL, CHARLES SCHWAB, APPLEBEES, BRAINTREE  |  OCTOBER 2015 – DECEMBER 2015                      

MEDIA STORM LA | DIGITAL MEDIA PLANNER

OPEN ROAD FILMS, WGN AMERICA |  OCTOBER 2013- OCTOBER 2015

EDUCATION

UNIVERSITY OF COLORADO  |  LEEDS SCHOOL OF BUSINESS                             

BOULDER, CO  |  AUGUST 2009 – MAY 2013

Bachelors of Science in Business Administration | Concentration: Marketing | Minor: Philosophy

  • GPA: 3.75

  • Honors and Awards: Leeds School of Business Dean’s List, Graduated with Distinction, Beta Gamma Sigma

SKILLS

Brand management, brand marketing, campaign development, creative strategy, social media strategy, entertainment marketing strategy, communications strategy, digital media strategy, account & campaign management, contract negotiation, quantitative & qualitative research tools (Simmons MRI, CEB Iconoculture, Comscore, Google Adwords & Analytics, & more), Keyonte, Google Docs, Excel DCM Certification