Professional Nerd. Award-Winning Marketer.
/Senior Director – Analytics & Insights /
Projects & Work
Badass Ideas + Tactical Strategy + Defined Success Metrics = Award Winning Work
01
Klarna
Klarna was an unfamiliar and more complex product that combined credit, shopping, price comparisons, payment options, and wish list curation. Consumers were confused and unsure of its utility. To meet the need for greater understanding and better-informed consideration, Klarna needed new original content beyond the national awareness campaign. We went beyond the initial brief – pitched and created an episodic edutainment series “What’s The Catch? This unleashed four influencers in a creative partnership that brought their true personalities, wit, and charm to this original content series. This campaign won a Shorty Award for "Best in Financial Services."
02
Unsolved Mysteries
When Netflix partnered with Cosgrove/Meurer Productions (CMP) & 21 Laps Entertainment — Executive Producers of Stranger Things — to revive CMP’s classic docuseries Unsolved Mysteries, an intriguing mystery was born.
With zero paid media, no iconic host, and an over-saturated true crime market, how would they successfully launch the new Unsolved Mysteries in 2020? To solve that mystery, Netflix partnered with Movement Strategy where I helped lead the launch of Unsolved Mysteries in 2020s via reporting, social listening, and data analysis.
03
RiceSelect
Notes of Improvisation reimagined the RiceSelect creative identity with a total refresh of their photographic and design aesthetics and introduced a tone of voice that better-reflected curiosity and culinary creativity.
04
This Is A Robbery
In 1990, two unknown assailants broke into the Isabella Stewart Gardner Museum and stole 13 artistic masterpieces worth $500M — the world’s biggest art heist. Works from Rembrandt, Degas, and Vermeer vanished; only their gold frames were left behind. To promote the docuseries, 13 crypto artists were enlisted to reimagine the 13 missing masterpieces and auction them off in the first-ever NFT auction for Netflix.
05
The Creator House Approach
DIRECTV was relaunching their brand along with a refreshed name and vibe for their streaming product: DIRECTV STREAM.
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They wanted to re-enter the cultural conversation, revitalize the brand, and market their offerings in a fresh and exciting way - making DIRECTV discoverable and relevant to improve their reputation with the next generation of entertainment consumers.
With an eye toward a new audience already seeking alternative ways to consume entertainment, we strategically identified Diversity and the burgeoning Creator Economy to tap into their passion points.
06
Clé de Peau Beauté made its TikTok debut with Martha Stewart
The premium beauty brand set out to expand its following and introduce its products to a new generation, meeting them where they go for beauty tips and inspiration: TikTok and Instagram.
07
NFL Creator of the Week
The NFL already has the attention of diehard sports fans, but it wanted to reach and engage casual fans too.
The ones who attend a Super Bowl viewing party for the snacks. Who stop scrolling when they see Taylor Swift is at the game. Who love the entertainment, in sports entertainment.
The NFL sought to drive social engagement around games and enhance their perception as inclusive and diverse — and so much more than just football.
YouTube, their longtime partner, could help them reach this broader audience via the increasingly popular YouTube Shorts.