THINGS I'VE DONE.
One of the highest funded campaigns in the history of Indegogo, Canary is next-gen security, changing the way people connect to their homes and to each other. I worked to develop a Go-To-Market strategy for new product Canary Flex, conducting and analyzing research to develop positioning, working with agency partners to create messaging and national media campaign over $3 million to connect with target segment, and project managing across internal/external stakeholders to implement successful rollout.
LAUNCHING NEW VENTURES THROUGH DESIGN
Adaptation is the key to survival: every company knows the world is changing, but most have no idea what to do. I help clients adapt and thrive in a changing world by applying strategy, design, technology, and entrepreneurship to their challenges. I work with them to discover new opportunities that overlap business goals with research as well as emerging tech; for impactful innovation that reveals untapped potential for new value.
CORE AUDIENCE AND CONNECTION STRATEGY
Small consultancy Salient MG works with SMB & startup clients to shape product strategy, hone marketing organizations and execute hiring, and assist in product marketing through segmentation and messaging across channels. I worked to manage client business priorities, develop strategy, and project manage across PR and Product Marketing teams to ensure a properly aligned campaign that met goals and exceeded expectations.
GLOBAL EFFICIENCY AND EFFECTIVENESS
MPAA is the voice and advocate for the United States film industry and its six major studios both domestically and around the world. Working alongside the COO, I worked to implement organizational change across global offices; developing new initiatives and streamlining existing ones, while creating measurable goals and metrics for success. Such successes included the creation of the Office of Technology and launch of Wheretowatch.com.
BUSINESS PLANNING & INVESTOR PITCH
Entrepreneurs for proposed high end-chic bus line "The Boss" commissioned business & brand strategy that would reflect the cool, millennial facing nature of the service and its industry disrupting model. The result was developed content for a full pitch deck and live landing page, as well as logo/branding and proposed marketing copy.
At left see examples of strategy deck as well as logos and landing page screenshot.
BRAND STRATEGY & CAMPAIGN
Integrated marketing students were tasked to create a six month integrated marketing campaign with proposed budget of $500,000 to drive interest in and applications to the MICA/Johns Hopkins Design Leadership MBA.
Sample slides at right show the digital strategy meant to raise upper funnel brand awareness while driving web traffic, and retargeting interested visitors with relevant event invites: ultimately moving them into the sales funnel.
BRAND STRATEGY & CAMPAIGN
Design leadership students were charged with developing a full scale brand and create a proposed advertising campaign. Explora, Space Tourism company was born inspiring customers to join the mission and "Play Among the Stars."
The campaign was then applied to various OOH channels including billboards, bus wraps, and branded swag.
BRAND STRATEGY & INFOGRAPHIC
Engaged in brand exploratory including brand associations and equity for Shinola which has co-branded with the renaissance and revitalization of Detroit. Output included the infographic to right and addressing brand opportunities as well as challenges associated with brand strategy, product line, and scaling.